By Diane Petras, CTIE, President of The Travel Institute

Part one of a three-part series

In the ever-changing landscape of the travel industry, where anyone can become a travel advisor without experience or mandatory training, it has become crucial to establish and maintain a high level of professionalism. This is where certification through The Travel Institute comes into play, setting you apart from the crowd and showcasing your expertise and value to discerning travelers.

The Travel Institute was created in 1964 specifically for YOU as an independent non-profit organization that provides college-level education, certification, and testing that sets an industry standard to set you apart.

And in the last 59 years of staying true to our mission, we believe certification matters more than ever, especially in the complex post-pandemic world. The ease of entry into the industry has attracted a surge of individuals becoming travel advisors. Our collective challenge is sustaining our value with the traveling consumer. As a travel advisor, your challenge is to differentiate yourself by highlighting your value, expertise, and unique qualities to meet the high standards set by travelers.

The Travel Institute’s certification programs are designed to address this challenge. That is why certification through The Travel Institute matters.

But don’t just take my word for it:

Consider the viewpoint of one of our key partners and industry leaders. Last year, when we released the Certified Travel Associate course, 10th edition, she said: “Success doesn’t just happen.” Agents who apply the learning from this CTA® course will “absolutely have greater success.”

A graduate’s perspective often provides the most compelling reasons why certification matters. Our 27,000+ certified graduates and nearly 800 future graduates who enrolled just last year serve as a valuable resource to understand the value YOU can gain from certification.

In our recent travel advisor survey, the majority of respondents stated certification has a positive impact on their ability to attract and retain clients right now. It demonstrates professionalism, expertise, and dedication to ongoing learning, instilling trust in potential travelers. By becoming certified, you elevate the level of professionalism in our industry and inspire others to follow suit.

To show our appreciation for your commitment to professionalism, we are thrilled to announce that we will once again offer 50% tuition assistance starting on June 26. 

This is our way of continuing our mission of supporting your continuous learning journey and strengthening the industry as a whole.

Thank you for caring about professionalism and for being a part of this remarkable industry. Your dedication to continued learning not only makes you stronger as an individual but also contributes to the overall strength of the travel industry. Together, let’s uphold the highest standards of professionalism and LEAD BY EXAMPLE.

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