by Lacey Pfalz
Last updated: 10:10 AM ET, Thu May 2, 2024
Most travel agencies are looking to hire more advisors, but are struggling to do so, according to a survey by American Marketing Group.
The group, which has affiliated agencies under TRAVELSAVERS, NEST and Affluent Traveler Collection, asked its travel advisors from the U.S. and Canada their thoughts on their biggest professional challenge: a travel advisor shortage.
The date shows that 34 percent of agencies are planning on hiring at least one new travel advisor this year, with another 35 percent looking into hiring someone. This shows a growing demand for advisors, which coincides with the U.S. Bureau of Labor Statistics prediction that the need for travel advisors will grow 3 percent annually until 2032, with 8,600 new openings each year.
Yet 56 percent of travel agencies who lost advisors during the pandemic haven’t replaced them. With two-thirds of travel advisors being over the age of 50, there’s also more advisors entering retirement age. Only 6 percent of travel advisors are under the age of 35.
Travel agencies who need to hire more staff this year find it hard to find qualified candidates: only 7 percent say it’s an easy task, with 59 percent of respondents believing it’s not easy at all.
Overwhelmingly, the struggle to find good candidates comes from four major issues: candidates don’t have the right skills (49 percent), they just want to travel for free (44 percent), they’re not willing to work hard (41 percent) and the pay isn’t high enough to attract serious candidates (41 percent).
“The travel industry is facing a perfect storm,” said AMG Chief Sales Officer Kathryn Mazza-Burney. “Veteran advisors are leaving the field at the same time that travelers are eager to partner with them. As an industry, we have an obligation to attract new talent to get ahead of the huge demand our agencies are facing.”
“We need to shout from the rooftops that travel advisors are thriving,” said Mazza-Burney. “We also need to educate prospects about the realities of the career. Yes, they need the right skills and training. Yes, they will work hard to establish themselves. But those who are a fit will enter a wonderful community of talented people in an industry with unlimited potential.”
Yet the demand for new travel advisors comes at a time when travelers are more willing to work with them. NEST, for example, recently celebrated its 20th anniversary of supporting 500 home-based travel agencies; it's only one example of how travel advisors aren't going obsolete any time soon. Yet there needs to be change to create a new and much-needed generation of travel advisors.
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