TORONTO (May 1, 2024): An overwhelming number of agencies affiliated with TRAVELSAVERS Canada may be adding more advisors in the next year, with 25 percent saying they’ll hire as many ‘good’ ones as they can.

In conjunction with Travel Advisor Day, a new survey of TRAVELSAVERS Canada consultants provides insights into one of the profession’s biggest current challenges: an advisor shortage.

High Demand

While 89 percent of agencies plan to or may hire advisors in the coming year, almost two-thirds say it’s not easy to find qualified applicants.

“The travel industry has definitely bounced back, and we’re delighted to experience such momentum around leisure travel,” said Jane Clementino, Senior Vice President and General Manager, TRAVELSAVERS Canada. “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, we have an obligation to attract new talent to get ahead of the huge demand we face.”

Advisor Crunch

The cause of the shortage is twofold. As more travelers seek the expertise of a consultant, the market for travel agency services is increasing and is expected to grow. Simultaneously, experienced advisors are leaving the business. The Travel Institute reports that 36 percent of agencies lost staff during the pandemic, and 56 percent of those haven’t replaced them. Additionally, two-thirds of advisors today are over 50, with retirement nearing. Only six percent 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 methods are referrals from others (56 percent), job listings (47 percent), social media posts (36 percent), and networking (33 percent).

Another issue hampering the quest for talent is a lack of awareness. Twenty-three percent 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. Some believe they will journey the world for free. Yet others lack the talent and background to be successful.

About 60 percent of advisors surveyed say applicants don’t have the right combination of skills and abilities. They also state that the pay isn’t high enough to attract qualified candidates, and 30 percent say candidates aren’t willing to work hard to establish a book of business. Thirty-two percent report that applicants only want to travel for free.

“It’s really important to recognize that as a travel advisor, you’re running your own business,” said Clementino. “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.”

Survey Results

Agencies planning to hire advisors over the next year:

• 53% yes
• 36% maybe
• 11% no

Number of advisors agencies plan to hire:

• 35% one
• 35% two or three
• 5% four or more
• 25% as many good ones as we can find

Ease of 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)

Advisors from TRAVELSAVERS Canada and Affluent Traveler Collection affiliate agencies in Canada took the survey from March 21 to April 14, 2024.

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TRAVELSAVERS Canada is part of American Marketing Group, Inc. (AMG), an essential business partner for the retail travel community. It is proud of its 54-year legacy of providing agency owners with the tools they need to succeed and the power to continue operating independently with a competitive edge that stands out in the marketplace. The travel marketing organization offers a robust set of products and services, including access to year-end profit share bonus programs; no membership fees for exclusive members; one-on-one dedicated business consultants; custom lead-generating digital marketing tools; proprietary loyalty programs; digital and print marketing materials; proprietary technology platforms offering lucrative hotel rates, cruise comparisons, and lead-generating CRM systems; travel industry training programs; comprehensive hotel programs; and a portfolio of corporate new business development solutions.

Travel professionals interested in learning more about joining TRAVELSAVERS Canada can visit travelsaverscanada.com.