Travel advisors are not just surviving in the post-pandemic travel landscape — they’re thriving. According to a recent report from B2B travel booking platform RateHawk, 92% of travel professionals worldwide say they are satisfied or very satisfied with their careers. North American advisors rank among the most enthusiastic.
The report surveyed more than 1,300 travel advisors across North America, Europe, Latin America, Asia and the Gulf Cooperation Council, making it one of the most extensive examinations of the motivations, experiences and challenges shaping the travel profession in 2025.
The travel advisor role is one of the fastest-growing careers in the U.S., according to a recent report by LinkedIn. According to the RateHawk report, nearly one in four North American respondents (23%) said they entered the industry within the past three years, reflecting the substantial influx of new talent.
But travel professionals are also sticking around: 42% of global respondents — and more than half in Europe — have more than 15 years of experience in the industry.
"The travel industry continues to draw new specialists ... driven by the transformation of the economy after the pandemic and the desire of next-gen travelers to rely on travel agents while planning their trips,” said Astrid Kastberg, managing director of RateHawk.
So, what’s driving this enthusiasm?
Across the board, travel advisors insist it’s about more than money. Creating memorable experiences is their No. 1 motivator — cited by 51% of global respondents (73% in North America). Other top motivators include exploring new destinations (42%) and hearing positive feedback from clients (39%). Only 15% of respondents named financial incentives as a top motivator.
Independence, flexibility and access to special travel rates also play a role. One in four travel professionals say they value the autonomy their career allows, with many pointing to benefits such as work-life balance and the ability to travel.
The survey also demonstrated how personal the business is. Ninety-three percent of respondents work at businesses with fewer than 50 employees. Half work in teams of just two to five people and 17% are independent advisors. That number jumps to 22% in North America, making it the region with the highest concentration of solo travel professionals.
While long hours and client demands remain a reality, many advisors find fulfillment in the people-centered nature of the job — especially in the long-term client relationships they build over the course of their careers.
In an era when travelers crave authenticity and personalization above all, the travel advisor’s role has never been more important, or more rewarding. With a new generation entering the field and seasoned professionals continuing to lead, the majority are finding fulfillment not in commissions, but in creating meaningful experiences for their clients. It’s a people-first profession, and it’s only growing.
