So You Think You Want To Be a Travel Agent?
Because we hire and train so many new travel agents each year, we understand how much there is to learn about this vibrant industry and the role of the travel professional. This blog will explain the industry as a whole to anyone wanting to explore what we think is the best career path in the world!
First, you should understand this industry is constantly changing. This includes technology, suppliers, traveler issues and destination information, but also terminology…even the term “travel agent.” Over the years, as commissions fluctuated and service fees were introduced, the need to add value to the travel-planning process evolved. Today, we are much more than travel agents. We are travel associates, consultants, advisors, counselors, designers, curators, and specialists. These terms better convey the true value of a travel professional and the reality that continued learning is key to long-term success.
Also, to become a professional, it takes more than a love for travel. Having a passion for helping people see the world is a great place to start, but there are other important considerations. You need a baseline understanding of the industry as it relates to travel products and booking processes, geography, technology, marketing, and specialization. Starting out, you also need to know how to find employment at an agency or to structure a home-based business. And of course, knowing how to make money is a must.
You also might think about the personality of a travel pro and wonder: Is it yours? Here are some traits that may resonate with you:
You’re social. You love people and know how to engage! You communicate and interact well with others, love sharing ideas and experiences, remember names and birthdays—or take great notes and have a desire to help those who need it. People count on you and trust you.
You listen. You are an active listener and give full attention to your clients. You listen to understand. You ask questions or paraphrase to clarify what is being shared.
You love learning. You crave new experiences and knowledge and are proactive when it comes to seeking the information and skills you need to advance your career.
You’re passionate. You look forward to each day and see opportunity where others see challenges. You are flexible and adaptable. You react well to change. You have a positive can-do attitude about getting things done.
You love the sales process. You come alive during the consultative process where you are the expert. That is your core value. You communicate in a clear, confident and knowledgeable way. Your clients are informed, they appreciate your knowledge and refer others.
You’re organized. You love the details. You remain reliable and thoughtful as you manage hundreds of trip details in a typical workday from booking to troubleshooting, all while preparing complex travel itineraries.
Perhaps you need to strengthen a few of these traits to guarantee success, so how do you figure it all out? We got you. Just keep reading!
Chapter One:
Do you have what it takes? As touched on above, many people think that being a professional travel advisor is being a professional vacationer. This could not be more wrong. It takes years and years before you are at a level where you’re invited to visit resorts and cruise ships and vendors wanted to impress you. You won’t get free vacations and you won’t get huge discounts on your own vacation. You have to absolutely love the process of planning vacations for other people that you may never go on. You will spend hours, weeks or even sometimes months planning a fabulous itinerary through a country you have probably never been to, just to hand it over to a sweet honeymoon couple that will actually get to experience it. And you have to love the thought of that. Of course there are great benefits in this business and hopefully you will travel a lot but most of it will be on your own dime. You may never take another “vacation” again because every trip you go on after becoming a travel advisor becomes work. Even that long awaited family getaway will somehow involve a site inspection or a meeting with a sales manager or tons of posts on social media with photos of where you are.... but not in a braggy way. All in a way that spotlights you as an expert in THIS destination. At least an hour of every day while you’re on your trip will be dedicated to your business. And you have to be more than OK with that… You have to love it. You have to love the process. You have to love the idea of promoting your business AND planning other people‘s vacations more than the idea of vacationing yourself. Is that you? If so, keep reading!
Chapter Two:
What does it take? Being a professional travel advisor means having a thick skin. You will get blamed for delayed flights, lost luggage, bad weather, too much seaweed, not enough nightlife at a resort, dirty bathrooms, moldy smelling hotel rooms, bugs, timeshare pushes, rude airline employees, crowded beaches, long TSA lines and so much more! Obviously, none of this is your fault but that is not how the general public views it. You are the person in charge of their vacation and it better be fabulous. This is where training and relationships come in handy. Never put a client at a hotel or a resort that you have not vetted first by seeing it yourself, doing exhaustive research or asking colleagues about. And even then they might encounter problems. Relationships in this business are everything. If you have a client at a hotel where you know no one, when they email you with a complaint, you’ll spend hours getting it resolved. If you have a relationship with anyone who works at the hotel or a business development manager for the chain, you can have it resolved within an hour. As they say, it’s not what you know but who you know! In the beginning, having a host with these connections can make or break you. On the flipside, when your clients have an amazing experience and come back with nothing but gratitude for you, it’s the best feeling in the world. And from that one great experience will come future business from them and potential future business from their referrals. When they tell two friends and then they tell two friends, you instantly have built a client base. You have to care more about your client’s vacation than your own or your bottom line. Unless you work for an established travel agency that provides you leads, in the beginning, it’s not really about making a lot of money but building your client base. The money will eventually come but no one should get into this business to get rich. It has to be a passion and from passion comes the paycheck.
Chapter Three:
How does that all work? This is the million dollar question. Most of the general public have no idea how travel agents get paid. They think they are only for the rich and this could not be less true! While many travel advisors do charge a fee, some still don’t. Especially those without decades of experience. The first travel agency was founded over 150 years ago and for a very long time travel agencies were paid 10% commission on rail tickets and later hotels and airline tickets. In 1995 the major US airlines formed an alliance to stop paying travel agencies commission on the tickets they issued for customers. Thousands of travel agencies went from making $100K+ per year in commissions on tickets alone to zero dollars within a matter of months. Of course many could not survive this cut as airline tickets were their bread and butter and ended up closing their doors, but many decided to change focus to cruises, resort packages and escorted tours which all still paid 10-16%+ commission. This is the industry as we know it today. It is rare to find a travel agency that will issue airline tickets unless in conjunction with a hotel or tour and if they do, they will likely charge a fee for the service. This is all to say that unless a service fee is charged, most consumers do not pay more for booking with a travel agency than they do by booking a hotel, cruise or tour direct with the company they are traveling with. Most travel suppliers build commission into all pricing so if a hotel charges $100 per night, the same $100 is paid by a guest either direct to the hotel or via a travel agency. When it is paid to the travel agency, the hotel will then pay $10 commission to the agency. Simple as that. Once most people realize this they are happy to take advantage of the service and shop local, but some still prefer to cut out the middle man. Those people are not your clients.
Chapter Four:
Independent contractors and host agencies… Most people with little or no travel industry experience can’t or shouldn’t just wake up one day and “open a travel agency”. Home based or brick-and-mortar. Besides the fact that you will do a disservice to yourself without guidance, you will do your clients a huge disservice without the support from a mentor. There are tons of ways to do this and the least “respectable” way is to sign up with an MLM. Multi-level-marketing. Ugh. The pariah of the travel industry. I am not saying there is anything wrong with other direct sales (MLM) companies like Rodan + Fields, Avon, etc but in TRAVEL it is not pretty. Some MLM “travel agents” (and I use that term loosely) do sell travel but more importantly (to their host) they are incentivized to recruit others to join the company as fellow salespeople so that these can become their down line distributors. That is not what a travel professional should do. We do not make our income by recruiting others to pay fees and then get a cut of said fee. It might be fine for skin care or candles or leggings but would you want an MLM accountant, insurance agent or mortgage broker? No. You would not. You want a professional who is top in their field with their SOLE interest being the well being of your taxes, insurance or loan. Not to be tied up with recruiting others. The moral of that story is stay away from Paycation, YTB, Inteletravel, World Ventures or any other company that requires you to “sign up” new travel agents. Ask any professional travel advisor worth their salt and they will go on for hours on this topic so I will move on. Some legitimate hosts do charge an annual or monthly fee or both for signing up. This isn’t wrong if the commission split is high in your favor or if they will provide leads to you at no additional cost, but know that you do not have to pay a fee with all host travel companies. There are plenty of hosts that do not charge a fee and maybe offer a lower commission split but sometimes in the beginning when you might not make a booking for six months, you don’t want to pay six months worth of fees before you ever see your first commission check. There are national hosts and local hosts. Some are not even travel agencies. They are companies set up solely for the purpose of being a host agency to hundreds or thousands of people selling travel. There is nothing wrong with that except you won’t get the one-on-one mentoring from a national host that you would from a local travel agency in your town. If you can find a local storefront travel agency, most likely the owner will be your guru when it comes to learning the ropes and cultivating your business. Most agency owners have been in travel for a long time and have a passion for it, therefor most are excited at the prospect of taking a new agent under their wing to show them the ropes. Consider being locally hosted and asking about support, mentoring, training, office use, etc. You might find your “travel home” very close to your real home!
Chapter Five:
Training. While it doesn't typically require a four-year degree, the path to success involves substantial training and ongoing education. Aspiring agents must master complex booking systems, understand global destinations, and stay updated on travel regulations, visa requirements, and industry trends. Additionally, building strong client relationships and exceptional customer service skills are paramount. While formal education isn't mandatory, certifications and specialized training programs are highly recommended to establish credibility and expertise in the competitive travel industry.
Chapter Six:
Starting out small. New travel agents often find success by starting small and focusing on a specific niche. Rather than trying to cater to every traveler, specializing in a particular type of trip, such as honeymoons, cruises, or family vacations, etc, allows agents to build deep expertise and strong relationships within that market. By becoming a go-to expert in their niche, new agents can establish a solid reputation, attract loyal clients, and generate positive word-of-mouth referrals. Once you have a firm foundation, you can gradually expand your offerings to include more travel experiences.
Chapter Seven:
Finding your niche. As mentioned above, most advisors start out with something they specialize in. No one can do it all or know it all. Its a big world out there. If you are a specialist in a few destinations, that makes you more attractive to potential clients. It is always best to start with something you know. If you love Disney or Canada, etc, that should be your first specialty and then you grow from there. Having confidence in the beginning is crucial to your success and you can only be confident in what you know well. It also helps to have a passion for what you are selling so if you are not a fan of theme parks or Disney in general, that would not be a good place to start.
Chapter Eight:
Tour Operators. Or Tour Wholesalers. Who are they? Years ago there were just a handful of companies that fell in this category. Now there are almost too may to count. A tour operator is a company that negotiates special pricing with hotels, airlines, car rentals, transfer services and excursion companies and then packages them together to sell to travel advisors. (Or in some case, to the public direct). These are not OTAs (online travel agencies) like Orbitz, Expedia, Travelocity, etc. They are different. Tour operators sell to travel advisors and then pay commission on the entire package which is much easier for us than booking the hotel, the flights, the car/transfers and the tours with each individual company. Imagine the work of that and imagine tracking down all of that commission? Yeah, me either. Before the wonderful invention of the personal computer and websites, travel advisors worked on a (GDS) system that just allowed us to book flights, cars and hotels. Separately and directly. They were not packages but we could combine them into one neat little reservation for our clients. But commissions still all came individually. Bookkeeping at a travel agency before the year 2000 was arduous to say the least. With the invention of the all inclusive resort in the early 1980s, tour operators started to shine. People wanted to go on vacation and they wanted a “package”. So we would call 2, 3 or 4 different wholesalers to compare their package rate. Then quote our client. We would book with the one who had the best “deal”. These days most travel agencies have a “preferred” list of tour operators and try to give most business to a select one or two. With that comes status with that tour operator and that is a good thing for the agency, the agent and the client! Status = support and that is your secret weapon as a travel advisor.
Chapter Nine:
Cruises. Cruise travel agents act as intermediaries between clients and cruise lines. They leverage their expertise to match clients with suitable itineraries based on factors like budget, desired destinations, and onboard amenities. Agents access booking systems to secure cabins, handle payment processing, and provide essential travel documents. To excel in this role, a deep understanding of various cruise lines, their ships, itineraries, and pricing structures is crucial. Additionally, knowledge of visa requirements, passport procedures, and destination information is essential for providing comprehensive travel guidance. Strong customer service skills, effective communication, and the ability to build trust are paramount for success in this client-focused industry.
Chapter Ten:
Disney & Universal Studios. Theme park experts specialize in crafting unforgettable vacations for clients visiting destinations like Disney and Universal Studios. They leverage their in-depth knowledge of park offerings, accommodations, dining options, and special events to curate personalized itineraries. By understanding client preferences, budgets, and party composition,agents expertly book park tickets, hotels, transportation, and dining reservations. To excel in this role, a deep passion for theme parks is essential, coupled with exceptional organizational and communication skills. A strong grasp of the latest promotions, package deals, and park updates is crucial for providing clients with the best possible value and experience. Additionally, proficiency in booking systems and a commitment to exceptional customer service are key attributes for success in this exciting field. You do not want to get into this niche without knowing everything there is to know about this complex type of vacation!
Chapter Eleven:
All inclusive resorts. Those who want to specialize in selling all-inclusive resorts like Sandals, Secrets, Iberostar, Royalton, etc, do so by leveraging their in-depth knowledge of destinations, resorts, and client preferences. They research and stay updated on the latest offerings, amenities, and pricing structures. Through effective communication, they understand clients' needs and desires, matching them with suitable resorts. Building strong relationships with clients and resorts is crucial, as it fosters trust and repeat business. To be truly good at this and build a strong client base, you must research every day and travel to these resorts yourself. It also helps to possess excellent communication and interpersonal skills, strong organizational abilities, and a continuous drive to stay informed about the ever-evolving travel industry. Research, research, research.
Chapter Twelve:
Everything else. It is a big world out there and you can do well with one niche but eventually, your clients who wanted help with a cruise, will want to travel to Europe. To keep them as clients, you will want to know something about where they want to go. You must always be learning. Forever! Also, keep in mind that being a travel advisor is far from glamorous. Instead of jet-setting to exotic locales, the reality involves long hours spent meticulously planning other people's dream vacations. The constant pressure of ensuring every detail is perfect leaves little time for personal travel, as clients' needs always take priority. The job demands unwavering dedication, often requiring agents to be on call around the clock to address unexpected travel hiccups. Ultimately, the satisfaction of crafting unforgettable experiences for others can be fulfilling, but it comes at the cost of sacrificing personal leisure time and the allure of spontaneous exploration.
Chapter Thirteen:
Is it worth it? Whether being a travel agent is worth it depends on your priorities and goals. On one hand, it offers flexibility, the chance to help people create unforgettable experiences, and potential travel perks. Earning potential can be significant, especially as you build a client base. However, success requires dedication, building relationships, and staying updated on industry trends. Additionally, income can fluctuate based on travel seasons and economic conditions. Ultimately, if you're passionate about travel, enjoy interacting with people, and are willing to invest time and effort into building your business, becoming a travel agent could be a rewarding career path but it is not something that happens overnight.
Chapter Fourteen:
Finding clients. This is probably the most difficult part of any professional travel advisor’s journey to success. You can train and visit resorts and take webinars all day, every day but without clients, it means nothing! Finding a customer is like finding a needle in a haystack but once you build the momentum, you are on your way! You can never stop reminding people what you do. I’m not talking about a get in their face, MLM-y kind of push but sharing deals on social media is a great reminder to people that you are their go to person for all things vacation related. It’s a great, no cost form of advertising that can definitely help your bottom line but you can’t stop there. You can do vendor booths at expos, presentations at your church or moms groups and various other ways to get your name out there but the number one steadfast way to build a client base is repeats and referrals. Every travel advisor I know will tell you that their BEST form of advertisement is word-of-mouth! So don’t stop promoting yourself, don’t stop asking for referrals and never give up. Start by planning a vacation for your mom, your cousin, your hairdresser or your next-door neighbor… once they are happy with your service, they will tell people and eventually you’ll be planning for strangers. At first people just have to like you, then they have to trust you… And THEN they will book with you!
Chapter Fifteen:
Closing the sale. This isn’t easy. It involves a blend of expertise and persuasion. After carefully listening to a client's desires and spending a lo of time crafting a tailored itinerary, the final step is to confidently guide them towards booking. This often involves summarizing the trip's highlights, emphasizing the value and exclusivity of the package, and addressing any lingering concerns. A strong close might include offering incentives like complimentary upgrades or exclusive amenities. Ultimately, it's about expressing genuine enthusiasm for the trip and making the client feel confident in their decision to book with you. As a travel advisor, you are in sales but you really aren’t selling travel. You are selling you.
Chapter Sixteen:
After the sale. Word-of-mouth is the lifeblood of any travel agency. If clients aren't discussing their incredible experiences facilitated by your expertise, chances are they aren't referring friends and family or returning for their next adventure. To keep the conversation flowing, travel agents must deliver exceptional service that goes above and beyond. This means curating personalized itineraries, providing unparalleled customer support, and creating unforgettable travel experiences. By consistently exceeding expectations and fostering strong client relationships, agents can transform satisfied customers into enthusiastic advocates who eagerly share their positive experiences with others. Stay engaged during all phases of the planning process, including when they return from the trip.
Chapter Seventeen:
Keeping track of it all. In this age of technology, a good CRM (Customer Retention Management) program is your best friend. Sure, you might be able to keep information on each booking in a spiral notebook in the beginning and then graduate to file folders but that is so…. 80s? 90s even? Today the best travel advisors have all of their client information in one electronic place. Why? Well, for starters, we travel. A LOT. Imagine being on a FAM trip in Alaska when a hurricane is heading towards Jamaica. Do you know what clients you have there or that are scheduled to go soon? Wouldn’t it be nice to have all of that info at your fingertips so you can warn, advise, re-schedule, etc? Well, that is exactly what your CRM is for. And to remind you of final payment deadlines. And to store your client’s personal data so you don’t have to ask them for it over and over again every time they travel. And to schedule a welcome back email when they return. The list goes on.
Chapter Eighteen:
Work-Life balance. As a professional travel advisor, maintaining work-life balance is crucial for job satisfaction and longevity. Setting clear boundaries between work and personal time is essential. This involves establishing specific work hours and avoiding constant availability outside those hours. Prioritizing tasks and delegating when possible can help manage workload effectively. Taking regular breaks and vacations is vital for recharging and preventing burnout. Embracing technology for efficient communication and organization can streamline work processes, allowing for more personal time. Ultimately, finding a balance between the excitement of the travel industry and personal well-being is key to a fulfilling career as a travel agent.
Chapter Nineteen:
FAM trips, conferences & workshops. FAM trips, short for familiarization trips, are invaluable opportunities for travel agents to experience firsthand the destinations, accommodations, and services they sell to clients. These sponsored journeys allow agents to delve deep into a location's culture, attractions, and offerings. By immersing themselves in the travel experience, agents gain invaluable knowledge and insights that enable them to provide expert recommendations and tailored itineraries to their customers, ultimately enhancing their clients' vacation experiences. Conferences and workshops are invaluable for aspiring travel agents, providing a wealth of knowledge and networking opportunities. Industry conferences like ITB Berlin and IPW offer a comprehensive overview of global travel trends, destination insights, and the latest technologies. Specialized workshops on topics like cruise planning, luxury travel, or destination-specific training delve deeper into specific niches. These events allow you to connect with industry experts, suppliers, and fellow travel enthusiasts, expanding your knowledge and professional network. By attending a mix of conferences and workshops, you can gain a well-rounded understanding of the travel industry and develop the skills needed to excel as a travel professional.
Chapter Twenty:
Now what? Breaking into the travel industry as an agent involves careful consideration. If you have read this far and still want to pursue this career, kudos to you! To start, explore travel agent training programs or certifications to build your knowledge base. Next, decide if you prefer the structure and benefits of working for an established agency or the independence and potential for higher earnings as an independent contractor. If employment is your path, search for travel agencies hiring on job boards, industry websites, and social media platforms. Look for agencies that align with your travel expertise and career goals. Remember, thorough research and networking within the industry can significantly boost your chances of landing a fulfilling role as a travel advisor.
Hope this helps you decide if this career path is right for you. Whatever route you decide to take, just remember to enjoy the journey!