Susan Fields, CTC
“Times and conditions change so rapidly that we must
keep our aim constantly focused on the future.”
-Walt Disney
Introduction
The modern workplace has changed. It is changing. It will change. As Travel Professionals, we are accustomed to change and generally adapt to change easier than other industries. After decades of industry transformations, agency business is strong, but we will need to change to attract young professionals who commonly see our industry as extinct. We will need to learn what they are looking for in a modern workplace. We will need to learn how to support them through their careers. We will need to learn how to balance their needs with the needs our more experienced workforce. The key to success for all generations is training and development. Like the Travel Industry, the way adults learn is constantly changing. We will need to keep up with modern learning theories, as well as technological advances in training, to accommodate the new adult learner. And it’s not just young professionals who need updated training practices. With the rise of smartphones and tablets and the ability to find information (be it accurate or otherwise) instantaneously at the tap of a screen, all adults expect modern training to meet them when and where they need it. According to a survey by Trainingindustry.com, 70% of employees would leave a company if they were not provided with adequate training and development opportunities. (1) If you aren’t providing quality learning opportunities for your team, you may be literally left behind. Losing employees can be costly as well. Research by Cornerstone shows that replacing an employee can cost up to 150% of their salary. (2) By providing quality, accessible learning experiences, not only will you enrich your employee’s work experience, but you’ll also save on turnover and overhead for the business.
Attracting and Supporting a Multi-Generational Workforce
The world is getting smaller. Globalization and multi-national organizations have made doing business in the virtual space a necessity. As Travel Professionals, many of us have been embracing this change for quite some time. With the rise of Online Travel Agencies, however, we need to be on the cutting edge of change to stay competitive. Millennials and Gen Z, the generation following the Millennial generation, will soon make up the majority of the modern workforce as well as our clientele. While many generations are comfortable booking their own travel, only 48% of Millennials and 50% of Gen Z book their travel through an online travel agency. (3) Using this data, we can extrapolate that at least half of the market share of young travelers is seeking the advice of a travel professional, if not booking all their travel with one. Because young travelers travel differently from other generations, agencies need to employ and develop young professionals to meet the needs of the market. Young professionals are innovators and can move the business forward if they are given the appropriate resources. However, young professionals have also come to expect a different work environment than previous generations. Both Millennial and Gen Z workers value a flexible work schedule. Remote work is also an important benefit for Millennials and this is expected to intensify as Gen Z enters the workforce. (4) Agencies that can provide remote work and flexible scheduling are likely to attract these generations.
Likewise, Baby Boomers who haven’t retired yet, are also enjoying remote work. The Boomer generation of Travel Professionals are a gold mine of knowledge for an agency. Many have been in the business for their entire careers and have a wealth of knowledge and experience that they can pass on to others. Remote working may be a struggle for some due to technology, but it’s important not to stereotype this generation. Many are adopting new technology as quickly as their children, and even grandchildren, in an effort to communicate with the younger generations. Peer-to-peer training or mentoring between an experienced employee and a fledgling travel professional is one of the best development opportunities an agency can offer its employees. The newer employee benefits by learning from that wealth of knowledge the experienced employee has gained over their career as a travel professional. The experienced employee can gain personal satisfaction and give back to the business by passing on their knowledge. The experienced employee may even learn some contemporary methods, master a new technology, and may be able to partner with the mentee on an innovative idea.
Onboarding in the Virtual Space
Good training begins with onboarding. Onboarding isn’t just teaching an employee the systems and processes they need to do their job. It’s also introducing them to the company and its culture. Onboarding is a chance to cultivate a sense of belonging which can be the make-or-break factor when an employee is deciding to leave a job. Due to this combination of essential functions, onboarding is the ideal environment for a combination of Instructor Lead Training and Online Learning. In the gig economy, a worker may not have a single job, but may work one or more “gigs.” Many modern workers find this appealing because they can work whenever and wherever they choose. Some companies miss out on the “people” part of onboarding by providing solely online modules for orientation. Transportation companies like Uber and Lyft give their drivers quick videos on how to work their platforms, but do little (if any) in the way of personal entrenchment with their brand. As a result, most drivers are not loyal to one company and often drive for both. (5) This is fantastic for a worker in the gig economy, but because many “gigs” don’t offer Instructor Lead Training they lose out on workers and dollars to others by not fostering a sense of community. Many modern agencies no longer have employees, but host Independent Contractors, thereby making themselves part of the gig economy. If an agency doesn’t provide new Independent Contractors with Instructor Lead Training to build their commitment, what’s to stop the Contractor from moving to the next agency that offers them a higher commission percentage or lower joining fee? Nothing. So how can agencies offer Instructor Lead Training when employees or Independent Contractors are home-based throughout the region, nation or possibly the world?
- Video conferencing is imperative. When designing an onboarding program for remote workers, is it absolutely essential to invest in a video conferencing platform that is cost effective, but has dynamic features such as whiteboarding, note taking, screen sharing, etc. Gartner Research recommends using video interactions for Introductions to Company Culture and Values, Organizational Overviews, and Executive Welcome Messages. (6)
- All workers should be required to have a webcam to join the meeting/class. Designing a program that utilizes video from the start is much easier than introducing video conferencing when the employee or Independent Contractor has gotten used to not being seen in meetings and trainings.
- Workers should be required to attend their onboarding training on a schedule. While they might not have set hours on their own time, having a schedule during onboarding ensures the agency’s ability to provide Instructor Lead Training sessions to cultivate culture rather than having to rely on shallow, pre-recorded video. Instructor Lead Training will allow the instructor to introduce themselves and interact with the employee in a “face-to-face” setting which lets them know they aren’t alone in a sea of other unknown workers.
On the other side of the spectrum, some agencies remain stuck in the past by providing solely Instructor Lead Training. Onboarding should be a combination of Instructor Lead Training and Online Learning. While Instructor Lead Training is important for cultivating company culture, job functions and processes are more easily mastered when the learner can work through a course at their own pace. Learners often become bored and forget important processes if their job functions are taught to them by an instructor. Adult learners absorb and retain process-focused concepts much better in short bursts punctuated by practice. Additionally, a searchable repository for modulated learning concepts makes it easier for the learner to access the learning they need when they need it. A content authoring tool, learning management system, and sandbox environment are all important pieces of developing a self-paced learning method.
- A content authoring tool allows the training developer to build online learning classes or modules. Classes/modules can be as long or as short as the creator makes them, but most learners can retain the information better if it is broken up into several separate modules. Micro-learning is the name for this concept. A micro-learning class should take around 5-7 minutes for the learner to complete and may consist of theory, interactive practice, videos, validation questions, quizzes, etc.
- Micro-learning modules should then be grouped together into a course, which is contained in a Learning Management System. The Learning Management System should be user friendly and searchable. Learners may take a course during onboarding and find that they need to view a particular module within that course later when the situation arises. Having a searchable Learning Management System can facilitate on-demand learning in real time. Many Learning Management Systems have gamification embedded; meaning a learner earns points or badges based on the modules/courses they complete. Adding a gamification component to the Learning Management Systems ensures learners will continue to come back and learn more.
- A sandbox environment brings the course together. This allows the learner to practice the skills they have just learned in the course. Lessons should have forced sandbox activities threaded throughout the course. Adult learners can learn certain skills more effectively by getting a hands-on experience. The learner may not need the sandbox on a daily basis, but it should be made available when introducing a new concept or process.
Having these tools available during the onboarding process will allow the learner to become accustomed to seeking out needed information in the Learning Management System on their own. Using these tools consistently presents an organized, easy to understand training program which the organization can continue to use in ongoing training and development.
Continuing Training and Development
Providing continuing training and development opportunities is important to employees long after their onboarding is finished. Gone are the days when the employee leaves onboarding with a pat on the back and goes about their daily duties as assigned for an indefinite amount of time. Rapid technological advances make continuous learning a requirement in all industries, not just in academia. Employees today expect to grow personally and in their careers. If the agency doesn’t provide them with that opportunity, they will find one that will. (7) Once an employee has mastered the basics, they will look for more learning opportunities. Luckily, in an industry that expects and adapts to change, there is a plethora of learning and development opportunities available to travel professionals.
- Consortia’s provide many training opportunities through their preferred vendor relationships. Travel Leaders Network maintains their own Learning Management System that member agents can access to learn anything from sales basics to what’s new with their newest preferred vendor.
- Most vendors have developed their own training programs. Vendor training is provided to agents free of charge and agents may even receive rewards for completing them. They may be as short as a brochure or they might be a multi-course online learning program. Completing Royal Caribbean University will take an average of 4-6 hours. (8)
- In the travel industry, the absolute best way to learn about a vendor or destination is to travel. FAM trips are a fantastic opportunity for an agent to gain first-hand experience which they can then use to advise their clients. Experiencing a travel product/destination for themselves will ignite a passion for that supplier/destination unlike any other kind of learning. When an agent is passionate about something, it becomes much easier for them to sell that product/destination.
- Conferences are the perfect opportunity to learn about many different vendors/destinations in one place. Conferences also offer the chance to do face-to-face networking with vendor representatives and other travel professionals.
- In-house maintained continuing education is something that can be tailored to an agency’s employees specifically. An in-house training team can identify areas where an agent might need improvement and develop a training program or course for that agent or agency. From sales training to personal development, in-house training teams can devote the time and resources to target the agency’s needs.
When an employee receives continuing training and development, they recognize the agency’s commitment to them and their continued success. The agency should be dedicated to providing quality learning opportunities for its employees or Independent Contractors. By continually seeking out and developing training, the agency will ensure their ability to adapt to future changes in the industry.
“Our battered suitcases were piled on the sidewalk again; we had longer ways to go.
But no matter, the road is life. “
-Jack Kerouac
Conclusion
Much like travel, change is a never-ending journey. It is our job to discover what modern employees need no matter their generation. Current trends of remote work and flexible schedules might change with the next generation. Regardless of whether they do or not, to stay current, agencies must adapt to the needs of the modern workforce. We may also have to implement changes to our onboarding practices. Only 10 years ago, (9) online learning was just beginning to become accessible for students. It is practically guaranteed that the next 10 years will bring about even greater changes. To keep up with these changes, we will need to constantly reevaluate best practices for onboarding new employees. Employees today expect employers to provide them with continued growth opportunities. This is unlikely to change with future generations so it’s important to focus on creating those opportunities. A successful organization will be able to balance the needs of its workforce, reevaluate and reassess its practices and processes, and embrace the change that it will face for years to come.
Resources
1 Khurgin, Alex. TrainingIndustry.com. “Learn Better, Work Better: How 21st Century Training Elevates Performance.”
2 Borysenko, Karlyn. ZenWorkplace.com. “The Cost of Employee Turnover.”
3 Expedia and The Center for Generational Kinetics. Expedia.com. “Generations on the Move. A deep dive into multi-generational travel trends and how their habits will impact the future of the industry.”
4 Villa, Denise. Dorsey, Jason. The Center for Generational Kinetics. GenHQ.com. “The State of Gen Z 2017: Meet the Throwback Generation.”
5 Antczak, Stephen. Next Avenue. Forbes.com. “11 Things to Know Before Becoming an Uber Or Lyft Driver.”
6 Gartner Research. Gartner.com. “Developing Use Cases for Sharing Video Content in the Enterprise.”
7 Agarwal, Dimple. Bersin, Josh. Lahiri, Gaurav. Schwartz, Jeff. Volini, Erica. Deloitte.com. “Introduction: The rise of the social enterprise. 2018 Global Human Capital Trends.”
8 Royal Caribbean International. RoyalCaribbeanUniversity.com. “Frequently Asked Questions.”
9 Ferrer, David. TheBestSchools.com. “History of Online Education.”
