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a survey from IBS Software, a SaaS solution provider in the travel industry, traditional travel agents—often labeled “outdated” for years—are experiencing a revival among younger generations, with 38% preferring this method, the highest percentage of any age group.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.

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