Travel Advisor Education Pays Off, New Study Finds

Travel advisors who invest in their education report measurable growth and feel more prepared to handle clients and the challenges of selling travel, according to a new survey from The Travel Institute.

The CTA Graduate Insights study found that 81% of advisors who completed the Certified Travel Associate program (CTA) reported measurable business growth, with 77% saying they have increased confidence in their ability to advise clients.

“We constantly emphasize that learning is never done for our students and, as educators, the same is true for us,” said Guida Botelho, CTIE, senior director of education for The Travel Institute. “Development of our curriculum is never complete and so, as we ‘walk our own talk’ striving to improve constantly, we also need to understand how we’re doing. Our goal is to closely follow our graduates and ensure the CTA remains aligned with individual and industry needs; these results tell us we’re doing very well.”

The survey, which queried some 200 travel advisors who graduated from The Travel Institute’s CTA program between 2016 and 2023, also found that 85% said they consistently use their CTA knowledge and training, 74% said they believe the CTA prepared them to effectively navigate real-world industry challenges, and 72% said their CTA has increased their credibility with clients and suppliers.

Eighty-six percent recommend the CTA program to other travel professionals.

To date, The Travel Institute has more than 31,000 certified graduates including those who have earned their CTA, CTC, and CTIE, with nearly 2,500 CTAs earned since 2020.