Kari Mollan hasn’t completed any travel advisor certification programs over her more than three decades of booking vacations, but she says they are increasingly more important for new-to-the-industry travel agents.
"Nowadays, it seems like everybody and their sister thinks they can be a travel agent because they've booked one vacation for themselves,” said Mollan, who works for Stellar Travel in Bellevue, Wash.
Mollan says that while there are no certification requirements for travel advisors, those who earn individual certifications help give the profession more legitimacy.
"And they give consumers an increased comfort level," she said. "They’re asking, ‘How do I know the person at the other end of the phone knows what they're talking about? Are they legit?’ If I was new to the business and starting this all over, I would focus on something like that because I'd want the educational background to go with the destination training or product training.”
Why Should Travel Advisors Get Certified?
Nora Sommerkamp started working as a travel advisor about five years ago when she founded Travelkunst LLC, an Avoya-affiliated agency based in New York City. She completed ASTA’s VTA program and CLIA’s Certified Cruise Counselor (CCC) program in the past couple of years.
"When I first got started, it's not that I didn't need any education at all — I certainly did,” Sommerkamp said, noting that she completed 40 hours of training to work with Avoya. “It just wasn't those certifications, which you can't even get because you have to qualify first. You have to showcase that you have already had successful sales. You have to prove you're worthy of those.”
There is such a vast world of advisors out there, and this provides an opportunity to differentiate oneself from advisors that may only do this more as a hobby or may not have the education or background that is really required for this work.
Sommerkamp found those programs extremely helpful, and also opted into CLIA’s sales lead option. She also receives leads through her ASTA certification. Sommerkamp says that the VTA program provides a great deal of sophisticated regulatory, legal and ethical training.
“It is really, really important to signal to my clients the level of professionalism and ethics I bring to my work,” Sommerkamp said. “There is such a vast world of advisors out there, and this provides an opportunity to differentiate oneself from advisors that may only do this more as a hobby or may not have the education or background that is really required for this work.”
TJ Hayes launched Adventure Book Travel LLC in Jacksonville, Fla., in 2017, and has since completed the CCC and VTA accreditations as well as The Travel Institute’s Certified Travel Associate (CTA) program.
Like Sommerkamp, Hayes said ASTA’s certification program provided her with a better understanding of the regulatory and legal issues impacting her business. She agrees that completing these programs have helped her stand out.
Sometimes when you start out as a travel advisor, you don't know what you don't know... CLIA, The Travel Institute and ASTA can give you a foundation that helps you grow.
“One of the reasons I sought out certifications was to show not only my clients but also my peers that I have this commitment to excellence and to education,” Hayes said. “Sometimes when you start out as a travel advisor, you don't know what you don't know. And if you're on your own and you don't have mentors, it can be a really scary place. CLIA, The Travel Institute and ASTA can give you a foundation that helps you grow.”
Top Travel Advisor Certification Programs
Here is a look at the benefits and requirements of the best-known certification programs for travel advisors.
ASTA’s Verified Travel Advisor (VTA)
Launched in 2016, ASTA’s VTA certification program costs $399 for ASTA members and $627 for non-members — though that includes one year of membership.
The program consists of four courses: Ethical Excellence, Legal Insights, Legal Compass and a Regulatory Guide. The courses feature videos, manuals and exams, all of which must be completed within 12 months.
"Lots of educational programs help advisors sell travel better, but the VTA certification is based around education that protects your business, brand and professional reputation,” said Michael Schottey, vice president of membership, marketing and communications at ASTA. “More than just education, however, the VTA certification is a signal to clients that advisors adhere to the highest ethical standards in the industry. This is evidenced by the fact that since the program started in 2016, not a single consumer complaint has been filed against a VTA.”
The program is open to all advisors, regardless of experience level. But once enrolled, advisors will have two years to meet the program’s sales requirements: either an annual sales volume of $500,000 in one of the past two years or $250,000 annually for the last five years.
Schottey added that ASTA’s new consumer platform, VeriVacation.com, connects travelers with advisors who’ve completed the VTA program, “providing them a direct pipeline to the top advisors in the industry.”
CLIA's Certifications
Cruise Lines International Association (CLIA) has now awarded more than 28,000 certifications in just North America. It offers members five different levels of certification: Certified Cruise Counselor (CCC), Accredited Cruise Counselor (ACC), Master Cruise Counselor (MCC), Elite Cruise Counselor (ECC) and Travel Agency Executive (TAE).
Membership costs $139 annually for individual advisors. Most typically start out with the CCC certification, intended for travel professionals looking to boost sales while enhancing their knowledge of the cruise industry.
CCC candidates must maintain active membership status and complete 11 courses within 18 months, including titles such as Cruising 101, World Geography Eastern Hemisphere, The Wonderful World of Ship Inspections and Delivering Great Customer Service.
Candidates must also attend a certain number of CLIA training events, either live or virtual; conduct at least one ship inspection; book five staterooms; and embark on at least one personal cruise.
For an additional $19.99 per year, members can be added to CLIA’s online Agent Finder, which promotes certified advisors to consumers seeking knowledgeable cruise professionals.
The Travel Institute’s Certifications
First unveiled in 1997, The Travel Institute’s CTA program was created to provide “affordable, quality education for frontline travel agents,” said Guida Botelho, senior director of education at The Travel Institute.
Recommended for advisors with at least 12 months of experience, the self-paced online learning course is made up of 15 modules covering professional business and practical travel expertise. CTA content ranges from itinerary preparation and qualifying clients to sales strategies, travel insurance and customer service skills.
Enrollment for the online version costs $599.
“CTA graduates also benefit from supplier booking incentives, online marketing tools and inclusion in The Travel Institute’s Certified Travel Agent Directory, the industry’s first-ever directory for consumers seeking a professional, credentialed agent,” Botelho said. “Since launching in 2019, the free directory has been viewed by approximately 200,000 visitors.”
In a recent survey of CTA grads, the majority (81%) said that they achieved measurable business growth following CTA certification.
The Travel Institute also offers Certified Travel Counselor (CTC) and Certified Travel Industry Executive (CTIE) certifications for additional learning focusing on managing a team and leading a company.
