Growing the Next Generation of Travel Advisors: 4 Things Travel Agencies Can Do

Travel is
back and better than ever, with the UN World Tourism Barometer reporting that international trips
reached 99% of pre-pandemic levels in 2024. Along with this surge in travel, the
way guests book their trips is also increasing, resulting in surprising findings.
According to a survey from IBS Software, a SaaS solution provider in the
travel industry, traditional travel agents—often labeled “outdated” for years—are
experiencing a revival among younger generations, with 38% preferring this
method, the highest percentage of any age group. However, this preference shift
has been both a blessing and a challenge for the travel advisor industry, as 59% of agencies report difficulties finding qualified
candidates.

To meet these
increasing demands, the travel advisor industry must invest in nurturing the
next generation of travel agents. The biggest obstacle for agencies facing challenges
in finding candidates is the lack of the right combination of skills. Low pay
and intense industry competition also present difficulties. Here are four strategies
the industry can adopt to cultivate the next generation of travel advisors.

Comprehensive
Training

The travel industry has long operated under the motto, “Anyone can be a
travel agent.” However, while this motto offers considerable freedom, the lack
of standardized qualifications can make it challenging for aspiring candidates
to determine which skills or certifications they should pursue. Although
several industry-recognized certifications exist, such as those
from the Travel Institute and ASTA
verification by the American Society of Travel Advisors, many
agencies opt to develop their own training programs, leveraging their in-house
resources and expertise to mentor newcomers. Nevertheless, the quality of
training is more important than its availability. 

Practical training must
encompass all aspects of the industry, from geographical and cultural knowledge
to customer service and essential business administration. It should also allow
students to gain hands-on experience and offer some form of career jumpstart,
such as networking opportunities or the possibility of a full-time position
upon completion.

One example
of these newer, more comprehensive training programs is TourCademy by TourAxis. Alongside an online certification
course, students in TourCademy can enhance their training with a hands-on
course that offers real-world experience. Those who complete both courses receive
extensive training and a
guaranteed interview in the industry.

Mentor
Programs

Employers often
prioritize candidates with experience over certificates and diplomas. Studying
a field is one thing, but experiencing it firsthand is another. Mentorship
programs address both needs, allowing candidates to gain a hands-on perspective
of the travel industry while having an experienced mentor for support. These
programs also provide additional benefits. Students receive a personalized learning
experience that empowers them to ask questions tailored to their interests
while establishing a foothold in the industry. 

For agencies, these programs act
as a filtering process for candidates. Many are drawn to the industry’s perks, such
as complimentary travel and flexible work options, but overlook the hard work
and dedication necessary to succeed. Observing the daily routine can help
students assess their suitability for the job. More abstractly, collaborating
with younger travel enthusiasts can offer seasoned advisors valuable insights
into the preferences of younger travelers, allowing them to adjust their
strategies and teachings to better resonate with new customers.

Career
Outreach

Another
factor influencing the candidate pipeline is a lack of awareness about the industry.
In the era of online travel agencies (OTAs) and digital booking, many people
don’t even recognize that travel advisors still exist, let alone that it is a
viable career option. 

Participating in job fairs and hiring events raises industry
awareness and allows curious individuals to ask questions and interact with experienced
professionals. After all, a significant appeal of being a travel advisor is the
personal touch they provide. Attending school events, especially at the high
school level, gives students early exposure, helping them understand the job
requirements and plan their next steps accordingly. 

Startup
Initiatives

Travel is one
of the most competitive industries in the world, and breaking into it isn’t
easy. Starting a new business requires many resources, and those looking to
strike out alone may struggle to succeed. However, industries can’t evolve
without a healthy dose of innovation, so it’s in the best interest of larger
agencies and organizations to support new businesses in the field. Creating
startup initiatives and investment programs can effectively jumpstart talent
while investing in industry research.

Looking
Ahead

The travel
advising industry isn’t just growing; it’s also evolving. The needs and
expectations of emerging travelers differ from those of previous generations.
The way people book, and the technology behind it are also changing. To ensure
the industry not only survives this increased demand but also thrives, industry
veterans need to prepare the next generation through better training,
opportunities to learn and connect, and by sharing our expertise and resources.

Authors: Jakes Maritz and Carl Cronje, co-founders of TourAxis

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