When we hear that the industry needs higher professional standards for those entering the profession, it is important to remember The Travel Institute’s history and purpose and to be reminded of the role we currently play in serving that need.
In 1963, an executive committee recommended that a chartered, non-profit Institute be created to:
- Establish higher educational and professional industry standards
- Administer a formal training designed to raise the level of individual competence
- Uphold high professional ethical standards of those who became certified.
That committee represented a cross section of the industry, including agency owners, airlines, tour operators, and hoteliers, many of whom later became Institute board members. Over the years, the recognition of this mission continues to be the true north for our industry, one shared by many of our leaders. Check out the messages from trail blazers, such as Arthur Tauck, Jr., CTC, Vicki Freed, CTC, Jackie Friedman, CTC, and Roger Block, CTC.
In 1964, The Travel Institute—at the time known as the Institute of Certified Travel Agents (ICTA)—was incorporated, and it partnered with Michigan State University to create the Certified Travel Counselor (CTC®) curriculum.
Throughout the years, we’ve continually updated our CTC curriculum to ensure relevance in an ever-changing industry landscape.
In the 1990s, we recognized the demands of frontline sales advisors and introduced the Certified Travel Associate (CTA®) program, which aimed to equip professionals with the specialized knowledge and skills needed to excel in their roles. Our commitment to nurturing talent and fostering leadership continued into the 2000s when we launched the Certified Travel Industry Executive (CTIE®) program, designed to cultivate the skills and expertise for current and future industry leaders. All the additions of our certification programs exemplify our dedication to empowering travel professionals at every stage of their careers.
The CTA, along with the CTC and CTIE, boasts more than 30,000 graduates today. For six decades now, individuals and organizations alike view certification from The Travel Institute as the gold standard for travel industry education.
As the industry continued to evolve, the landscape shifted from brick-and-mortar agencies to an independent contractor/home base model, creating an opportunity for many to join our industry. Recognizing the influx of new talent, The Travel Institute in 1998 identified the need for a vetting tool and, thus, created the Travel Agent Proficiency (TAP®) exam to ensure that newcomers demonstrated mastery of travel industry basics.
The exam was incorporated into the introductory training course, now known as The TRIPKIT℠, a Magellan Gold Award winner, which has trained thousands of individuals through colleges, career schools, travel agencies, and independent study. There are over 7,000 TAP graduates, many working as independent contractors or for brick-and-mortar agencies. To continue supporting our industry, we developed a Hire Me page where owners and trained talent can immediately connect for job opportunities.
As our industry undergoes constant change and expansion, we remain closely aligned with its evolution. Presently, the demand for ongoing training has reached unprecedented levels, with subjects such as Destinations, Niche Markets, Marketing, and Entrepreneurship in high demand. To address this need, The Travel Institute has curated a comprehensive Premium Access Library, featuring 15 specialist courses, including our latest additions, the Paris Destination Specialist Course and the Group Travel Specialist Course. Furthermore, we are excited to announce upcoming courses on Vietnam and various other destinations and topics.
George Brownell, visionary, agency owner, and one of the founding fathers of The Travel Institute said it best. In a 1968 article about the future of the industry, he wrote: “In my opinion, only creative, highly trained, professional travel agents will be able to survive in the coming jumbo jet age.” Then and now, Our Mission Is YOUR Success! Whether you are new to the industry, a veteran, or an executive, our non-profit mission is to help you every step of the way.
Please consider backing The Travel Institute's nonprofit mission to provide top-tier education to all travel professionals. Join us in volunteering your expertise to empower both aspiring and seasoned professionals in the industry to flourish and succeed.
