International travel has stabilised, creating an opportunity for travellers to make more thoughtful, informed decisions. Travel agency trends now point to a market where reassurance, flexibility and personal relevance matter as much as price. That shift is forcing agencies, tour operators and supplier partners to rethink proposition design, distribution, and the value they bring in the booking process.

For agencies targeting Russia and the wider CIS, the commercial challenge is twofold: keep pace with changing demand while building reliable supply and partner networks. Platforms such as MITT are increasingly used as a business-first route to qualified buyer conversations and long-cycle partnerships, rather than a volume play.

Recovery Has Returned Demand, But Travellers Buy With More Conditions Attached

International tourism virtually recovered to 99% of pre-pandemic levels in 2024, reaching an estimated 1.4 billion international tourist arrivals. Demand has returned, but it now comes with conditions attached but it comes with sharper expectations: travellers want clearer terms, more transparency, and higher confidence that a trip will happen as planned.

At the same time, Travel & Tourism’s global economic footprint has strengthened, with WTTC estimating a US$10.9 trillion contribution to global GDP in 2024. For travel agencies, that growth increases competitive pressure: more suppliers and intermediaries are fighting for the same traveller attention, with less tolerance for friction at checkout.

Building Trust Through Flexible Design, Not Generic “Free Cancellation” Claims

Flexibility has evolved from a headline feature into a product discipline. Post-pandemic travellers are comparing cancellation terms, change fees, medical coverage, and rebooking speed across providers, and they expect agencies to interpret fine print on their behalf.

High-performing agencies are responding in three practical ways:

Tiered flexibility (basic, flexible, fully refundable) priced transparently, so travellers can trade cost vs certainty.
Supplier service-level agreements that define reissue timelines, documentation requirements, and escalation routes.
Pre-trip assurance packs that consolidate visa rules, entry requirements, health documentation, and local payment terms into a single shareable briefing.

This is where partnerships with travel insurance companies shift from add-on to revenue-critical. In the US market alone, travellers spent US$5.56 billion on travel insurance in 2024, reflecting how protection has moved into the mainstream purchase path.

Packaging for Wellbeing Demand and Higher-Yield Niches, Not Mass Discounting

Preventive health and recovery travel are no longer peripheral segments; they are margin drivers when programmes are well structured and outcomes are clear (screening, rehabilitation, stress reduction, post-operative support, longevity protocols).

The numbers are no longer niche: Global Wellness Institute cites US$894 billion in wellness tourism expenditures in 2024. Agencies that treat health and wellness tourism as a margin-led vertical (rather than a brochure category) achieve higher repeat rates and Average Order Values (AOVs), especially when they integrate medical providers, accommodation, and transfers into a single, accountable itinerary.

A practical planning view helps agencies align product to expectations:

Traveller expectation	What winning agencies do operationally
“I need less risk.”	Clear change rules, protection options, documented supplier escalation paths
“Make it relevant to me.”	Micro-segmentation by purpose (family, solo, rehab, corporate, pilgrimage)
“I want proof.”	Verified reviews, supplier credentials, transparent inclusions/exclusions
“I’m time-poor.”	One-stop itinerary ownership from quote to post-trip support

Shifting From “Selling Trips” To Owning the Full Decision Cycle

The strongest agencies are redefining their role around measurable service value:

Consultative itinerary engineering (routing, timing, and contingency planning), not just inventory access.
Always-on customer service via messaging platforms, with defined response windows.
Payments and documentation support that reduces failed transactions and compliance errors.
Post-trip feedback loops that inform supplier negotiations and future package design.

This change is particularly relevant in CIS-facing markets, where travellers may need extra reassurance around payment acceptance, connectivity, and on-the-ground support. Agencies that can evidence operational readiness win trust faster than those competing on discounts.

Using a Business-First Trade Platform To Secure Distribution Partners and Market Intelligence

For agencies and suppliers seeking structured growth in Russia and the CIS, a high-intent tourism trade show can compress months of outreach into structured, decision-led meetings with qualified attendees, and outcomes are tracked.

MITT positions itself around decision-maker access and ROI, supported by scale indicators such as 1,008 exhibitors and 16,427 visitors (MITT 2025 facts & figures). More importantly, its sector layout enables cross-selling across the leisure, corporate, and specialist travel verticals in one place.

For example, exhibitors in health travel can gain targeted exposure through the Health & Medical Tourism sector, while business travel providers and destinations can align with buyers through MICE & Event Management. This co-location matters commercially: it increases the chance of multi-contract conversations (e.g., leisure + corporate + wellness) with the same buyer organisation.

Turning Post-Pandemic Demand Shifts Into Partner-Ready Offers

Agencies and suppliers that implement new expectations into structured products and defensible service models are better positioned to gain margin, not just volume, over the next 12–24 months. For organisations looking to build a pipeline in Russia and the CIS, MITT offers a structured environment to meet qualified buyers, validate demand signals, and agree on distribution terms.

To start a conversation about exhibiting, submit a MITT 2026 Exhibitor Enquiry or register for a visitor pass via Visitor Registration.

How Travel Agencies Are Adapting to Post-Pandemic Traveller Expectations