According to the latest First in Service (F1S) survey, Los Angeles has replaced New York City as the most-booked domestic destination among F1S travel advisors across the United States. Highlights of the findings include strong interest in popular destinations such as California and Florida, as well as a notable uptick in recommendations for “below the radar” locales such as Asheville and Nashville.
In response to the question, “Please tell us the top three destinations in the United States that you are booking for your clients in 2024,” F1S advisors pointed to California and Florida as the top states, with 71 percent and 65 percent of advisors, respectively, naming them as leading choices. New York also featured prominently, with 53 percent of advisors recommending the state. Other notable states include Illinois (18 percent), and Massachusetts and Texas (12 percent each).
On the city level, Los Angeles led with 53 percent, followed by New York City (47 percent) and Miami (41 percent). These cities reflect ongoing demand for cultural experiences, luxury accommodations and business travel hubs. Other sought-after cities include Chicago (18 percent), Fort Lauderdale, Napa, San Francisco and Washington, D.C. (12 percent each).
F1S advisors shared their perspectives on why these destinations are popular among their clients:
- California – With a combination of scenic landscapes, wine country and luxury accommodations, California remains a favorite for F1S clients. “Most of our clients are focused on food and wine, as well as destinations that offer activities such as skiing in the winter and hiking in the summer,” said F1S advisor Yaron Yarimi. Richie Legouri added that clients often mix business with pleasure, saying, “A trip to San Francisco will involve a stint in Napa.”
- Los Angeles – According to F1S advisor Michelle Clausi, the popularity of Los Angeles is buoyed by the availability of “nonstop flights and good five-star resorts,” with some clients “going for the hotel experience as much as the destination itself.” The city is also popular among entertainment clients. Entertainment travel is an F1S specialization with F1S advisor Thelma Abhyankar noting its plethora of production shoots.
When asked to name the top “below the radar” destination they are recommending for 2024, Tennessee topped advisor recommendations with 18 percent naming it. North Carolina and Texas were named by 15 percent each, followed by Arizona and more off-beat locales within California (12 percent each). More specifically, Asheville, NC and Nashville, TN emerged as top picks for those seeking unique, less-crowded getaways.
F1S advisor Patrycia Canatan described Asheville as “a perfect blend of outdoor adventure, vibrant arts, and culinary experiences,” highlighting its “stunning fall foliage, national forest trails, and a thriving local food scene.” F1S advisor Maria Mendez echoed this sentiment, noting Asheville’s charm and “combination of stunning natural beauty, arts, music, and farm-to-table dining.”
Reflecting on Asheville’s resilience after Hurricane Helene, Fernando Gonzalez, CEO of F1S, said, “Asheville is already welcoming back travelers with open arms, and our advisors are thrilled to guide clients to this resilient city that’s beloved for its authentic character and scenic beauty.”
When asked to compare their domestic U.S. bookings for 2024 to previous years, F1S advisors shared insights on travel demand:
- Compared to 2019, the year immediately before the pandemic, 53 percent of advisors said their domestic bookings are about even this year, while 24 percent saw an increase.
- Compared to the same point in 2023, 47 percent of advisors reported that bookings are about even, while 18 percent observed an increase.
- Looking forward to 2025, 77 percent of advisors indicated that bookings are expected to be about even with 2024 levels, while 6 percent predicted a significant increase.
These insights underscore the ongoing demand for both beloved and emerging U.S. destinations, affirming the diversity and resilience of the country’s travel market.
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