Caitlin Dobson, CTC
INTRODUCTION
While age may be little more than a number, the importance of connecting generational dots within the travel industry is immeasurable. Starting at the core, it is worth exploring perspectives of working travel professionals and the generational divide existing among those who are experienced, those new to the industry, and everything in between, so we can work toward bridging gaps. It is just as necessary to consider age gaps from a client perspective and to be aware of what separates travelers when it comes to preferences, booking style, and overall travel personality, in order to better sell to the needs of all ages. Overall, this article argues the solution lies in the establishment, maintenance, and sustainability of mutual respect, reciprocated regardless of one’s age, travel experience, and length of time in the industry. All things considered, we must seek to understand and navigate such a shifting yet consistent divide. Heeding the following recommendations for minding in order to continue bridging those gaps, by way of respecting the history of the profession while still keeping up with the times, is needed. For the sake of survival in an ever-changing world, it appears the future of the travel industry may ultimately depend on it.
DISPARITY TO MUTUALITY: A Travel Professional’s Guide to Navigating a Timeless Divide
The travel industry is arguably one of the most fluid, ever-changing industries in the professional world. That is both exciting and scary, depending on who you ask. From the WorldWideWeb going live in the early 1990’s(1) to that Monday morning Delta Airlines commission-cutting fax in the early 2000’s, the industry has never been immune to change. From faxes to email, from paper tickets to e-docs, from competing with other agencies to competing with the Internet, from private car service to Uber and Lyft, from contracted villas and apartments to Airbnb, travel professionals have most certainly learned to live life on their toes. Aside from inevitable shifts in all things travel, exploring generational gaps when it comes to travel as a profession starts at the foundation of the industry – with ourselves. When stepping into most travel agencies, it is likely you will come across advisors of all ages- offering a staff mix of predominantly experienced and mature travel advisors, those who have been in the industry for 10-15 years, and perhaps one or two new-to-the-industry advisors.
As a 32-year-old professional woman having worked in travel for a combined total of more than 6 years, personal travel experience beyond the industry spanning more than 50 countries, a sincere passion for being a global citizen, and a curiosity in how the future of travel will unfold, I have found myself striving to observe and understand the dynamics among travel advisors, both experienced and new to the industry. As a college graduate in my early 20’s I was fortunate to have stepped into the industry and was almost immediately trained in MySabre (GDS), a valuable skill learned from a handful of travel colleagues, who offered more than 20 years of experience in the industry and unwavering patience with me. While I consider myself highly skilled in all things tech, I have been enlightened by colleagues in their 20’s who suggest the latest travel apps, programs, and software. Many of these colleagues are born and raised to be gifted in and passionate about all things tech as well. To many mature advisors, millennial advisors may seem like tech prodigies, while those very same millennials may not know the first thing about Sabre, Apollo, or Amadeus. Having worked as both a travel agent in the industry, as well as on the supplier side through a tour operator, I have found myself navigating both nuances and at times glaring issues of conflict between people of varying ages, particularly when it comes to seasoned travel professionals gelling with those new to the industry.
For the sake of this article, it is important to note technology is not the only dividing factor among generations of travel professionals, nor is it always a divider. I have worked alongside a number of middle aged to mature travel professionals who utilize technology just as well as my younger colleagues. Sometimes differences lie in the way work is done, the way travel advisors themselves travel, and other nuances within the industry that very clearly separate old ways from new. This is also not to say one way is right and the other wrong. It is to say there seems to be a noticeable lack of harmony to be found within the walls of most travel companies to date, mostly out of tune thanks to its own generational divide.
Regardless of age, it is vital to figure out how to sustain new talent. In other words, how do we help our industry to grow in ways that make new travel advisors want to stick around? Moreover, whether millennials realize it or not, maintaining their own levels of professionalism in an industry in constant competition with rapid fire booking available on the internet, and peers who feel just as capable of booking travel on their own, our level of professionalism depends on traditional expertise and know-how honed with the help of experienced colleagues. Learned professionalism can help set apart younger travel advisors from their self-sufficient traveling peers.
The point is, there is an (at times painfully) obvious gap in the way a travel company operates, which can also be seen as opportunities for growth. One of the biggest issues of conflict can be found in first determining whether a travel company is open to acknowledging their own disconnect and then working to develop and strategize the company’s capacity to build its own necessary bridges. No matter our age, travel professionals can all agree the future of the travel industry relies heavily on the addition of new, younger, sustainable talent. Rather than a mindset of replacing existing generations of travel advisors, the goal must be to enhance, evolve, and maybe learn a thing or two from innovative, fresh perspectives.
In terms of business operations and strategic planning within a travel company, there are a number of factors to consider, especially when developing travel advisors of any age. While there are many other factors we could include for analysis, for the sake of this article, the following factors seem to resonate most and call for every travel company’s direct attention:
● Day-to-Day Operations
Has your company created an environment lending itself to adequate functionality? Is your equipment up-to-date and current? Do you regularly and properly train seasoned employees on the latest software and programs supported through your office, so you can continue to evolve as a company? If a young, millennial travel advisor walked through your doors, would they have the tools they need to help your company remain competitive and grow? When advisors, both mature and new, bring ideas to the table, do you have the infrastructure in place to support these new concepts? Depending on what type of staff you are attempting to build and maintain, the environment you offer can either attract advisors who want to stick around long term or advisors who contribute to your employee turnover.
● Technology versus Tradition
While this can be one of the most difficult and fluid aspects of running a travel company, it is arguably one of the most vital. Would a millennial walk through your organization’s doors today and be impressed with the technology you offer, from your office computers to office phones to opportunities for remote work to software programs used? Are you prioritizing the need to invest in the latest versions of software? Would a mature advisor walk through your organization’s door and be capable of using the technology you offer? Do you have an onboarding process and training programs in place? Is your GDS and CRM adequate, and when advisors run into issues, do you provide proper support for each? Are you open to investing in and implementing new technology, both in theory and practice, or do you consider change to be too much of a headache? How often do you use the adage, “This is how we have always done it?” Can you think of ways in which this mindset has held you back?
VP of 20/20 Assessment, an Internet-based human resources assessment tool for the hospitality-service industry, Alan Keith states, “Learning to capitalize upon millennials’ strengths, like technology, rather than forcing them to adjust to older ways of learning can be challenging for other generations, but it must happen…Imagine, this is a generation, these are people that have never experienced life without computers. Ninety-seven percent own a computer. With cell phones, iPods and laptops, their notion of workspace absolutely has expanded, just like their personal space has expanded…Not only will it help them be more satisfied in their positions, but it also can help the hotel streamline and improve its operations.”(2)
On the other hand, when you do innovate and make changes within your company, do you properly trainall of your employees? Do you uphold levels of respect for experienced advisors who are used to operating with certain technologies in particular ways, and are you open to working on an individual level with employees who may fear change? How are you encouraging buy-in from your employees to the ways in which you aim for your company to evolve?
● Professional Development
Does your employee package include full benefits, a 401K, payment via direct deposit, competitive salaries? If you own a travel agency, is your commission split with independent contractors flexible and fair? If you attract millennial travel advisors who are passionate about travel and step into your office with travel experience spanning multiple countries, it is likely they are walking through your door expecting to be met with travel opportunities provided by you. Does your business offer the structure and capacity to support them going out in the world and experiencing the very products you want and need them to sell? If you managed a car dealership, would you expect your sales people to adequately sell your company’s products without having test driven any of the cars you want driven off your lot? Are you prioritizing training programs and regular Familiarization Trips, in order to keep experienced advisors updated on current travel trends, supplier and destination updates, property changes, and similar? Do you view your employees as a business expense, or do you consider them an investment? How can you create a Business Plan and solid employee structure offering new travel advisors room for growth and promotion, rather than lateral movement within the company? When you bring in a new travel advisor, are you maximizing their skillset to best benefit your business, or are you underutilizing their potential? Do you offer your experienced, mature advisor employees a clear pathway to retirement?
“Monthly one-on-one meetings between an employee and manager are one way to keep millennials on a path toward their future while giving them the structure and feedback they crave,” said Leo Campbell, manager of education and career development at Loews Hotels. “A mentorship program and constant training is key to keeping millennials at a job and allows them to see that their employer cares enough to invest in them. There has to be a plan in place for them so they can see where their future is going.” “Additionally, employers should recognize employees for their work—in a way that each employee desires,” Keith said. “While some like to be acknowledged for their efforts in front of a group, some would rather a congratulatory e-mail or personal discussion. You want to celebrate and honor and leverage their strengths. And it’s about the manager supporting that plan.”(30
An example of one travel company making an attempt to address generational issues within the industry is Pique Travel, a Virtuoso travel agency in Minneapolis. CEO Jim Bendt states, “When we were building Pique, it was really important to us to have employees come from all generations, so you weren’t going to see only 40-plus or 50-plus staff…We have all different age ranges; we did that on purpose for a more holistic approach to travel but also for a different perspective on how to do travel.” Bendt referenced the importance of hiring millennial advisors who come to the table with existing personal travel experience, holding “speakers’ series” events in the office where the likes of private safari guides from Africa and photographers from India are featured. Bendt refers to all of his travel advisors as “travel designers” and “travel managers.”(4) Encouragement toward employee self-empowerment can speak volumes for employees, regardless of age, and it can benefit your company overall.
● Relationship Building
How much are you monitoring and evaluation individual employee satisfaction among your staff? How are you working daily to strengthen the bonds among your staff? While the necessary approach may vary, the need for belonging is ageless. What sort of team building activities, meetings, and events do you hold, and how often? How high are each of these on your list of priorities? Raise them higher.
Do your mature advisors seem able to bond with colleagues who may not necessarily offer as much life experience as them? Do your millennial advisors seem open to learning from colleagues who may not seem as up-to-date with the latest trends, technology, and ways of traveling as they are? Are your employees curious about one another’s lives outside of work, and are you setting an example by genuinely caring about the health, families and individual lives of your employees? Would you say your employees describe their work for you as a job or a career? Asking each of your employees that question alone may help you to uncover quite a great deal.
Help the sustainability of your business by being open to the perspectives of younger advisors (and come prepared with some thick skin, while you are at it). In “Why Millennials Keep Dumping You: An Open Letter to Management,” millennial and cum laude graduate of Boston University Elizabeth McLeod outlines her top 4 reasons for leaving a company stating, “1. You tolerate low performance. 2. ROI is not enough for me. 3. Culture is more than free Panera. (4). It’s ok to get personal…Millennials are telling us what we already know in our hearts to be true. People want to make money, they also want to make a difference. Successful leaders put purpose before profit, and they wind up with teams who drive revenue through the roof.”(5) What are you doing to develop, nurture, maintain, and sustain relationships within your company? Care enough to dig deep, the same you would your own wellbeing.
● Inclusiveness and Diversity
While this topic alone begs for a separate article, if we are going to talk about an issue as delicate as age, we must expand our minds to consider inclusiveness and diversity of travel professionals from all walks of life. Moreover, ensuring your business is one priding itself on welcoming diversity and creating an inclusive environment will almost certainly attract young talent to your company.(6) Considering the current political climate in the United States alone, we can rest assured future generations of engaged citizens will seek diverse and inclusive career settings more and more. Will your organization end up on the right side of history?
What efforts are you making to attract employees from marginalized groups, aiming for quality employees regardless of creed, class, and color? Do you avoid hiring mature advisors for fear they may soon retire, or are you committed to nurturing staff members at varying points in life? As an employer that is part of an inevitably evolving society, are you equally valuing single employees and married employees who have children? As Bella De Paulo states, “The rise of single people is a national and international phenomenon. In the US, for example, in 1970, only 28% of adults 18 and older were not married. Now, nearly half (45%) are unmarried. Americans now spend more years of their adult lives not married than married. These trends are showing no signs of reversing. Workplaces need to adapt to a workforce that is increasingly unmarried. Fortunately, workers who are single are contributing more than we ever knew.”(7)
What is your company’s gender ratio? It is well-known the travel industry is female, but how many females currently have roles on your management team, or are at the top of your company? As of 2012, 72% of travel agents were women, and it is suspected that number has grown.(8) However, according to Michelle Baran in “Narrowing the Gap: Women in the Travel Industry,” “Despite the large number of women who make up the travel and tourism workforce, when you look at the boardrooms and C-suites at some of the largest global travel companies, the numbers range from as low as one woman on an executive team of 25 at Las Vegas Sands (4% representation), to as high as 33% at American Airlines, where there are three women on the nine-person management team… Women are clearly the dominant consumers and sellers of travel, and yet their numbers aren’t reflected in the highest decision-making positions in the industry. Laura Mandala, Founder of Women in Travel and Tourism International (Witti) states, “I know it sounds cliche, but the old boys’ club is alive and well.” (9)
According to Mandala, who also runs Mandala Research, to “evaluate emerging developments that help destinations and travel companies attract their target markets,” “…there are many more female GMs now due to a greater awareness and desire for diversity within the industry, and hotels consequently are adjusting their requirements for general managers.” Furthermore, “An investment research and analytics company MSCI ESG Research in November published a report titled ‘Women On Boards,’ which found that companies with strong female leadership generated a return on equity of 10.1% per year versus 7.4% for those that lacked female leadership.”(10) In other words, regardless of your own gender, bringing more women up the ranks of your company may ultimately improve your bottom line.
● Employee Retention
What is your employee turnover rate, and do you keep track? Are you monitoring and evaluating your levels of employee satisfaction, so you can plan for the long-term future of your company? Is your ear to the ground in listening to the levels of happiness among your staff, or are you too busy being reactive to daily operations? If your employee turnover rate is high, do you take responsibility for what could look from the outside to be a revolving door, or do you blame it on the advisors, the economy, or the weather? What are you doing to nurture your employees so they stick around? What will you do to address your shortcomings, to attract young talent, and maintain existing talent? Write a list, form a plan, implement it, and stick to it. Your employees are worth prioritizing, as they are a reflection of the quality of your company. A staff’s collective level of happiness (or lack thereof) is a reflection of you.
If millennials are the future of the industry, as both Young Professionals in Travel (11) and Millennials in Travel (12) claim to be, then it is currently in most travel companies’ best interests to keep them. The challenge is in doing just that. As Lisa Earle McLeod states, “Attracting and keeping top millennial talent is a burning issue for leaders. Millennials are 35% of the workforce. By 2020 they’ll be 46% of the working population. Some of our most successful clients — organizations like G Adventures, Google, and Hootsuite — are filled with millennials who are on fire for their jobs. Yet many organizations struggle to attract, and retain, top millennial talent.” (13) In addition to her daughter Elizabeth’s reasons for why millennials keep leaving companies, Elizabeth states, “We know the stereotypes. Millennials never settle down. We’re drowning in debt for useless degrees. We refuse to put our phone away. We are addicted to lattes even at the expense of our water bill. Our bosses are not wrong about these perceptions. But, pointing to our sometimes irresponsible spending and fear of interpersonal commitment isn’t going to solve your problem. You still need us. We’re the ones who’ve mastered social media, who have the energy of a thousand suns, and who will knock back 5-dollar macchiatos until the job is done perfectly.” (14)
In “Keeping a New Generation Engaged, Satisfied,” Emily Hannah reports, “While many positive characterizations of millennials—those individuals born between about 1980 and 2000—exist, such as they are tech-savvy, idealistic and excellent multitaskers, one negative depiction remains prevalent: If left unsatisfied, they will be quick to leave a job. ‘This generation is far more career-focused and ambitious than any other generation,’ said Alan Keith during the webinar ‘Working with Generation Y Employees.’ ‘You are going to have to work hard at giving them career paths, at developing them, investing in them and retaining them because if you don’t do a good job, they’re off and running to another employer.”(15)
“While baby boomers and those in Generation X were willing to let companies shape their role, millennials set boundaries they expect their employers to follow,’ said Campbell. ‘One of the bad raps millennials get is that they’re not loyal…They are loyal, but they’re the first generation that’s said, ‘I’ll be loyal to you, but you have to give me a reason to be.’ If a company recognizes that, they will be able to engage and retain millennials… It might be saying, ‘Hey, today’s a slow time, why don’t you get out of here to do what you want to do?’ And then it’s the responsibility of the millennial to realize this is not a 9-5 job…To retain them, we need to realize they’re not going to give their entire life to work. That’s just not going to happen, and for the hotel industry that’s difficult because this is an industry that doesn’t call for balance all of the time.’ And although (Campbell) acknowledges that a 23-year-old who wants to be a GM by age 30 must realize he or she may have to work 60-70 hours per week to get there, a successful relationship with Generation Y requires flexibility from employers.” (16)
The hope is for each of these factors to inspire more questions to ask yourself, so you can work to improve your own company. If we direct attention where it is due and take a personal deep dive approach to each within the context of our organization, numerous opportunities for bridging gaps present themselves. Paying enough attention to each will not only help to create a more harmonious office environment but will manifest in ways that could absolutely reflect in your bottom line numbers. Paying closer attention to long term goals will only contribute to the sustainability of your company, perhaps more than all of your short term goals combined.
MINDING THE GAP: Cultivating a Book of Clients for the Ages
While acknowledging the generational divide that exists among working travel professionals, it is just as important to be aware of the generational differences among clients with whom we collaborate, service, and advise. It could be argued acquiring clients of all ages from young to middle-aged to mature travelers, from affluent millennials to retirees to multi-generational families, the sustainability of our business depends on client inclusivity. Many experienced advisors have developed and maintained long term relationships with clients, many of which travel 2-3 times a year, many of which are by now mature travelers. The key to sustaining relationships with mature clients may lie in networking throughout their families, friend groups, and people of any age who may be referred to you by your existing client. Many new-to-the-industry advisors may struggle to not only generate a book of clients through their own circle of friends, but they may struggle to attract clients who have the right kind of money to spend.
There are also a number of factors to consider in the development of any travel advisor’s book of clients, especially when attracting clients of varying ages:
● Day-to-Day Operations
What is your agency’s approach to existing clients, and do you revise your approach depending on their age? How in tune are you with your clients’ travel personality? When it comes to your mature clients, in what ways do you communicate with them? Over the phone, via email, in person? When it comes to younger clientele, do you insist on picking up the phone, or do you adapt to their email-friendly communication style? How do you market to your clients? Does your strategy vary, or do you offer a one size fits all approach? Have you prioritized your company website? When clients walk through your door, will they feel comfortable sitting down and talking travel with you? Will a mature client walk in and feel at home? Will a millennial client walk in and feel at home?
Contrary to popular assumption, millennial travelers are in fact open to working with travel agents to plan their travels. So, in what ways are you reaching out to them? In the Travel Agent Central article “Is Youth Being Served?” Michael Brown states, “Many of you currently hold small events in your communities to promote your latest offerings—think about connecting to this segment through the local college or Starbucks or wherever the ‘millennials’ gather in your area. And, of course, don’t forget the power of social networking with this group.” (17) Social Media is now an arguably vital part of marketing and advisor-client relationship building. Furthermore, according to a 2016 article titled “Millennials Are More Likely to Use Travel Agents Than Any Other U.S. Demographic,” Andrew Sheivachman states, “A striking 45 percent of millennials polled said they’re likely to recommend a travel agent to a friend or family member. Overall, about two-thirds of those polled across all demographics said using an agent makes their trip better.” Clearly, the industry is no longer on its death bed, so what are you doing to help keep it alive and well?
According to an article titled “Clear Generation Gap on Holiday Travel Decisions,” “AARP Travel, a resource for America’s 76 million Baby Boomers who spend over $120 billion annually on leisure travel, indicates the three generations deviate on a wide array of trip details, including their booking method, their lodging arrangements and even what they choose to pack.” (18) In other words, your approach to clients of all ages must vary.
● Technology versus Tradition
Do you think mailing physical brochures to millennials would have the same impact as mailing them to mature clients? When coordinating travel documents, do you listen to millennials who tell you they would rather travel with e-docs? For your mature and middle-aged clients, are you providing them with (travel-friendly) paper documents? Have you asked either which they actually prefer in the first place? Staying in tune with your clients’ travel personalities includes listening to their technological needs. In many cases, it may genuinely impact your client retention.
The trick is in maintaining a diverse approach, depending on your clients. According to “Generation Gap: What Your Age Says About How You Travel,” Marian Krueger states, “Millennials’ astute use of the Internet and social connectivity informs their travel preparation, and how they live when they’re on the road. They edge out other generations in their desire to be connected. This generation is connected 24-7, and that’s clear in the way they treat every stage of their travel…They’re savvy with travel tricks and tools. One-half of millennials say they’re “travel hackers”, meaning they know all of the best sites and methods to get the best travel deals, while just 26% of Gen Xers and 12% of boomers share that sentiment…They stay connected always, in all ways: Whether flying for business or pleasure, Wi-Fi is the coveted in-flight amenity (41% and 46% of millennials says it’s the most important amenity for leisure and business travel respectively, topping entertainment systems or premium economy). Fast, free Wi-Fi is the favorite hotel perk for leisure travel (cited by 28% of millennial respondents). And fully one in ten say Wi-Fi trouble is their worst travel nightmare, topping extreme turbulence, lost luggage or an emergency landing…They get travel ideas from social media. Forty-four percent of millennials get travel inspiration from YouTube videos and 28% from Instagram. While just 18% of Gen Xers and 6% of boomers turn to YouTube, and 7% and 1% of Gen Xers and boomers to Instagram respectively.” (19)
In an article titled “Bridging the Generation Gap: Catering to Millennials in Business Travel, Tim Wheatcroft states, “…Millennials are – unsurprisingly – by far the most mobile-oriented and mobile-dependent group. They’re 13% more likely than all business travelers to use mobile devices to check itineraries daily while on the road, 22% more likely to use social media for work purposes and fully 25% more likely to check or submit expenses from their smartphone each day…Given Millennials’ / post-Millennials high level of attachment to mobile devices, a critical consideration for corporate travel professionals is to ensure all their technology partners can comprehensively deliver business travel services, such as travel booking and expense management, over a smartphone…This ease of use needs to extend into more complex travel transactions, for example, the ability to manage and seamlessly expense bookings and itinerary changes without having to toggle between apps or browser windows is essential for reducing friction while on the road.” (20)
Beyond ease of use and regardless of age, travelers tend to be increasingly environmentally conscious as well, particularly when it comes to encouraging corporate social responsibility. Wheatcroft states, “Millennials are known to embrace corporate social responsibility (CSR) much more than previous generations, whether for the brands they choose as consumers, or their employers’ own culture and initiatives.” (21) What is your company doing to improve your own CSR? Suggestions by Wheatcroft include:**
** “Selecting travel and lodging partners with a strong commitment to the environment, fair labor practices
** Offering company carbon offsets for flights
** Choosing suppliers that have their own CSR programs
** Enhancing duty of care initiatives towards their travelers” (22)
Whatever you are doing to keep your company’s operations updated through the use of current technology, and wherever you may be lacking in this respect, clients of all ages, particularly future clients, take notice.
● Relationship Building
While the preceding factors can hurt or help, both play into the relationships you build with your clients. How else are you working to nurture relationships with clients of varying ages? Take a look at the demographics of your clientele. Do you stick within one age group? Ask yourself why you wouldn’t branch out to include younger or more mature clients. There is rarely a good reason as to why you cannot provide quality service to both. Younger advisors would benefit from taking on mature clients, particularly if you are a luxury travel consultant. On the other hand, a book of clients mainly consisting of mature travelers only would also benefit from diversification.
In the Travel Agent Central article, “Marketing Travel to Millennials,” President of the National Transport Authority (NTA) Lisa Simon speaks to dynamics the profession of travel, which ring true for shifts in traveler/client demographics as well. She states, “The impending generational shift is important for associations, whose members and leaders have been Baby Boomers. As Boomers phase out of the workplace, associations will rely on Gen X and Gen Y. And because young professionals engage differently, the NTA board knows it’s important to understand their needs in order to meet their expectations.”(23) The article goes on to state, “Millennials travel in groups but don’t think of it as ‘group travel’; they’re simply seeking shared experiences…Their travel is focused on how they will change the world; good works is a way of life for Millennials…Sustainability is not merely important to Millennials—it’s necessary…One of the most enlightening points is that Millennials like traveling in groups and they expect value for their investment. That means they want two of the most common and important ingredients that packaged travel has to offer: camaraderie and value.” (24) How are you working to offer those values to new clients?
For many millennial travelers, myself included, travel is not considered something we do but rather something we are. It is considered a way of life, as a life of fearless adventure. That being said, our craving for travel is insatiable and, in other words, lucrative for you. What is your travel company doing to embrace this mindset? In “Generation Gap: What Your Age Says About How You Travel,” Marian Krueger states, “The younger the traveler, the more likely he or she eschews the label of ‘tourist’ when on the road, suggesting younger generations want to experience different cultures authentically, not just to observe them…And this year, millennials say they are planning monumental, remember-it-forever travel…They’re ready for a big adventure. 65% of millennials claim they are checking something off their bucket list this year, compared to just 35% and 21% of Gen Xers and boomers respectively…They crave nature. While beach vacations and theme parks remain popular destinations across generations (37% of all respondents say they’ll head to the shore this year and 23% to Disneyland and its ilk), millennials seek out outdoor and activity-based trips more frequently…And nearly one-in-five millennials (18%) will indulge in adventure sports like skydiving or snowboarding, a risk just 6% of Gen Xers and 1% of boomers plan to take…They’re ready to go anywhere, anytime. 75% have a valid passport from the United States and/or another country vs. 49% of Gen Xers and 40% of boomers…They cross the border. Sixty percent of millennials will take a vacation outside the United States this year, while just 33% of Gen Xers and 17% of boomers will go to another country.” (25)
Are you nurturing millennial travelers and adapting your approach to travel planning in ways that suit them? Are you helping them to mix business with pleasure? According to Krueger, “When they do hit the road, millennials see themselves as explorers, not tourists. They disproportionately favor vacation rentals over hotels, cities over beaches, and grab travel opportunities whenever they can, such as topping off business trips with leisure travel…Millennials do more business travel than any other age group, and they take advantage while they can…They work on the road. 38% of millennials travel for business, while just 23% of Gen Xers and 8% of boomers say they do…80% are going to travel more for work in 2016 than 2015 (compared to 60% and 45% of Gen Xers and boomers respectively)…They stay in vacation rentals. Seventy-four percent of millennials have stayed at a vacation rental (such as those available through Airbnb) on a business trip, an experience shared by just 38% of Gen Xers and 20% of boomers…They perfected bleisure. 81% will probably add extra time to a business trip (compared to 56% and 46% of Gen Xers and boomers respectively).” (26)
When it comes to mature clients, are you sensitive to the fact that most of them have traveled to more than 100 countries, and are you still able to “wow” them? When it comes to multi-generational family travel, do you plan in ways that satisfy everyone, from the matriarch and/or patriarch to great-great grandchildren? In what ways are you practicing active listening to the needs of all of your clients?
● Inclusiveness and Diversity
Just as important as it is to diversify your staff, it is equally important to diversify your book of clients. At the very least, it is worth taking a good hard look at your own client demographic. Do you operate an office within a predominately white area? If the answer is yes, do you welcome people from all walks of life through your office doors? The smart and moral answer would be a resounding YES, without exception.
Aside from obvious moral reasons, there is much to gain from diversifying and opening yourself up to different markets. If your honest answer is No, then tunnel vision may be costing you money and ultimately hurting your business. When considering age demographics, multi-generational family travel is a good place to start, particularly if your book of clients consists of a healthy number of mature clients. Krueger states, “Thirteen percent of Millennials are planning vacations to international destinations in 2016, compared with just 5 percent of Boomers…For Boomers, this will be a big year to check off bucket list spots: Nearly one-quarter of Boomers are planning vacations to “trip-of-a-lifetime” destinations. Family travel is in order for Gen Xers, with more than four in ten planning multi-generational trips involving three or more generations of family.” (27)
Beyond family travel, are you considering other demographics, to which you may not be used to selling? The number of solo female travelers is on the rise, particularly with mature women. According to Marybeth Bond, blog author of The Gutsy Traveler, “…most female clients taking trips in small groups are over the age of 45. Women ranging between 35-44 years old make up 26% of those traveling in groups, while 5% are between the ages of 25-34. Only 1% are between 18-24 years old. Following the same trend, the majority (81%) of solo female travel clients are over 45 years old, while only 13% are between 35-44 years old. Only 6% of solo travelers are between 25-34, and 1% are between 18-24 years old…An increasing portion of solo female travelers are Baby Boomers and single mothers…The travel industry is just waking up to the economic power of women.” (28) While the jury is still out on whether most of those solo female travelers are white women who caught a case of “Eat Pray Love,” it is worth checking whether your book of clients is open to all ethnicities.
In CNN article “Why the Black Travel Movement Has Taken Off,” Phoebe Parke states, “Tastemakers Africa, Nomadness Travel Tribe and Travel Noire have one unique thing in common. They are all part of the “Black Travel” movement — a growing band of travel agents and social networks that celebrate and promote travel by people of color. ‘There has always been a stereotype that people of color don’t travel — or if they do, that they’ll go to the Caribbean or Miami,’ says Evita Robinson, CEO and creator of travel community Nomadness Travel Tribe. But it wasn’t that people of color weren’t traveling, it was that mass media wasn’t documenting it…African-Americans, for example, are traveling now more than ever.”(29)
According to “Travel Isn’t Only White: 15 Multicultural Travel Bloggers to Prove It,” “Multicultural travel bloggers are exactly the kind of bloggers the industry should embrace– their cultural backgrounds give them unique perspectives on every aspect of travel: culture, language and more. And dare I say— a much more nuanced and fuller picture than a White travel blogger could ever have…Carol Cain has often highlighted the lack of diversity in travel media, and has spoken often about sticking out like a sore thumb, being the only minority in a room full of travel bloggers. She says that while she doesn’t believe in just throwing a bone just because someone is a minority, ‘I do think that those in the media, in the business of conference coordinating, and in campaign organizing, must work harder so that the message goes further and reaches a wider audience.’ It seems…as in other industries, it’s not that talent is not there–there are many talented travel bloggers in the African-American, Latino and Asian communities– it’s lack of opportunity. We have to elevate the voices of multicultural travel bloggers, who have beautiful photography and stories to share with the world. But it’s also more than that– it’s important to shatter stereotypes– that minorities don’t travel or that we don’t want to travel. It’s also about shattering cultural stereotypes and teaching young children that they can travel if they want to. It’s about increasing opportunities for young people to be able to study abroad and explore the world.” (30) If our business is helping people to experience this beautiful melting pot of a world, what are you doing to maintain inclusivity? What are you doing to promote global citizenry, beyond the confines of tourism?
Fortunately, as Tausha Cowan states in “Where Are the People of Color in Travel,” “…it appears as though the tide is changing, at least a little bit. In the last year and a half, I have seen an explosion of articles focusing on travelers of color and how much revenue and influence they bring to the industry. Many companies and brands are now seeing the value of engaging with this underrepresented group, just as many on the industry side are also starting to take notice and recognize there is work to be done…The travel industry still has a ways to go before we can say, ‘job well done,’ but we are on the right path. At the end of the day, what I often take away from these discussions of diversity in travel is that at our core — whether we are white, black, yellow, brown or anything in between — we have at least one thing in common: an insatiable, never-ending desire to see the world.” (31)
When it comes to diversity and retaining young clients in particular, LGBTQ travel is a market in and of itself. In “LGBT Travel Evolving with Hospitality Industry,” Suzanne Mason states, “Did you know 45 percent of consumers under the age of 34 will do repeat business with LGBT-friendly companies? That is only a snippet of insight about the ongoing evolution of LGBT marketing…travel professionals received during the second-annual LGBT Tourism & Hospitality Symposium. LGBT travelers in the U.S. alone spend approximately $75 billion per year, according to research from Community Marketing, Inc. Most destinations see the potential for the LGBT traveler positively affecting their destination and are catering to them…Many brands are also catering to LGBT travelers by training staff on diversity and inclusion and providing an LGBT-friendly work environment for staff. ‘Diversity without inclusion leads to confusion,” said Tyronne Stoudemire, Vice President, Global Diversity & Inclusion at Hyatt Corporation.’” (32)
What have you done, and what can you do moving forward, to embrace and promote diversity and inclusivity within your company? What example can you set for the industry?
● Client Retention
What are you doing to turn millennial travelers into repeat clients? In what ways do you encourage your middle-aged and mature clients to repeat travel? Think of your longest standing client relationship. How can you repeat that with similar demographics, and how can you shift your approach to retain clients from other demographics? When mature clients return from a trip, do you pick up the phone and call them to see how their trip was, or do you send them a hand-written “Welcome Home” thank you card? When millennial clients return from a trip, do you shoot them a text to let them know you are thinking of them, or head to social media to serial like all of their trip photos? Client retention speaks to relationship building and sustainability, and vice versa. In what ways are you engaging, in order to nurture those client relationships?
In order to retain millennial clients and younger, you must listen to their travel personalities, and adapt accordingly. In an article titled “How Millennials Are Changing Travel,” Amanda Machado states, “The United Nations estimates that 20 percent of all international tourists, or nearly 200 million travelers, are young people, and that this demographic generates more than $180 billion in annual tourism revenue, an increase of nearly 30 percent since 2007. The UN attributes that growth both to rising incomes in emerging markets and a commitment by youth in advanced economies to ‘continue traveling despite economic uncertainty.’ We are now the fastest-growing age segment in terms of the money we spend on travel, according to American Express Business Insights…Not only that, but we’re redefining the very meaning of international travel, foregoing standard vacations in favor of extended, meaningful experiences…In the case of American millennials, many of us also feel like there’s little reason to wait until our golden years to see the world. Our generation has arguably been hit hardest by the recession, and grown skeptical of the best-laid retirement plans…The Pew Research Center has reported that only 6 percent of millennials expect to receive the kinds of Social Security benefits that today’s retirees enjoy. Half don’t believe there will be money remaining in the Social Security system by the time they retire, and an additional 39 percent think these benefits will be significantly reduced. Under these circumstances, it makes sense that we’d travel now, instead of saving travel for a future that is in no way guaranteed.” (33)
For the sake of retaining Baby Boomer and mature clients, you must recognize travel is timeless, and travel experiences must get better with age, right alongside your evolving, world traveler clients. According to a survey conducted by Exodus Travels, polling 2,000 U.S. passport holders about life in their 50s and older, “…one in three Americans surveyed found their second wind after an inspiring travel experience, while one third of respondents confirmed they have become more active overall since turning 50, which may lead to more active travel opportunities in the future…More than 80 percent of Americans surveyed said that travel is more important to them than ever before and one third have booked a trip of a lifetime since turning 50 – a number that increases the older the respondent becomes…While three quarters of respondents said travel has already played an important role in the life so far and influenced who they are, almost 90 percent said there are still plenty of destinations they’ve yet to experience that are on their must-see lists. Some of the most popular included Australia, France, Italy, Germany and China, as well as the Galapagos, Patagonia, and India…Many survey respondents said their new lease on life has ignited a passion for experimenting with different cultural cuisines. Furthermore, there has been a significant trend in multi-generational travel over recent years — the study showed that nearly 70 percent of research revealed that nearly 70 percent of Americans over 50 find themselves vacationing with family as part of their renewed energy. Other key findings from the report:
** 75 percent agreed…travel has played an important role in their life so far and influenced who they are today.
** 70 percent have budgeted travel into their retirement plans
** One in four people who considered going on a guided group tour abroad, said they would go on their own/solo” (34)
The hope again is for each of these factors to serve as a foundation of knowledge you can establish for yourself when it comes to your own company, your approach to planning travel, and the clients you serve. No matter your client demographics, it is likely you would benefit from reaching beyond your comfort zone and embracing clients of all ages.
BRIDGING THE GAP: Discovering Common Ground by Way of Mutual Respect
If this industry is going to survive and thrive, the playing field must be leveled. The adage, “out with the old and in with the new” cannot be applied. The average 22-year-old travel advisor who walks into a travel agency to begin their career may know the latest apps and software, but they also walk through those doors without knowing MySabre, Amadeus, or Apollo. Their GDS skills must be taught. More often than not, and at this point in time they will be taught by seasoned travel advisors. Likewise, much can be learned by mature advisors from millennial advisors.
It could be argued organizations like Young Professionals in Travel and Millennials in Travel were started as a response to the general topic of this article. According to Young Professionals in Travel’s website, “The concept of YTP was born in March 2011 when two of the co-founders were traveling together on an educational (FAM) trip. They recognized that although there were many industry organizations none focused on the younger generation of travel & hospitality professionals and their career development. Rather than just acknowledge this gap in the industry they saw it as an opportunity and decided to address the issue head on.” (35) Millennials in Travel describe their group as “…travel industry professionals generally born after 1975. We are tour operators, tourism boards, hotels, cruise lines, airlines, transportation companies, marketing representation companies, travel journalists, and travel agencies. We act professional in both work and social environments. We are passionate and committed. We are the future of the travel industry!” (36)
Most genuine and credible millennial travel professionals will tell you the age gap and generational divide within the travel industry is very real. While both Young Professionals in Travel and Millennials in Travel taute themselves as the future of the travel industry, and considering both organizations were started in recent years by millennial travel advisors, the future of these organizations seem open for debate and potentially up for grabs. Plainly put, one day these young travel advisors will no longer be new to the industry, nor “young” by societal standards. As the current millennials who started these groups grow and gain experience in the industry, will they hand over their organizations to whomever is next to be considered the future of the industry? The likely answer is no. The point is, the question remains of whether we will actually address these generational differences head on and work harmoniously to close the age gaps, or if the future will provide us with the same story, different generations. Regardless, soon enough there will be a new generation of travel professionals who may be even more skilled in new technology and perspectives on travel than millennials, and millennials will also need to adapt.
It can also be argued the travel industry today is watered down by social media, self-proclaimed travel bloggers who travel the world, post travel photos on Instagram and claim to be professionals. Some even claim to be travel companies, while one request for their IATA number may get a blank stare in return. It is one thing to share gorgeous photos and blog posts inspiring wanderlust among (often purchased) followers. On the other hand, most travel professionals of any age in the industry can agree this type of travel “professional” can cheapen the actual profession, similar to how certain writers, bloggers, and self-proclaimed photographers might cheapen the field of journalism. In my view, this begs for millennial travel professionals to step in and fill the void the travel industry needs filled, by way of adequate training with predecessors in the field.
Regardless of age and length of experience working in travel, innovation is the answer to much of the industry’s challenges. It is vital for travel professionals to come together and collaborate on how to keep their companies changing, growing, and thriving. For example, regular update meetings and workshops can keep everyone on the same page and adequately trained on an industry we already know is in constant flux. Using the power of consortia like Virtuoso, (37) Signature, (38) and Ensemble (39) helps to strengthen the varying networks of travel agents and uphold a standard of professionalism within the industry. In “New-Age Training for Travel Agents,” Dori Saltzman states, “With fewer customers out there, it is critical that agents distinguish themselves through marketing and travel expertise, and apply ace sales techniques to close bookings. To gain such skills, agents are turning to their consortia, host or franchise’s parent company for help. And these organizations are responding with new training programs and educational courses that address their members’ needs…CruiseOne and Cruises Inc. is taking its training to a whole new level, says Steven Hattem, vice president, marketing. The franchise and host company for home-based agents is revamping its regional training program, moving away from product training and focusing on personality-driven sales techniques. Based on Myers-Briggs’ DISC personality profiles, the new regional meetings enable agents to understand their own personality types to better recognize the personality types of their customers. That way, agents can sell services effectively. When compared with a control group of agents who didn’t attend a regional meeting, sales by agents who attended the first meeting in December 2008 were up nearly 50 percent, and sales by those who attended the second regional, in May this year, were up 31 percent.” (40) Innovation is vital within all aspects of the industry, so travel professionals of all ages must work together to stay innovating and evolving in every way possible.
When it comes to clientele, as described earlier in this article, the key is listening to all demographics. In “Exploring the Multigenerational Travel Experience,” Burnell states, “More travel agencies are recognizing this and are tailoring tours to the needs of families traveling with younger and older relatives. Get-together options include cruises, safaris, guided genealogy tours and reunion activities for all ages. The industry even has a demographic category identified as PANK (professional aunts with no kids)—single career women who collectively spend billions when they travel with nieces and nephews, reports Euromonitor International.” (41) Are there opportunities like this you may be missing within your own pool of clients or surrounding communities? How can you be more creative in your approach to multi-generational families of clients?
As we have learned from the industry’s survival throughout the years so far, it is an industry of resilience. While millennial travel professionals consider themselves the future of travel, it is just as important to respect the history of the industry. It is what sets them (and will keep them) set apart from their travel blogging friends on social media. Having joined an industry of working professionals who know the ins and outs of the way travel is meant to be coordinated, confirmed, and enjoyed, the title of “travel professional” is reason for young travel professionals to be proud and make it their own. As already mentioned, millennials are already open to working with a travel professional. In “Who Uses a Travel Agent in This Day and Age?” Bourree Lam states, “Based on a survey of 14,000 households, the American Society of Travel Agents reports that it is currently seeing the highest numbers of consumers booking through travel agents in three years. The most common reason provided for doing so? Travelers said it saved them time. Though travel agencies’ business isn’t expected to return to pre-internet levels, online booking has, even as it has flourished, shown travelers the frustrations that can come with booking travel themselves—and that outsourcing the stress of arranging travel can be worthwhile. ‘My hardest thing is overcoming the perception that clients can book online and not recognizing the value of booking with a travel agency. They have a computer that they can go to at any time, feeling like after they hit purchase that’s it. We have that added value that we’re going to help them beyond that ticket, if there’s an issue or weather delay. You’re not just purchasing a ticket—you’re purchasing our services.’ Kerl Commock lives in Orlando. She’s been working as a travel agent for over 30 years and currently works at Balboa Travel, a California travel agency that has been in the business for nearly half a century.” (42)
In the same respect, rather than middle-aged to mature travel advisors approaching sustainability of the industry by way of a “how do we attract young people?” mindset, one must shift toward a “how can we best collaborate with young travel professionals?” In “How Can We Bridge the Workplace Generation Gap?” Amy Feind Reeves states, “Having grown up in a digital world they are able to find and quickly digest huge amounts of information, which make them great researchers. They can separate information from noise, which makes them savvy analysts. And they know how to work hard to meet goals. However, managers of millennials are most often frustrated by what they perceive as a lack of ambition in their 20-something employees. So what’s behind the gap and how do we bridge it? …A little structure goes a long way. If you feel like you don’t have a good idea of how your millennial is progressing, presenting this plan can make a big difference…The common thread here is communication. Talking about problems that arise in any relationship, personal or professional is not easy, but it is always easier to do it earlier rather than later.” (43)
How can your company work to support this type of thinking? How can you nurture a company culture that bonds generations together rather than divides? Moving forward, how else might you contribute to bridging those age gaps in the industry?
STRONGER TOGETHER: Creating an All-Inclusive Future for the Travel Industry
Travel isn’t going anywhere. Travel is timeless. As we look to the future of the industry, what can we do now to keep up with its evolution? Paying attention to dynamics among travel advisors is a healthy start and positive step toward sustaining travel as a profession. Taking a closer look at travelers of all ages and learning how to diversify our client portfolio is necessary, if we are to survive and help the industry continue to thrive. Ultimately, finding shared interests and achieving mutual respect is the best way to build bridges rather than burn them, to close gaps rather than further divide. Creating change, attempting innovation, and switching up business strategies requires finesse, relationship building, and earning trust across all levels. It can be a slow process requiring time and baby steps. Developing mutual respect between mature travel professionals, young professionals, and everything in between is worth it. Continuing to mind the age gap is vital in helping us take the industry where it needs to go.
End Notes
(1) “CERN Accelerating Science.” The Birth of the Web | CERN. N.p., n.d. Web. 28 May 2017.
(2) Hanna, Emily. “Keeping A New Generation Engaged, Satisfied.” Travel Agent Central. N.p., 20 May 2009. Web. 17 May 2017.
(3) Hanna, Emily. “Keeping A New Generation Engaged, Satisfied.” Travel Agent Central. N.p., 20 May 2009. Web. 17 May 2017.
(4) Amster, Robin. “Millennial Travel: How One Travel Agency Is Leading The Way.” TravelPulse. N.p., 07 Dec. 2016. Web. 10 May 2017.
(5) McLeod, Elizabeth, and Lisa Earle McLeod. “Why Millennials Keep Dumping You: An Open Letter to Management.” Leadership & Management, Millennials. LinkedIn, 3 Oct. 2015. Web. 30 May 2017.
(6) “Webershandwick.” News – Millennials at Work: Perspectives on Diversity & Inclusion – Weber Shandwick. N.p., n.d. Web. 28 May 2017.
(7) DePaulo, Bella. “Single Workers Aren’t There to Pick up the Slack for Their Married Bosses and Colleagues.” Quartz, 25 May 2017. Web. 30 May 2017.
(8) Chaudhri, Gabriella. “6 Ways Women Are Driving the Travel Industry.” Six-two by Contiki. N.p., 09 Mar. 2017. Web. 28 May 2017.
(9) Baran, Michelle. “Narrowing the Gap: Women in the Travel Industry: Travel Weekly.” The Travel Industry’s Trusted Voice. Travel Weekly, 25 May 2016. Web. 28 May 2017.
(10) Baran, Michelle. “Narrowing the Gap: Women in the Travel Industry: Travel Weekly.” The Travel Industry’s Trusted Voice. Travel Weekly, 25 May 2016. Web. 28 May 2017.
(11) Young Travel Professionals. N.p., n.d. Web. 14 June 2017.
(12) Millennials In Travel. N.p., n.d. Web. 14 June 2017.
(13) McLeod, Elizabeth, and Lisa Earle McLeod. “Why Millennials Keep Dumping You: An Open Letter to Management.” Leadership & Management, Millennials. LinkedIn, 3 Oct. 2015. Web. 30 May 2017.
(14) McLeod, Elizabeth, and Lisa Earle McLeod. “Why Millennials Keep Dumping You: An Open Letter to Management.” Leadership & Management, Millennials. LinkedIn, 3 Oct. 2015. Web. 30 May 2017.
(15) Hanna, Emily. “Keeping A New Generation Engaged, Satisfied.” Travel Agent Central. N.p., 20 May 2009. Web. 17 May 2017.
(16) Hanna, Emily. “Keeping A New Generation Engaged, Satisfied.” Travel Agent Central. N.p., 20 May 2009. Web. 17 May 2017.
(17) Browne, Michael. “Is Youth Being Served?” Travel Agent Central. N.p., 25 June 2009. Web. 10 May 2017.
(18) “Clear Generation Gap on Holiday Travel Decisions.” EHotelier. N.p., 13 Jan. 2016. Web. 10 May 2017.
(19) Krueger, Marian. “Generation Gap: What Your Age Says About How You Travel.” Travel Shop Girl. N.p., 11 July 2016. Web. 10 May 2017.
(20) Wheatcroft, Tim. “Bridging the Generation Gap: Catering to Millennials in Business Travel.” Back to the Main Page. N.p., 15 Sept. 2016. Web. 10 May 2017.
(21) Wheatcroft, Tim. “Bridging the Generation Gap: Catering to Millennials in Business Travel.” Back to the Main Page. N.p., 15 Sept. 2016. Web. 10 May 2017.
(22) Wheatcroft, Tim. “Bridging the Generation Gap: Catering to Millennials in Business Travel.” Back to the Main Page. N.p., 15 Sept. 2016. Web. 10 May 2017.
(23) Newsdesk. “Marketing Travel to Millennials.” Travel Agent Central. N.p., 16 Nov. 2012. Web. 10 May 2017.
(24) Newsdesk. “Marketing Travel to Millennials.” Travel Agent Central. N.p., 16 Nov. 2012. Web. 10 May 2017.
(25) Krueger, Marian. “Generation Gap: What Your Age Says About How You Travel.” Travel Shop Girl. N.p., 11 July 2016. Web. 10 May 2017.
(26) Krueger, Marian. “Generation Gap: What Your Age Says About How You Travel.” Travel Shop Girl. N.p., 11 July 2016. Web. 10 May 2017.
(27) Krueger, Marian. “Generation Gap: What Your Age Says About How You Travel.” Travel Shop Girl. N.p., 11 July 2016. Web. 10 May 2017.
(28) Bond, Marybeth. “Women Travel Statistics and Women Travel Trends.” The Gusty Traveler. N.p., 8 Aug. 2015. Web. 28 May 2017.
(29) Parke, Phoebe. “Why the Black Travel Movement Has Taken off.” CNN. Cable News Network, 15 June 2016. Web. 28 May 2017.
(30) “Travel Isn’t Only White: 15 Multicultural Travel Bloggers to Prove It.” DLG Media. N.p., 01 Mar. 2016. Web. 28 May 2017.
(31) Cowan, Tausha. “Where Are the People of Color in Travel?” The Huffington Post. TheHuffingtonPost.com, 24 Apr. 2015. Web. 28 May 2017.
(32) Mason, Suzanne. “LGBT Travel Evolving with Hospitality Industry.” MultiBriefs. N.p., 23 May 2016. Web. 28 May 2017.
(33) Machado, Amanda. “How Millennials Are Changing Travel.” The Atlantic. Atlantic Media Company, 18 June 2014. Web. 10 May 2017.
(34) Newsdesk. “Stats: Travel #1 Experience After Age 50.” Travel Agent Central. N.p., 16 Jan. 2017. Web. 10 May 2017.
(35) Young Travel Professionals. N.p., n.d. Web. 14 June 2017.
(36) Millennials In Travel. N.p., n.d. Web. 14 June 2017.
(37) Virtuoso – Specialists in the Art of Travel. N.p., n.d. Web. 19 June 2017.
(38) Signature Travel Network. N.p., n.d. Web. 19 June 2017.
(39) Ensemble Travel Group. N.p., n.d. Web. 19 June 2017.
(40) Saltzman, Dori. “New-Age Training for Agents.” Travel Agent Central. N.p., 31 Aug. 2009. Web. 10 May 2017.
(41) Burnell, Susan. “Exploring the Multigenerational Travel Experience.” Forbes. N.p., n.d. Web. 10 May 2017.
(42) Lam, Bourree. “Who Uses a Travel Agent in This Day and Age?” The Atlantic. Atlantic Media Company, 22 June 2016. Web. 10 May 2017.
(43) Reeves, Amy Feind. “How Can We Bridge the Workplace Generation Gap?” Quick and Dirty Tips. N.p., 07 Oct. 2016. Web. 10 May 2017.
