From unrealistic expectations of candidates – such as higher wages and the ability to travel everywhere, all the time, for free – to the wider public simply not knowing that the profession still exists, travel agencies are struggling to find new blood to replace lost and retiring staff in order to keep up with surging travel demand from consumers.
In line with Travel Agent Month in May, TRAVELSAVERS Canada conducted a survey of members to uncover insights into one of the profession’s biggest current challenges: an advisor shortage.
And while the survey indicated that 89% of responding agencies plan to or may hire advisors in the coming year, almost two-thirds say it’s not easy to find qualified applicants. Meanwhile, 25% said they’ll hire “as many good ones” as they can.
“The travel industry has definitely bounced back and we’re delighted to experience such momentum around leisure travel,” said Jane Clementino, Sr. VP and General Manager, TRAVELSAVERS Canada. “(But) our concern is not having enough staff to support the increased clientele. And while our affiliate agencies are continuously searching for new employees, they tell us that candidates tend to lack in skill set.
“As an industry,” she added, “we have an obligation to attract new talent to get ahead of the huge demand we face.”
Advisor crunch
According to survey respondents, the cause of the shortage is twofold. As more travellers seek the expertise of a consultant, the market for travel agency services is increasing and is expected to grow.
At the same time, experienced advisors are leaving the business, with The Travel Institute reporting that 36% of agencies lost staff during the pandemic, and 56% of those haven’t replaced them. Also, two thirds of advisors today are over 50, with retirement nearing. Only 6% of advisors are under 35.
Recruitment methods
In their often-challenging search for advisors, agencies report using a variety of methods to locate candidates. The most common are referrals from others (56%), job listings (47%), social media posts (36%), and networking (33%).
Another issue hampering the quest for talent is lack of awareness: 23% of advisors surveyed say people don’t know the profession still exists.
Candidate issues
When agencies do locate interested prospects, misconceptions about the field often deter candidates. Many underestimate the amount of work required to build a clientele while overestimating earnings. And others lack the talent and background to be successful.
About 60% of advisors surveyed say applicants don’t have the right combination of skills and abilities. They also say the pay isn’t high enough to attract qualified candidates, and 30% say candidates aren’t willing to work hard to establish a book of business. Meanwhile, 32% cent report applicants only want to travel for free.
The survey results are as follows:
Agencies planning to hire advisors over the next year
53% yes
36% maybe
11% no
Number of advisor agencies plan to hire
35% one
35% two or three
5% four or more
25% as many good ones as we can find
Ease finding qualified candidates
2% say it’s easy
0% say it’s often easy
31% say it’s sometimes easy
33% say it’s rarely easy
33% say it’s not easy
Problems with finding candidates
59% don’t have the right combination of skills
59% pay not high enough
32% just want to travel for free
30% are not willing to work hard to establish themselves
23% of people don’t know the travel advisor profession still exists
Methods for finding candidates
56% referrals
47% job listings
36% social media posts
33% networking
18% leads from consortium (TRAVELSAVERS Canada)
“It’s really important to recognize that as a travel advisor, you’re running your own business,” said Clementino. “And this boils down to three key things – investing in building a network, getting the right training, and delivering excellence in client services – to be successful in this industry.”
Advisors from TRAVELSAVERS Canada and Affluent Traveler Collection affiliate agencies in Canada took the survey from March 21 to April 14, 2024.