A recent survey conducted among travel advisors affiliated with American Marketing Group (AMG) networks shows a consensus on the significance of training for new agents. However, the survey also underscores a lack of agreement on the most effective methods to cultivate essential skills among recruits.
The survey, which polled advisors from Travelsavers, Nest and Affluent Traveler Collection affiliate agencies across the U.S. and Canada, also shed light on the strategies that agencies employ in recruiting and training new advisors.
Training Is Vital, But What Type?
Of the surveyed advisors, 95% say that training advisors new to the field is essential or important. But agencies utilize diverse methodologies in developing their new agents. The survey shows that 54% of agencies offer job shadowing opportunities with colleagues; 53% leverage supplier training programs; and almost 33% incorporate industry webinars into their training initiatives.
Comprehensive advisor education programs that encompass a spectrum of crucial skills remain less prevalent. Only 26% of agencies report offering specialized programs for new advisors, while 23% utilize industry programs such as The Travel Institute. Then, 15% percent rely on Kore, American Marketing Group’s proprietary advisor education curriculum.
“The industry has had a patchwork approach to training new advisors,” said Kathryn Mazza-Burney, chief sales officer with AMG. “Many agencies are still using one-off webinars or very focused supplier programs. This is exactly why we invested in creating Kore. We wanted to attract new talent to the profession and provide them with the strong foundation that travel advisors need to succeed in today’s marketplace.”
Key Training Priorities and Skills New Advisors Need
Survey participants were polled on the most critical elements that advisor training should encompass. Booking travel emerged as the foremost priority, cited by 43% of respondents. Understanding different supplier types, including air, hotels and cruise lines, closely followed at 42%. Moreover, 41% emphasized the importance of customer service training, while sales training garnered the attention of one-third of respondents.
The survey also underscores the significance of a multifaceted skill set in new advisors, especially considering agencies' preference for potential over experience. According to the data, 44% of agencies seek candidates with a background in the travel industry, while 33% prioritize individuals with client service experience. Other sought-after qualities include a passion for travel (30%), attention to detail (29%) and strong communication skills (26%).
Survey data was collected for three weeks this spring from advisors affiliated with the aforementioned agencies in the U.S. and Canada.
Editor’s Note: This article was generated by AI, based on a press release distributed by Travelsavers. It was fact-checked and reviewed by a TravelAge West editor.
