The Travel Industry

What Does a Travel Advisor Do?

Travel advisors help people plan, book, and arrange various kinds of trips to locations far from home. They use their special knowledge of travel destinations, transportation options, and accommodations to help turn their clients' wishes into successful and satisfying getaways.

On any given day, a travel advisor may:

• Gather information about a client's budget, travel timeline, and preferences
• Offer recommendations for particular destinations and travel packages
• Research rates and availability for lodging and transportation
• Book air travel, hotels, and car rentals through a computerized reservation system such as the Sabre, Amadeus, or Worldspan - Global Distribution Systems (GDS)
• Book cruise packages or rail tickets
• Sell and make reservations for destination-specific activities, tours, and excursions
• Plan and organize trip itineraries
• Provide advice about destination-specific cultural practices and weather patterns
• Provide details about visas, passports, or other necessary travel documents
• Provide information about any necessary or recommended vaccinations
• Visit a destination to evaluate its resorts, hotels, restaurants, and attractions

Many travel advisors specialize in serving a particular type of clientele. For example, leisure travel advisors serve clients who want to book vacations. Within that broad market, travel advisors can further specialize in serving specific types of leisure travelers such as adventure seekers, families, couples, singles, vegetarians, or senior citizens.

Corporate travel advisors are another category of agents who specialize in arranging business trips for employees of various organizations. International travel advisors specialize in helping clients arrange trips outside of the U.S. while often focusing their expertise on just a few specific overseas destinations.

Travel Agent/Advisor Salary Estimates

Working as a travel agent often comes with the advantage of earning a flexible income. For instance, depending on your particular employment arrangement, you may get the opportunity to earn commission on the hotels, transportation, and activities that you book for clients. As a result, many travel advisors are able to directly impact the amount of yearly pay that they earn by controlling how much time and effort they put into their jobs. In other cases, travel agents may earn set salaries and receive year-end bonuses based on their agencies' performance.

In 2022, the average yearly pay of U.S. travel advisors was $38,750. However, in some states, the average was a lot higher. For example, average travel advisor salaries in the highest-paying states broke down this way2:

• Virginia — $50,460
• Massachusetts — $47,170
• New Hampshire — $46,430
• Texas — $45,450
• Delaware — $42,060

Plus, the top-earning travel advisors in America made more than $60,200 in 2022. 2 As travel professionals advance in their careers and move into management positions or start their own agencies, their salary potential increases significantly.

Travel Advisor Job Outlook

Even though many people try to book their own trips through travel websites, a lot of opportunities still exist for travel advisors who offer expert, personalized assistance to clients who need or prefer a higher level of service. Consider these facts:

In every year from 2014 to 2020, the travel and tourism sector grew more quickly than the overall global economy.3

In 2020 alone, the global travel and tourism industry supported about 284 million jobs and generated more than seven trillion dollars. More than 5.6 million of those jobs were in America.3

The world's travel and tourism sector are expected to support more than 370 million jobs by 2026 — an increase of about 30% from 2015. Within the U.S., travel and tourism jobs are expected to rise in number by nearly 29% over that same period.3

Between 2010 and 2030, the number of international tourists is forecast to rise worldwide by more than 3% per year.4

Because many experienced travel advisors in the U.S. are reaching retirement age, about 11,500 job openings are expected to become available between 2014 and 2024 to help replace them.5

Travel Agent/Advisor Training

Many different options exist for learning how to be a travel advisor — the industry doesn't endorse just one standard path of entry. Aspiring travel advisors can often find training through travel schools, industry associations, host agencies, hotel and transportation consortiums, and various other travel suppliers. However, going to a travel advisor school is definitely one of the best and most popular options. It also represents the best value.

In fact, through online programs, some schools can even help you learn how to become a travel advisor from home, meaning you don’t necessarily need to attend physical classes. Plus, a lot of schools offer programs that are designed to help you attain industry recognition.

Travel agent schools also frequently teach students how to communicate effectively, market their services, use computerized reservation systems, and stay on top of domestic and international travel regulations. In addition, some programs offer more in-depth education related to different global regions, tourist destinations, and types of attractions.

You don't necessarily need a degree in travel or tourism, but getting some formal travel school training in the subject can definitely boost your chances of entering the industry successfully. It is likely worth your time to find a travel school in which you can get a focused education in this field. Remember, you can even find convenient programs that allow you to learn how to become a travel agent online.

Seller-of-Travel Laws

Currently, only five states in America require travel advisors to register or obtain a special license in order to sell travel products and services that aren't insurance related. However, the specific requirements in each of those states vary significantly. It's important to understand how the laws might affect you if you plan on working as a travel advisor in one of those states or selling travel to clients in one or more of them.

You may want to look into these state-level seller-of-travel laws:

• California's Seller of Travel (SOT) laws and regulations
• Florida's Sellers of Travel laws
• Iowa's Travel Agency Registration laws
• Washington's Sellers of Travel laws
• Hawaii's Travel Agency Licensing requirements

At the federal level, no licensing requirements exist, but keep in mind that some local municipalities do have laws that can affect travel advisors. Regardless, it is often a good idea to consult with a travel attorney in order to ensure that you will be in compliance with any laws that could affect you. That's especially true if you intend on opening your own travel agency or selling travel across state lines or to people in other countries.

Travel Advisor Certification

Becoming certified is voluntary unless you're seeking a job or want to become an independent advisor with an agency that requires particular credentials. Many travel advisors still choose to get certified, since it can be a good way to increase their knowledge and earn greater respect among their clients and peers.

Travel Agent Campus offers some popular travel advisor certifications. You can earn designations such as:

Travel Advisor Certifications with Designations:

• TAC - TRAVEL ADVISOR CERTIFICATION ™
• TACccs - TRAVEL ADVISOR CERTIFICATION W/ CCS - CERTIFIED CRUISE SPECIALIST ™
• TACccs/cgs - TRAVEL ADVISOR CERTIFICATION W/ CCS - CERTIFIED CRUISE SPECIALIST ™ & CGS - Certified Geography/Destination Specialist™

Travel Agent Campus offers some travel agent specialist certifications. You can earn designations such as:

Optional Specialist Certifications with Designations:

• CCS - CERTIFIED CRUISE SPECIALIST ™
• CGS - CERTIFIED GEOGRAPHY / DESTINATION SPECIALIST ™
• CVS - CERTIFIED VACATION SPECIALIST ™
• CRS - CERTIFIED ROMANCE SPECIALIST ™
• CATS - CERTIFIED ADVENTURE TRAVEL SPECIALIST ™
• CALS - CERTIFIED ALTERNATIVE LIFESTYLE SPECIALIST ™
• CFLS - CERTIFIED FLORIDA SPECIALIST ™
• CLVS - CERTIFIED LAS VEGAS SPECIALIST ™
• CNYS - CERTIFIED NEW YORK SPECIALIST ™
• CAKS - CERTIFIED ALASKA SPECIALIST ™

Travel Agent Campus offers some travel agent advanced certifications but you must have 1 year of travel agent/advisor experience. You can earn designations such as:

Advanced Certifications with Designations:

• CTS - CERTIFIED TRAVEL SPECIALIST ™

 

The Travel Institute offers some travel agent certifications, but you Must Already Have 2 Years of Travel Agent/Advisor Experience. You can earn designations such as:

• Certified Travel Associate (CTA)
• Certified Travel Counselor (CTC)
• Certified Travel Industry Executive (CTIE)

For travel advisors who frequently sell cruise packages, Cruise Lines International Association (CLIA) offers the chance to earn various certifications. In order to be eligible for any of them, you need to be an active member of CLIA. Each level of certification requires that you go through a certain amount of training (in-person or online) and meet specific sales requirements. For the more advanced certifications, you also need to demonstrate a certain level of product knowledge and prove that you've had a particular number of personal cruise experiences. The most common designations include:7

• Certified Cruise Counselor (CCC)
• Accredited Cruise Counselor (ACC)
• Master Cruise Counselor (MCC)
• Elite Cruise Counselor (ECC)

When it comes to corporate travel, the most popular certifying organization is the Global Business Travel Association (GBTA). It offers the opportunity to become a Global Travel Professional (GTP), which is a designation indicating that you're certified in business travel management. To qualify, you Need at Least 3 Years of Professional Experience related to selling or buying business travel services. Then, you need to pass an exam, which can be prepared for by studying subjects such as travel program administration, strategic business planning, the relationship between buyers and sellers, and data, finance, and analytics.8

Working at Home or Starting Your Own Travel Agency

If you prefer solitude or need a flexible work arrangement, then it might be worth pursuing a career as a home-based travel advisor. Many successful travel agencies offer the option of working from home, especially for positions that mostly involve using an Internet-connected computer and making phone calls. Home-based travel agents can even take on some management positions.

However, it is also possible to start your own travel business, and you don't necessarily need a lot of industry experience before going that route. In 2014, about 10% of all travel advisors in America were self-employed.9 Some of the things that you might need for this path include:

• Travel Advisor Training
• An understanding of how travel agencies generate revenue (e.g. by earning sales commissions on bookings, charging booking and planning fees, or by marking up the net rates of suppliers, which are the retail rates minus the amount that is designated for commission)
• A solid business plan, which you can learn how to create by taking some business courses
• A standard business license from your municipality
• A seller-of-travel license within California, Washington, Iowa, Florida, and/or Hawaii
• An ARC (Airlines Reporting Corporation) number and/or an IATA (International Air Transportation Association) number

ARC and IATA Numbers

The ARC and IATA are organizations that control how money flows between consumers, travel agencies, and airlines. Without proper recognition by them, an agency can have trouble selling air travel products, issuing airline tickets, or earning commissions from such sources. Getting IATA or ARC numbers is a way to legitimize your business. However, you need to meet certain requirements in order to obtain them.

For example, to become an ARC-accredited agency in the U.S., your business may need to complete an application, pay a fee, complete an interview, provide a deposit of at least $20,000, meet specific security standards for ticketing, and ensure that someone in your agency has passed the ARC Specialist exam.10

To obtain an IATA number in the U.S., you will need to go through the International Airlines Travel Agent Network (IATAN). Your agency will have to pay a small accreditation fee and prove that it is legally authorized to do business, is committed to the travel business, follows ethical and trustworthy business practices, and has qualified staff. If someone in your agency doesn't have at least five years of experience or CTA certification, then you may also need to purchase errors and omission insurance, which is a form of liability insurance. Once your agency is approved, you will receive an IATA/IATAN ID Card that includes your IATA number.11

Host Travel Agencies

Does the above all sound a little too complicated? If so, don't fret. Another option is available for starting your own travel business, and it's an option that can enable you to offload some of the administrative responsibilities while still earning good commissions.

By setting up your business under a host agency, you can bypass a lot of the legwork above. You still get to use your own business name, find your own clients, and decide on your own business hours, but you’ll be able to use the host agency's ARC and/or IATA numbers. When you book airline tickets, all transactions will run through the host agency's office and accounting system.

You may need to pay a type of fee or provide another form of compensation to the host agency. Each agency is slightly different in what it requires. Many host agencies will work with travel advisors who have little or no experience.

Examples of host agencies that accept travel advisors at all stages of their careers include:

• Travel Planners International
• Travel Professionals International USA
• American Travel Advisors USA
• AARC Host Agency
• American Discount Cruises & Travel
• Archer Travel Group
• AT Home
• Authorized Agents
• Brownell
• Cadence
• Cruise & Travel Masters
• Cruises Inc.
• Departure Lounge
• Dugans Travels
• Expedia CruiseShipCenters
• Gateway to Magic
• Incentive Connection Travel, Inc.
• KHM Travel Group
• Leisure Travel Alliance Central
• MG Travel
• Montrose Travel
• MyAgentDeals.com
• NEXION
• OASIS
• OutsideAgents.com
• Preferred Travel of Naples
• Rennert at Home
• TerraMar Travel, Inc.
• Ticket to Travel
• Travel Leaders
• Travel Quest
• Uniglobe Travel Center
• VIP World Travel
• WorldTravelService
• Your Travel Center
• Your Travel Concierges

11 Powerful Tips for Achieving Travel Agent Success

Now that you know how to become a travel agent, it's time to turn your attention to what it takes to achieve and maintain a high level of success within the industry. We will be focusing on the question: What do travel advisors need to do in order to stand out and succeed? Here are some of the most useful suggestions:

1. Focus On Clients Who Have More Money Than Time

Why compete with discount travel websites? They cater to people who have limited budgets but ample time to explore options and book trips themselves. That still leaves a lot of potential clients who are willing to pay for the expertise and comprehensive services of a travel agent. In fact, people who are super busy, stressed out, or looking to avoid hassles represent a lucrative market for travel agencies, especially if they fall within higher income brackets.

2. Keep Traveling

It's hard to learn about new places if you never visit them. Most clients will expect you to know a lot about the destinations that you recommend. Firsthand knowledge is the best way of acquiring all sorts of insights and stories that you otherwise would never have, and clients can often sense when you aren't sure about something or haven't had any genuine experiences at the destinations that you're talking about. It's essential to travel as much as you can!

3. Specialize

Increasingly, it helps to be a specialist in particular destinations or travel interests. Clients who book through travel agents are often seeking assistance from professionals who understand their specific travel goals better than anybody else. For example, maybe you can focus on serving clients who are seeking unique wedding destinations, honeymoons, golf getaways, luxury villas, ski vacations, wellness vacations, adventure activities, or tours for seniors or single people. All kinds of travel opportunities are related to special interests.

Alternatively, you can specialize in planning travel itineraries for a few popular or emerging tourist regions that you enjoy visiting yourself. In 2014, the most popular destinations for international tourists outside of the U.S. included France, Spain, China, Italy, Turkey, Germany, the United Kingdom, Russia, and Mexico.4 Between 2014 and 2020, the fastest-growing travel markets are expected to include China, India, Taiwan, South Korea, and Australia.1

4. Sell Truly Distinctive Experiences.

You can provide tremendous value to travel clients if you become good at getting them special access to hard-to-book events, activities, or tour guides. The more you can customize your clients' trips, the more your services will stand out and be promoted through word of mouth. It can pay to nurture your relationships with suppliers in the destinations that you regularly visit.

5. Offer Highly Personalized and Responsive Service

If your clients perceive you as someone who is trustworthy and can be reached easily, then your value to them will likely remain high. This level of service is more about building relationships and trying to exceed your clients' expectations than it is about selling. It's about matching your clients with the travel arrangements that make the most sense for them. It's also about timely and personalized communication, regardless of whether that occurs in person, over the phone, or through email or social media.

6. Make Connections

Networking with other professionals in the travel and tourism sector is essential. After all, a lot of travel agents get new business through referrals from people that they've developed good working relationships with — even from other travel agents. Referrals are especially common between travel agents who specialize in different market niches. You never know who might become a potential client. That's why it's always a good idea to develop a short pitch about how you are different from other travel agents. Every new interaction is an opportunity to make a great impression.

7. Get Professional Support

Various travel industry associations offer special events, training opportunities, and other benefits to their professional members. Getting involved with such organizations can be a good way to meet other successful travel agents, expand your knowledge, and discover new ideas that enhance your career. The American Society of Travel Agents (ASTA) is one popular example of an organization in which you may find this kind of support.

8. Get Every Detail Right

Even the smallest detail can make a big difference in whether or not a travel plan succeeds. Your clients will depend on you to help them look after all of the things that they might otherwise overlook. It's important to develop a keen awareness of all details when making travel arrangements and helping your clients prepare for their trips.

9. Nurture Your Reputation

Your professional reputation will be your most valuable asset. That's why it is essential to do everything you can to help it grow and be seen in a positive light. Having a well-designed website with engaging content is one way to help establish your brand, but it's also a good idea to join the Better Business Bureau (BBB) and engage with people on social media platforms like Facebook, LinkedIn, Twitter, and Quora. Find places — both online and in your community — where you will be seen as an expert. Submit press releases and travel-related story ideas to local media outlets. Eventually, you might earn some free publicity.

10. Test New Approaches

You don't necessarily have to adhere to certain business practices just because they are entrenched throughout the travel industry. As long as you operate ethically, within the law, and in your clients' best interests, then why not experiment a little in how you do things? It could be as simple as changing how you get paid (e.g. using net rates and fees vs. taking commissions) or enlisting the help of a marketing firm to generate quality leads when looking for new clients. Let your imagination run free and see what you come up with.

11. Embrace Change and Keep Adapting

The travel and tourism market is always evolving. How can you become a travel agent who prospers over the long term when change keeps happening? The simple answer is that you have to stay flexible and remain constantly aware of what you're offering.

Are you following current best practices? Are you offering competitive prices to your clients? Do your clients expect any new services that you've somehow overlooked? Are you making the best use of current technology in order to keep your processes as efficient as possible? Set aside some time every week to reflect on the value that you deliver to your clients, then be honest with yourself and identify any areas that could use some improvement.

Set Your Professional Journey in Motion

Knowing how to become a travel agent is just step one. The next step is to take action and start training.

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