We are often asked: Is my investment in education really helping me make more money? Does certification matter in this industry? We also would add: Does the client care if I’m certified?
As we celebrate Promote Your Professionalism month at The Travel Institute, we thought these were perfect topics to discuss.
Let’s start with the facts: Recently we conducted an independent survey of nearly 2,000 U.S. travel agents, and these topics were included among the questions asked. The results answered our questions with a resounding Yes!
Certification = More Sales!
Survey findings from The Changing Face of Travel Agents, published in 2018, clearly indicate that higher sales and income are by-products of certification, especially the Certified Travel Associate (CTA®), Certified Travel Counselor (CTC®), and Certified Travel Industry Executive (CTIE®) designations earned through The Travel Institute. Looking at certification and specialist graduates, the average sales at the time of the survey, ranked highest to lowest, looked like this:
Certification = More Money!
Again, looking at certification and specialist graduates, the average compensation at the time of the survey, ranked from highest to lowest, looked like this:
- Travel Institute Certified (CTA, CTC, CTIE) $42,953
- Travel Institute Destination & Niche Specialist $37,534
- CLIA certified (CCC, ACC, ECC, MCC) $33,332
- Supplier/other destination-niche specialist $31,645
- Travel Institute TAP certificate (Travel Agent Proficiency) $21,968
- No certification or specialist training $19,428
In a nutshell, agents who are certified by The Travel Institute sell more and, therefore, make more. Why? Because they focus on personal development and higher standards and on how to become better businesspeople.
Clients DO Care!
Recently, there has been a significant uptick in consumer media articles that spotlight the value of a Certified Travel Professional, such as in this recent Washington Post article, titled How to Find a Travel Advisor Amid the Pandemic, advising consumers to look for The Travel Institute’s Certified Travel Associate or Certified Travel Consultant designation, which is like having a college degree in travel.
Furthermore, our own statistics prove it:
- More than 53,000 times consumers and travel industry colleagues have clicked to view and validate a certified graduate’s digital credential
- More than 27,000 consumers have discovered certified agents through search engines
- More than 3,000 certified professionals are being found by consumers and industry partners in the consumer-facing directory Find a Certified Travel Agent. Is your name there?
As you can see, there are many facts to answer the question: Does certification matter in our industry? At the end of the day, it’s entirely up to you to appreciate and see the value in education and certification. We once again turned to someone who has seen the results of her investment in education. Anne Smith, CTA, CTC, and CTIE—Travel Advisor, business owner, avid learner, and member of our Professional Educator Program—has made education and certification a priority in her very successful career. Join Anne at 1:00 pm (EST) TOMORROW as she gives you practical tips and techniques that put your expertise and knowledge at center stage. Register TODAY for the FREE webinar, Turning Your Credentials into Cashflow.
We also understand how difficult this past year has been, but your GRIT is admirable. To help you further your education and advance your career during our Promote Your Professionalism month, we offer you the opportunity to apply for a 50% Scholarship towards certification. Apply now because the offer expires July 31st.
Our mid-year advice is to focus on YOU. Travel is personal and, as a result, emotional. You have a unique purpose in this industry. You are creating life experiences for clients every day. Focus on being a better version of you. And know that you have an organization that supports YOU. The Travel Institute is focused on one thing: your education. We promise to keep content relevant, affordable, and accessible. YOU are our focus in 2021 and beyond.
