Travel Agent Career Outlook 2024 | An Insider's Take
It used to be when I’d tell people I worked with travel agents, I get a puzzled look and then they ask, "Does anyone even use travel agents anymore?" or "Is it viable? I mean, nowadays? A travel agent career?"
As the value of a travel advisor has really taken root—thank you, Pandemic—I don’t hear this question as often. But I still do… so let’s get some things straight when it comes to the outlook of career as a travel advisor.
In 2024, travel agents are in higher demand than ever before. A 2023 consumer research survey from ASTA (the American Society of Travel Advisors) found that 50% of travelers are more likely to use a travel advisor post-pandemic. (This is a 7-point increase from 2022.)
Not only that, but according to Phocuswright's US Travel Agency Landscape, "Travel agency share of the total travel market will rise to 26% in 2026 from 21% in 2022".
DOUBLE TAKE: The Phocuswright report above has the online travel agency market share at 21% in 2026. That's five percentage points lower than traditional travel agencies!
Here are the crib notes: There’s no better time to become a travel agent. And let me tell you, you have come to the right place if you dream of a travel agent career!
We've got tons of info on starting how to start a travel agency and even an online course on how to start your travel agency. :)
If you’re curious to dig a little deeper into a travel agent career outlook, then read on!
Here's what I'll chat on:
⭐️ HAR Article Highlights: ⭐️
- A Travel Agent Career is More Promising than Ever
- Analysis Paralysis Is Real (And Travel Advisors Help You Through it)
- Is a Travel Career Realistic? Do People Actually Use Travel Agents?
- How Many People Use Travel Agents?
- How Many Travel Agents Are There?
- Is There Money In a Travel Agent Career?
- You're Biased Because You Love Travel Agents, Right?
A Travel Agent Career is More Promising than Ever
Pandemic-ignited pent-up demand to travel has led to a boom for travel agencies. As of the publication date:
- TSA checkpoint travel numbers are above 2019 levels.
- MMGY 2024 Travel Intelligence's Portrait of American Travelers study cites three-quarters (76%) of Americans plan to take a trip within the next 12 months, up from the 70% recorded at this time last year.
- According to a UNTWO (United Nations World Tourism Organization) 2024 press release, “International tourism is expected to fully recover pre-pandemic levels in 2024, with initial estimates pointing to 2% growth above 2019 levels.”
That’s all fine and dandy but are all these travelers booking on their own?
When it comes to a travel agent career, the question is no longer, “Are travel agents relevant?” Now the question is, “Are travel agents able to meet the ever-increasing demand for their travel services?”
- The 2023 Internova Index: American Traveler Insights found that in 2023, travelers booked 70% of their long-haul trips through a travel advisor.
- 73% of cruisers booked with a travel advisor according to Cruise Lines International Association's (CLIA) 2024 State of the Cruise Industry report.
It just so happens we were able to chat about the resurgence of travel advisors on the Travel Trends podcast in Sept 2024. Have a listen to some of the amazing stats!
Perry Lungmus, VP of Travel Leaders Network, part of Internova Group, weighed in on what the demand for travel advisor services looks like on the ground among the TLN network of travel agencies:
By all accounts, there is more opportunity for advisors right now than I’ve ever seen in my entire 30-plus years in the travel business. Not only are agency owners looking for new talent and super supportive of those new to the industry, but travel sales continue to be very strong, supplier pricing and advisor commissions trends are great and most importantly, far more consumers now understand the advantages of working with an advisor. So, it’s truly a great time to build one’s career selling travel.
- Perry Lungmus, VP of Travel Leaders Network
This brings us to the next logical step. Are travel agencies hiring?
Sure are, my friend! A 2024 American Marketing Group survey found that 69% of travel agencies plan to/may hire advisors in the coming year, with 2/3rds of those looking to fill more than one position.
The other 1/3rd? Well, they're shooting to bring on as many good travel advisor employees as they can!
But here's the problem they're running into. Only 7% say it's easy to hire qualified candidates. We've list out the options travel agent training for those looking to start a travel advisor career.
Check out HAR's travel agent jobs board to get your start in the travel industry!
Analysis Paralysis is Real . . . And Advisors Help You Through It
A perfect way to break down why a travel agent career is a reality (even with the option to book online) is the TED talk "The Paradox of Choice."
It explains how the overwhelming amount of choices decreases satisfaction and increases paralysis (Hello, Internet of 2024). After watching this, you'll understand why a travel agent career is secure. You'll also understand why buying spaghetti sauce—with all those darn options—is exhausting!
With all the options for travel available online, the pendulum is swinging back in favor of travel advisors. Not sold yet?
Check out the Google Trends for the search word "travel agent" since 2004 to 2024:
Those stats should give you some good data to respond back to any skeptics about your travel agent career path! Now, let's get into the real questions you've likely got floating around in that head of yours...
1. Is a Travel Agent Career Realistic? Do People Actually Use Travel Agents?
First thing to know is that if you’re booking your air from MSP to LAX for a trip to see friends, you may not need a travel advisor if you’re comfortable booking on your own. That's pretty simple stuff.
Where do travel advisors of today really shine? Complex trips.
When you’re spending thousands of dollars, traveling with a group or internationally, those are the types of travel that make a travel agent career a solid job. If you've ever booked any of these on your own, you can imagine how grateful clients are for their advisor's expertise, connections and support.
A vacation is a significant monetary investment and for most Americans, you don't get a ton of vacation time. You DO NOT want your vacation messed up.
A traveler can't "test drive" a vacation, but you know who can? A travel agent.
Advisors have done the FAM trips, visited the destination, and toured the cruise ship. They provide the knowledge and expertise from first-hand experience. They’ve already qualified suppliers, researched destinations, and established direct lines to suppliers they can rely on to support travelers during their trip.
They qualify travelers too, asking travelers questions they may not think to ask themselves.
From details like, "Is premium brand liquor important to have included in your resort?" to directing travelers to critical information such as, “My grandma is in a wheelchair. Will she be able to attend my destination wedding?”
So why are people skeptical of a travel agent career? I think it's primarily because of a lack of education. When people think of travel agents, they likely have a very limited idea of what a travel agent does—they just press a button and book a ticket right? They're easily replaced.
Wrong.
A travel agent career is a trade. It's a specific skillset that takes years to hone. There's a reason they're projected to have 26% of the U.S. Travel market share in 2026!
People certainly can book their own travel but, as many learned during the pandemic, whether or not they should is a whole different question.
2. How Many People Actually Use a Travel Agent?
Without a doubt, people love to travel. But does this correlate to using a travel advisor? The short answer is, yes.
The American Society of Travel Advisors (ASTA) found 22% of U.S. travelers used a travel advisor 1. This percentage will grow, with 50% of travelers reporting they’re more likely to use a travel advisor post-pandemic (a 14% increase from 2022!) 2.
And we know that nearly 3/4 of cruise bookings are made by travel advisors. And this is straight from the horse's mouth!
That's right, the Cruise Lines International Association (CLIA)—owned by their 53 cruise line members—found that not only do travel agents account for the vast majority of cruise bookings, but that younger generations are more likely to use a travel advisor than older generations 3.
That makes a travel agent career look awfully promising, doesn't it? :)
But it goes beyond cruises.
Traditional travel agencies still sell a significant chunk of land-based leisure vacations including custom trips, tours, all-inclusive resorts, etc., and sell about 1/3 of all air tickets.
And we'll end it with this factoid: Phocuswright, a market research firm in the travel industry space that leans heavily towards online travel agencies (OTAs), released their 2023 report on traditional travel agencies titled "U.S. Travel Agents: Optimism Abounds".
I think they say it best:
Phocuswright has been researching the U.S. travel agency landscape since 2006. Our initial study examined the possibility of travel agency extinction. Instead, with business models changing, and new tools and technologies emerging, the need for professional, personalized services has stood the test of time. Travel agents are not only surviving; they are thriving.
3. How Many Travel Agents Are There?
What does the competition look like in terms of other applicants looking at a travel agent career? The BLS’ latest travel agent headcount lands at 58,250.
But this number is a tad misleading.
Why? Because the BLS looks primarily at travel agent employees. What does this mean? Their count excludes self-employed agents from their count. 4
This is kind of a big deal.
There are tens of thousands of self-employed travel agents that started their own travel agencies. And these agencies—often home based with less visibility than traditional storefront agencies—are the fastest growing segment in our industry. So leaving them out of the statistics is very misleading when it comes to a travel agent career outlook!
So, how many travel agents are really out there?
ASTA reported that their trade organization and their affiliates represent 160,000 travel advisors in the United States according to its 2023 fact sheet. This includes employees and those self-employed advisors the BLS missed.
4. Is There Money in a Travel Agent Career?
A travel agent career isn't a career unless you can actually make a living off it, right? And I’m happy to report that yes, you can make money as a travel advisor! You can read up on how much travel agents make in its very own article!
Our 2023 travel advisor research reports found, 81% of advisors reported their 2022 sales increased from the prior year. 77% of all advisors reported their 2022 sales have recovered to pre-pandemic levels. (We'll have 2023 data when our reports come out Fall 2024)
What levels are advisors trying to recover to? In 2019, the average income for full-time experienced hosted (self-employed) advisors was at an all-time high, $64,377.
For those looking for their travel agent career to take the employee route, our 2023 Travel Advisor Employee Report found that employees earned $51,727. Those employees that were paid salary + commission brought home $88,909.
But ultimately, it's not all about money. A travel agent career has amazing perks, like special travel agent rates and FAM trips to amazing places.
It offers the chance to travel to beautiful destinations, meet amazing people, and a chance to travel and get paid (or when appropriate, write off your travel expenses). Have you read our story from our ATMEX trip? Heat not your thing? How about Alaska?
It's also worth mentioning that a travel agent career can include freedom and flexibility in addition to travel perks if you go the self-employed route.
5. You're Biased Because You Love Travel Agents, Right?
The Bureau of Labor and Statistics projects a 20% career growth for travel advisors over the next decade (2021-2031), which is “much faster than the average for all occupations."
Busted.
We are biased, and we do love travel agents and we think a travel agent career is a great route for travel planners. :) So let's bring in some opinions from media outlets who aren't necessarily on Team Travel Agent.
Forbes recently touted the value of the advisor. Media giants like The Boston Globe, Consumer Reports, Wall Street Journal, and Barron's also show a travel agent career is viable.
Data from the Bureau of Labor and Statistics projected a 3% career growth over the next decade (2022-2032), which is "about as fast as the average for all occupations".
But! The April 2023 projection was a 20% career growth for travel advisors over the next decade (2021-2031), which is “much faster than the average for all occupations".
As a travel industry insider, I can tell you there is a SERIOUS travel advisor shortage with the unprecedented demand for travel agents. And remember, the BLS growth numbers are just looking at travel agent career growth when it comes to employees, not the tens of thousands that are self-employed and start their own agencies.
You Don’t Know What You Don’t Know
I want to do one final humble analogy. I bought a foreclosed duplex many years ago, a real fixer-upper. It had a total of 19 rooms—splashed with colors varying from blood red with sparkling gold trim to eggplant purple. It was hideous.
You know the saying, "You don't know what you don't know?" That was me.
When you're not an expert, you're too unskilled to realize it.
I'm a novice painter but after my first few rooms, I was feeling pretty proud of my accomplishments. Then, a peculiar thing happened. As I continued painting, I was learning enough to realize my paint jobs weren't—GASP!—professional! I made mistakes that would have been common sense to a pro and my end results were nowhere near professional.
After painting all 19 rooms, I became more efficient, better at painting, and much more appreciative of the skills required of professional painters. When it came to painting skills, there was a huge divide between me and a professional painter—I had a long way to go to even come close to being an expert!
The same goes for a travel agent career. You can book it yourself, but until it's something you do day in and day out, you can't appreciate what a real pro does.
Someone that books travel all the time knows the nuances of travel and the tools to book it well. Travel agents know what to do, who to get it from, how to get the best deal, and how to avoid mistakes that would otherwise tank a bucket-list trip.
Want to Try Out a Travel Agent Career?
A travel agent career means you live, eat, and sleep travel. If that's you, we have just the thing for you! If you're interested in a travel agent career, check out what it takes to become a travel agent.
If you're ready to start your own travel agency, our 7 Day Setup Accelerator course gives you digestible, bite-sized nuggets and resources to walk you all the way through that seed of an idea to a bona fide travel agency. We help you get set up faster, with the support you need from a team with decades of experience in the industry.
Here you came to learn about the prospects of a travel agent career and before you know it, you've decided to start your own travel agency! Gotta love the internet. 🙂
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