View From Canada: Make Agent Certification a Priority

A commentary from the director of education for the Association of Canadian Travel Agencies.

With all of the talk in the press recently about the value of using a travel counsellor to book a trip, I feel compelled to share my thoughts from an educational and certification perspective.

As Canadians we are well-known for being polite. The typical Canadian does not flaunt their accomplishments and though we take pride in our successes, many of us do so only on a personal level – travel counsellors and managers included!

Christine Chilton

Many years ago when I completed college the final task we did before entering the workforce was to write our Certified Travel Counsellor exam. This was the pinnacle move in entering into the travel industry, and I can still recall the pride and sense of accomplishment that I and my classmates felt after writing our exam.  

To this day I continue to renew my CTC designation – and I remain proud of this accomplishment.  

In so many industries professional certification and professional designation are, if not mandatory, a level of accomplishment that is recognized as a valuable career asset and a personal achievement. Why is that not the case within the Canadian travel industry?

Being certified should be an essential part of your career achievement, one that is recognized and rewarded in hiring and advancement.

What it takes
Certification for travel counsellors (CTCs) and travel managers (CTMs) has been available for over 40 years in Canada.

The process of becoming certified involves writing a multiple choice exam, necessary hours of relevant industry experience, performance appraisals and, in the case of managers, submitting case studies that are relevant to a managerial position.  

The process is not difficult, but it does recognize knowledge, experience and expertise that is essential for working in the field.

Time for a change
To endorse and promote the process of certification, ACTA is committed to initiating change in the travel industry in Canada – but we cannot do this alone!

Travel counsellor and travel manager certifications must be recognized by all aspects of the industry, including tour operators, chains, consortia, call centers and brick and mortar travel agencies.  

Certification should become an essential advantage in the hiring process and in compensation – in recognition of travel counsellors’ dedication, accomplishment and to support their ongoing professional development.

What’s in it for you?
So often I hear about the WIIFM – “what’s in it for me” – if I commit to becoming certified?  What comes to my mind are recognition for your achievement, commitment and knowledge. The sense of personal achievement in our career should be a top priority for all of us.  

We must band together as an industry to make both travel counsellor and travel manager certification necessary and recognized. Doing so will enhance marketing opportunities for travel counselors – “Book with a Certified Travel Counsellor / Manager” – and strengthen our position in the industry.

Contact Christine Chilton, CTC, at cchilton@acta.ca.