Mountain Travel Is Booming: The $85 Billion Trend Travel Advisors Can’t Ignore | Robin Lawther, VP of Expedia TAAP

In this episode of the Modern Travel Agent Podcast, Chris Dehner sits down with Robin Lawther, Vice President of Expedia TAAP, to explore why mountain travel is quickly becoming one of the most compelling growth opportunities for travel advisors.

Drawing from Expedia Group’s Summit Seekers research report, the conversation breaks down the scale of the mountain travel market, traveler booking behaviors, and why this category is uniquely well-suited for advisors. With a significant portion of travelers not destination-decided, booking within shorter windows, and taking multiple trips per year, mountain travel presents a powerful opportunity for advisors to influence decisions, add value, and build long-term, repeat business.

Chris and Robin also discuss how mountain travel’s inherent complexity, from seasonality and activities to access and accommodations, creates the ideal environment for advisors to demonstrate expertise, reduce decision fatigue, and give travelers confidence that they’re making the right choices. The episode highlights how mountain travel is no longer limited to winter sports, with summer demand growing rapidly and average daily rates increasing faster than in the winter season, opening the door to new alternatives to traditional beach vacations.

The conversation also dives into where mountain travelers are researching trips, including Google, online travel agencies, and social media, and why advisors should proactively market this expertise through content, newsletters, and client education. From boutique hotels and vacation rentals to large group mountain retreats, Chris and Robin outline the accommodation types travelers are prioritizing and why having broad inventory matters.

Beyond mountain travel specifically, the episode connects this trend to broader shifts in luxury and consumer behavior, as travelers increasingly prioritize experiences over goods. Robin shares practical next steps for advisors, including leveraging research, client conversations, webinars, and destination education to build credibility and stay ahead of trends.

The episode closes with a candid look at the evolving advisor landscape, from side-hustle agents to host agency growth, and why travel continues to show remarkable resilience, even in uncertain times. For advisors looking to expand beyond beach travel, deepen relationships with existing clients, and tap into a high-value, repeat-booking segment, this episode offers both strategic insight and actionable guidance.

https://partner.expediagroup.com/en-us/resources/research-insights/mountain-travel-research

https://partner.expediagroup.com/content/dam/unified/partner/documents/reports/2025-reports/expedia-group-mountain-traveler-research-report_en-us.pdf