What is a professional? This certainly has been a very hot topic in the travel industry lately. The term is used to describe people who earn their living by practicing a skill or engaging in an activity that requires expertise.
But being a professional means more than mastering a specific body of knowledge. A true travel professional demonstrates a certain attitude and a commitment to the standards of the occupation and to the interests of the client. Only people who are willing to give those standards and the client’s interests priority over personal considerations—and who possess the skills and knowledge to perform their jobs with expertise—truly demonstrate professionalism.
Throughout July, we are thrilled to help you gain the knowledge you need to succeed and showcase your professionalism by offering you the opportunity to apply for 50% certification scholarships.
So, what is professionalism?
Knowledge: Without knowledge, you will not gain your client’s or your team’s trust. Without trust, you will not have many clients or be able to grow your team. It sounds simple, but it actually is complex. In addition to taking advantage of your agency and supplier training, you should extend your knowledge on professional and practical skills, such as sales, service, marketing, destinations, itinerary building, presentation skills, communications, and many others. These skills will provide you with the knowledge you need to gain trust within your community. This industry is constantly changing, and, as a travel professional, you need to constantly be learning. The CTA®, CTC®, CTIE® programs will arm you with many of the skills you need to succeed. They also will set you up for continuous learning and knowledge building.
Credibility and Trust: With trust and knowledge comes credibility. Earning your credentials as a Travel Institutecertified professional is a powerful statement of who you are and of the commitment you have made to your career. Having the recognized credentials sets you apart and adds a critical level of branding of your professionalism. Yes, clients seek your credentials when shopping for the right advisor to help them. It is up to you to showcase your credibility and professionalism. Listen to what Royal Caribbean International’s Senior Vice President of Sales and Trade Support & Service—and longtime Travel Institute Ambassador—Vicky Freed, CTC, has to say about what being a lifetime CTC has meant to her.
Ethics: Doing the right thing when no one is looking can sometimes be challenging, as is putting your clients’ needs first, especially if it means earning lower revenue. Supporting and working in a professional manner with your industry colleagues—such as supplier partners— some days also can test your patience. But professionals who understand ethics and their role in it will always look at the challenges presented to them and choose the right ethical behavior. The CTA, CTC, and CTIE programs will guide you through some of these interesting situations, so YOU can always stay a true professional.
First impressions are lasting impressions: Jan Carlzon, of SAS Airlines, first coined the phrase moments of truth to describe the myriad opportunities you have to leave a lasting impression with your customer during every encounter. A moment of truth is a chance to connect with your customer and create a foundation for customer loyalty. Consider what Carlzon said:
- Every passenger has four contacts with SAS employees per flight
- 125 people per flight = 500 moments of truth per flight
- 500 moments per flight x 1,500 flights per day = 750,000 moments of truth per day
Take a look at YOUR first impressions and do your math. What kind of impression do you and your agency make every day? How many impression touchpoints do your clients have with you? How do you rate yourself?
Ultimately, being a travel professional requires many skills. Many people think that just knowing how to “book a trip” is enough. But the truth is, well, that’s a myth. Successful travel professionals must excel in communication, sales, and customer service. They need in-depth knowledge of destination geography, specific niche markets, and a broad range of travel products. Staying updated with the latest technology and having strong research skills also are essential skills. Additionally, understanding the business from all angles, including marketing, finance, and legal, is crucial for providing comprehensive travel solutions to your clients and your business.
Above all, travel professionals must be adaptable and able to anticipate and meet the evolving needs of their clients. As a professional travel manager, your skill set requires a keen understanding of all management and leadership areas—from coaching to empowering, emotional intelligence, and so much more.
Take these simple steps and resolve to be the best you can be! And if you are not yet certified, seize the opportunity and apply today to possibly receive a 50% scholarship. To learn more, join Guida Botelho, CTIE, on July 9 at 3:00 p.m. (ET).
As you continue your quest toward professionalism, The Travel Institute will be there every step of the way. Our Mission is YOUR Success.
