It’s a complicated world out there and travel is getting more difficult. So it’s no surprise that the value of a professional travel advisor is on the rise.
Indeed, a new study from The Travel Institute shows the value of education for travel advisors. Those who are certified earn almost 24.3% more per year then those without any certification—and they book 26.5% more in annual sales, according to the Changing Face of Travel Agents 2023 survey.
When it comes to advanced training, travel advisors who have earned the Destination Specialist or Lifestyle Specialist designation from The Travel Institute have annual incomes averaging 17.8% more than those who have no industry certification, and 6% more than those with other certifications.
Beside formal training, the study noted, travel advisors stay current with what’s happening from supplier communications (87%); trade media (66%); and social media (65%).
A whopping 96% of travel advisors used Facebook, followed by 61% on Instagram; 34% on YouTube; 30% on Linked In; and 18% on TikTok.
Travel Institute president Diane Petras noted that advanced training of travel advisors benefits suppliers as well as clients. “As an industry, we’ve re-earned travelers’ trust in recent years and we need to continue to support quality agent education to ensure we keep it,” she said.
Looking forward, she noted that in 2024 travel advisors are expressing the most interest in courses involving destination knowledge (70%), followed by supplier products (63%).
The Travel Institute provides both free and for-purchase educational options for travel advisors at all levels, including new agent training, certification, specialization and destination courses, free webinars, and an unlimited, and continued learning program through the Premium Access online library.
