Jamie Biesiada
Some encouraging statistics hit my inbox last week, some from the Travel Institute and some from Travelsavers and NEST.
Let’s start with the Travel Institute’s stats, which were included in an open letter from president Diane Petras as the Institute wraps its 60th anniversary year.
In the past year, the Institute has minted 600 newly certified graduates from its training program. In the past two years, new-agent learning enrollment is up 51%.
Those new agents, Petras notes, are “a critical audience for us and the industry because they represent the talent of tomorrow.”
We’re in the midst of a time when a slew of new entrants are beginning their careers as travel advisors, and the fact that they are seeking out education is very encouraging. Especially considering there are so many ways to become a travel advisor, that they are seeking out education and certification is great.
Many in the industry might remember the days when card mills and multi-level marketing companies proliferated in the travel space. “Travel agents” who only wanted free or discounted travel, or to add to their downline, brought down the reputation of the travel agency community.
But that reputation has been stellar in recent years. Covid brought increased awareness of the value of advisors among consumer — and of advising as a career. Now, we just need to make sure that good reputation stays intact. Encouraging new advisors to seek education is a surefire way to do that.
The Travel Institute is doing its part. Petras listed several educational initiatives introduced this year: a new agent scholarship fund, four new courses, a new learning tool and new learning sessions.
Others are also touting new offerings. ASTA is highlighting its Verified Travel Advisors on a new consumer-facing website, VeriVacation.
Now, agency owners and managers, make sure your new advisors are taking advantage of educational opportunities
Advisor attitudes toward AI
The other encouraging stats I came across last week surrounded AI.
As someone said to me recently, AI isn’t going to take travel advisors’ jobs. But someone who is well trained on using AI might.
A survey of Travelsavers and NEST advisors found that 12% of advisors use AI frequently. That is up 4 percentage points from last year. Another 20% use it occasionally, up 6 percentage points.
Only 9 percent said they don’t and won’t use AI, down from the much higher 24% last year.
Some are tepidly interested: 11% have tried using AI, and 15% plan to. A surprising 29% said they aren’t familiar with it (surprising based on its ubiquity in recent years).
The majority think AI is a useful tool for advisors, with 29% reporting it’s a great tool and 24% saying it has potential. Of the more negative respondents, 9% said AI is neither good nor bad for advisors, 3% said it’s not good and 4% said it’s a threat.
This survey follows industry trends that indicate more and more advisors are using AI — good news for the trade.
