Community Voices: Are You a True Travel Professional?

Ah, professionalism. Many of us have it or pursue it.

We also seek it when choosing our dentist or doctor, financial advisor or accountant, painter or plumber, real estate agent or another skilled worker. In the travel industry, it’s easy to “hang out a shingle” as a travel agent, but it’s not nearly as easy to become a travel professional.

Beyond passion and paychecks, true travel professionals are:

- Competent, with in-depth, up-to-date knowledge and skills to successfully navigate the industry.

- Poised, able to interact in a positive manner and effectively communicate with clients, suppliers and others — reassuring travelers as needed, following up and fulfilling as agreed upon.

- Ethical, practicing responsibility and accountability with best efforts daily, accurately representing capabilities and possibilities, adhering to deadlines and commitments and acknowledging limitations and errors

- Networked, connected to the necessary organizations and individuals that will ensure optimal traveler experiences and satisfaction

- Dedicated, engaged in and passionate about their career, client satisfaction and industry success.

Ultimately, travel professionals have the capability and confidence to get the job done well. They desire growth and continuous learning in our ever-evolving industry. Their professionalism is both tangible and intangible; they help to make travelers, colleagues, suppliers and others feel important, respected and heard, as well as meet and exceed traveler expectations.

Why am I so focused on professionalism? Because many in the travel industry are not. And we need to recognize the importance of it — not just for ourselves, but for the benefit of traveling consumers.

The sole purpose of The Travel Institute is to support professionalism through quality education — nothing else. So we, too, are always growing and evolving to ensure we remain a respected professional organization. And, more than ever, travel professionals are utilizing our resources, whether it’s a new specialist or skills course, a certification program, our virtual institute for busy executives or the on-demand learning in our Premium Access online library.

Our partner roster is growing, too, with new education sponsors, curriculum collaborators, guest speakers and organizations looking to integrate our content to strengthen their own. We understand that our continual growth is key to ensuring that of travel professionals, whether it’s foundational knowledge or new and trending topics. What’s not new is our dedication and the dedication of our partners and our board, which is purposefully comprised of host agency, supplier, brick-and-mortar owner and front-line advisor industry leaders, and we also seek out other critical viewpoints from within and outside our industry.

As travelers seek guidance today, continued education is especially important. We cannot afford to lose renewed consumer trust to the latest DIY travel planning options. There still is incredible value in professional human analysis, knowledge and interaction in real time — particularly when travel is more complicated, and advisors must fight against oversimplified online booking sites and inaccurate AI-generated content.

As travelers seek guidance today, continued education is especially important. We cannot afford to lose renewed consumer trust to the latest DIY travel planning options.

So, when the call comes in — whether it’s from an individual, a family, a group or a business — it’s an opportunity to not only make a one-time sale, but to also gain a long-term relationship as an established travel resource. Conversely, if that call is met with a lack of professionalism, all that same potential is lost.

It's important to understand that being a professional is about two things: becoming professional, and staying professional. The Travel Institute can certainly help, but professionalism is bigger than a specific class or particular education program. Professionals seek to learn anywhere and everywhere. Along with pursuing formal education options, they join reputable professional organizations, ask questions during daily interactions, read industry trade publications and other reputable content, research travel and business ideas and continuously reflect on how to become better.

True travel professionals don’t rest on their laurels; they seek continual improvement to get ahead and stay ahead.

And so, I ask: Are you a true travel professional? In our ever-changing industry, are you curious, current and informed? Do you seek out frequent learning to ensure you deliver the value your travelers seek? I leave you with a powerful quote to help you contemplate your answers and — perhaps — your next steps:

“Anyone who stops learning is old, whether at 20 or 80. Anyone who keeps learning stays young. The greatest thing in life is to keep your mind young.” — Henry Ford, founder of Ford Motor Company