Selling Europe in 2025 | Travel Agent Profit Guide

Selling Europe Profitably in 2025: What Travel Agents Need to Know

Europe is back - but not in the same way as before. Tourism has recovered past pre-pandemic levels and there are new opportunities and hidden costs agents must understand to sell smart and stay profitable.

The Landscape: Demand Is Evolving

2024 saw Europe exceed pre-COVID arrival levels, and early 2025 continued to grow. International arrivals rose nearly 5 percent year‑on‑year, and overnight stays increased 2.2 percent compared to 2024. Hotels still account for roughly 72 percent of those nights.

But the picture is nuanced. A recent Reuters study reported a 3 percent fall in planned European trips over summer with Gen Z traveller interest down 8 percent due to economic pressures.

Cruise‑inspired summer travel remains more resilient, while cooler, northern destinations see rising appeal as southern Europe heats up .

Small Hotel Opportunities: Second‑City and Value Itineraries

According to recent research for 2025 travel trends, travellers are increasingly skipping big cities in favour of smaller towns and value-focused itineraries.

That shift aligns with your sweet spot - boutique hotels and smaller properties that can deliver unique local experiences without over-tourism issues that plague cities like Florence and Venice . These secondary markets give you room to negotiate and craft packages that excite both agents and clients.

Revenue in the Details: Fees, Taxes, and Pricing

When selling European packages, hidden elements like city or tourist taxes can cut into margins. Italy, Greece and parts of Spain are introducing or raising per‑night guest levies to fight overtourism . These are almost never included in wholesale hotel rates. Your job is to ensure they are visible in your quote in local currency to avoid surprises and preserve margin.

Booking Patterns: Longer Stays Are the New Normal

According to the Mastercard Economics Institute, average trip length to Europe grew from 7.4 days to 8.1 days in 2025.. Longer stays offer higher per‑booking value, but they also bring complexity - coordinating multi-city logistics, transport, and visa planning.

Agents who manage those details confidently can command service fees, manage longer lead time, and deliver true value.

Niche Hits: Where Agents Can Stand Out

Europe’s diversity allows strong niche positioning. Here are some profitable niches to consider:

1. Workation and Bleisure Travel
   With remote work norms here to stay, travellers are staying longer and working remotely from scenic destinations. Build packages with coworking desk passes, stable Wi-Fi, and monthly stays in charming towns.

2. Wellness and Nature Breaks
   Mastercard research highlights rising demand for wellness travel in Europe. Packages with spa treatments, rustic accommodations, and outdoor experiences are resonating with travellers seeking more than sightseeing .

3. Hidden Gems Over Classic Cities
   Bookings for destinations like Croatia are surging - Croatia was even voted Europe’s top travel destination at ITB Berlin.. Use that to move clients away from overcrowded Rome or Paris and into more profitable second cities.

4. Luxury Crisis‑Resistant Segments
   High‑end travellers often unaffected by economic cycles remain strong. A retreat in the Alps or Scottish Highlands can be profitable if you secure net rates, waive tourist taxes, and present local value.

Why Small Agents Are in a Strong Position

Large OTAs overlook the details that matter to smaller hotels. You can add value by:

• Flagging additional costs clearly

• Negotiating cancellation terms that protect both clients and agents

• Packaging local transport options where public systems fall short

• Highlighting sustainability or off‑season experiences

Your clients appreciate your care, and you command better margins and loyalty.

What’s Coming in This Series

In the months ahead we will dig deeper into Europe by focusing on regions such as Portugal, Scandinavia, the Adriatic and the French countryside. Each guide will offer real costings, supplier tips, and hidden insights you won’t find in OTA listings.

Final Word: Sell Europe Smart, Not Just Beautiful

Yes Europe is a staple of travel — but it is changing. Overtourism, inflation, evolving traveller preferences, regulatory levies. Agents who spot the trend, pivot their offerings and protect their margin will win.

At Antravia we help agents navigate these shifts, model their profitability accurately, and build packages that stand out and deliver. If you are ready to make Europe work for your business in 2025 contact us — we’ll share our lender proof frameworks and revenue models.

👉 Contact Antravia