Being a travel advisor is
an attractive career — or perhaps a second career option — nowadays. New
advisors are entering the business at a crucial time, as seasoned veterans with
several decades of experience are retiring or reducing their hours.
These new-to-the-industry
professionals are entrepreneurial, competitive, technology-savvy, and have a
marketing mindset. It's good to see. The industry has long been concerned about
replenishing its ranks as the travel advisor population ages.
So, where are traditional
agencies and the dozens of host agencies sourcing new talent?
It starts with agency
owners and managers determining their needs and deciding on their approach.
Define the type of
individuals you wish to work with and outline the character traits you feel
will help your business grow. I have grouped these traits into the following
eight classifications.
1. Nurturers
teachers, nurses, health care professionals
A common source of new
talent for many years, these individuals are caregivers at heart. They will
help clients make decisions and give generously of their time and patience to
ensure the perfect trip is planned.
Agency owners should ask
themselves whether these "people-persons" are a good fit with their
own personality — and whether they are willing to extend the same time and
patience in return.
2. Service-Minded
Hairdressers, salon and spa workers, retail associates,
bartenders, restaurant servers
They talk to people every
day and, depending on the situation, often learn a great deal about a
customer's personal life. Serving others comes naturally to them — even
effortlessly.
This is another
personality type that pairs easily with like-minded agency owners. Learning the
travel business should feel natural to them, and the training available from
ASTA, suppliers, consortia, and host agencies will help them get up to speed
quickly. The perks of the business will resonate with them, as they are already
accustomed to receiving tips and occasional gifts from appreciative customers.
3. Fraternity
Retired police officers, retired firefighters, ex-military,
first responders
These individuals know
many people and are deeply loyal to one another. Be prepared to offer
educational support as they learn the travel business — they tend to have
plenty of grit and will be fast learners. As agency owners, be understanding of
the fierce loyalty they feel toward their fellow fraternity brothers and
sisters.
4. Curious Learners
Curators, hobbyists, artists, writers
These intellectual types
follow their passions and seek out like-minded people to spend time with — and,
of course, to travel with. Be thinking of group travel opportunities.
Agency owners should see
this as a chance to grow their group business and actively encourage the
development of group itineraries.
5. Food and Wine Enthusiasts
Chefs, wine shop owners, sommeliers, restaurateurs
Among the many reasons
people travel is to enjoy world cuisine, experience local food scenes, and
taste regional wines. Agency owners looking for natural pied pipers should make
a point of talking travel with these individuals and becoming regular patrons
of their businesses. They will help you build your luxury, high-margin
business. Learn the lingo and embrace the lifestyle yourselves.
6. Travel Industry Colleagues
Hoteliers, supplier representatives, event planners
The travel advisor side of
the business comes naturally to those who already work within the industry.
They bring substantial travel knowledge and firsthand experience, making the
transition to the advisor role quicker than most. Since agency owners interact
with people across industry segments every day, it pays to always be on the
lookout for potential recruits within the agency.
7. Young Travelers and Travel Bloggers Bitten by the Travel Bug
Backpackers, students, travel
bloggers
These individuals think
about travel constantly. They want to see the world and are eager to learn.
They won't have as much money to spend as older clients — accept that reality
in the short term. Training resources from ASTA, The Travel Institute, and others
can help get them started.
And then there are travel
bloggers – a breed apart, and worth a closer look.
Bloggers are on cruise
ships, on tours, and on independent travel. They are tech-savvy and know how to
get "followers". They create excitement and make travel look easy,
adventurous, and fun.
Be patient, provide plenty
of support and encouragement, and create a clear career path for them. It
requires an investment of time, but consider the payoff: young clients with
many years of travel ahead, and all the lifestyle changes and life stages that
come with them - clients for a lifetime.
8. Existing Clients
Why not? You may lose a
client who helps pay the bills today, but in the long run, a converted client
will generate far more revenue for the agency than the commissions or fees
earned on a few trips a year.
Above all, this is a sales job. Can
this person close sales and build a book of repeat business? Can this person
represent your agency in the way you want to be seen and known? You have a
brand identity to protect.
The next great travel advisors are already out there – in
your community, in your favorite restaurant, in your spin class. Finding them
takes initiative: getting involved, striking up conversations, and
enthusiastically sharing what this profession is all about.
Many of these individuals have built careers that provided a
comfortable living, yet they will tell you without hesitation that travel is
what truly inspires them. Channel that inspiration, and you will have found not
just a new travel advisor, but a passionate one.
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