Industry Update
Press Release25 June 2020

MMGY Myriad And Travel Market Report Collaborate On COVID-19 Sentiment Tracking Study Of Travel Advisors

Study Finds Agents Are Adapting to Meet Clients’ Evolving Concerns and Interests

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KANSAS CITY, MO - MMGY Myriad, a leader in international destination marketing, and Travel Market Report, a news publication that serves as the voice of travel advisors in North America, have partnered on an industry tracking survey to monitor the impact of the COVID-19 pandemic on travel agencies. The Travel Advisors COVID-19 Sentiment Barometer is an online survey designed and analyzed by MMGY Travel Intelligence.


The results of the first survey indicate that travel agencies have experienced a significant shift in client inquiries from international destinations to domestic destinations in the U.S. and Canada. In recent weeks, 40% of all travel advisor inquiries are about travel to U.S. destinations, more than doubling the proportion of domestic inquiries as compared to levels prior to the COVID-19 pandemic.

"The team at Travel Market Report is excited to partner with MMGY Myriad to release the first edition of our Travel Advisors COVID-19 Sentiment Barometer. We believe it is important to gauge what advisors are seeing because they are on the frontlines of the travel industry and are first to recognize booking trends," said Daniel McCarthy, Editor-in-Chief of Travel Market Report. "This data will also help advisors not only survive this period but come out stronger."

Julie Cuesta, Executive Vice President and Managing Director of MMGY Myriad, adds, "This vital information will assist both destinations and travel brands to better support the travel advisor community as we all make important adjustments to our business."

Key findings from Wave 1 of the Barometer, which surveyed more than 300 travel advisors in the U.S. and Canada from June 1-10, 2020, include:

  • Nine in 10 advisors anticipate business will be down more than 50% this year, even as they are starting to see interest in domestic travel rising.
  • Travel advisors reported that cruising inquiries currently account for just 22% of all client inquiries, which is down from 32% prior to COVID-19.
  • Most travel advisors are currently booking vacations seven months or more in the future. The booking window is shortest for North American vacations and increases for international travel, cruises and group tour vacations.
  • Travel advisors report that outdoor vacations are of most interest to clients, specifically to North American beach and mountain destinations.
  • Compared to the time prior to COVID-19, travelers appear to be more interested in staying in small, boutique hotels and private villas/cabins and less interested in staying in large/resort hotels and short-term rentals.
  • Travel advisors are just as likely to trust travel trade media (68%) as they are the CDC (67%) for information about the impact of COVID-19 and about destination information overall.

The full Travel Advisors COVID-19 Sentiment Barometer report is available here at

About MMGY Myriad

MMGY Myriad is the North American international destination representation brand of MMGY Global. Representing and managing various projects with numerous international destinations, MMGY Myriad is considered the leader in integrated programs for those destinations that choose to outsource office operations in North America. Programs developed include travel trade engagement, product development, consumer marketing, consumer and travel trade event management, social media and public relations. MMGY Myriad employees are experts in integrating a range of activities for destinations that desire a comprehensive approach to the North American market. For more information, visit

About Travel Market Report

Travel Market Report is an online travel trade publication that serves as an independent forum and voice for retail travel sellers around the globe. TMR is the first and only trade media founded by travel advisors, for travel advisors. Powered by a team of award winning journalists that analyze and report the news exclusively from the perspective of top-producing travel advisors and its impact on their business, Travel Market Report has become the most trusted news source in less than a decade by providing the most valuable information for its reader/advisors. TMR also provides practical business building advice and insights into key growth markets helping advisors run and grow their business. The editorial team is guided by an independent Editorial Advisory Board whose members represent a cross-section of the retail travel industry in North America. Launched in 2009 by American Marketing Group, Travel Market Report delivers news updates by email to over 64,000 US and Canadian subscribers.

About MMGY Travel Intelligence

MMGY Travel Intelligence is MMGY Global's industry research and insights brand, offering proprietary data and research including DK Shifflet, MMGY Global's Portrait of American Travelers® and travelhorizonsTM, all of which are designed to power travel industry decision-makers through consumer insights, travel performance data, and audience modeling and segmentation. To learn more about the extensive collection of research, analytics and strategy services, visit or email [email protected].

About MMGY Global

With more than 38 years of experience, MMGY Global is the world's leading integrated global marketing firm specializing in the travel, hospitality and entertainment industries. With nine operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world's premier travel and tourism brands. As a company dedicated to the global travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit

Katherine Hartley
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