The wider picture
The retail travel industry previously worried about a labour shortage with experienced travel advisors retiring and fewer new entrants. However, recent trends indicate a shift in this narrative, as the demand for travel advisors has surged. According to LinkedIn’s ‘Jobs on the Rise’ list, the role of Travel Advisor is now recognized as one of the fastest-growing jobs, highlighting a renewed interest in the profession.
Organizations like the Association of Canadian Travel Agencies (ACTA) are actively working to address this shift. ACTA’s Travel Advisor Essentials (TAE) course aims to equip new travel advisors with foundational knowledge necessary to thrive in the industry. Suzanne Acton-Gervais from ACTA emphasized the importance of attracting the next generation of travel advisors while also supporting experienced professionals, stating, “From ACTA’s perspective, attracting the next generation of travel advisors while also supporting and retaining experienced professionals across all generations is a key priority for the long-term sustainability of the industry.”
Supporting this growth, Trevello Travel Group has reported a significant increase in its network, currently supporting 1,287 independent advisors across Canada, with 70% of these being new to the industry. The company has experienced annual growth running at around 20%, reflecting the broader trend within the travel sector. Zeina Gedeon, a representative from Trevello, noted, “The more important story are the advisors that stay,” highlighting the importance of retention in the face of rapid industry changes.
In addition to the growing number of advisors, Canadian vacation spending is projected to reach a record $47.6 billion in 2026, marking a 22% increase year over year. This surge in spending is indicative of a recovering travel market and a renewed consumer interest in travel experiences. As the industry rebounds, the role of travel advisors becomes increasingly vital in guiding consumers through their travel plans.
On the technological front, Hopper, a travel booking platform, has signed a long-term deal with the Royal Bank of Canada (RBC) to power the Avion Rewards Travel program. This partnership is expected to enhance the travel experience for RBC customers and Canadian travellers. Dakota Smith from Hopper remarked, “The interesting part comes next as we move towards launch and to providing real value to RBC customers and Canadian travellers,” indicating a focus on innovation and customer service.
Furthermore, B2B partnerships are now driving more than 90 percent of Hopper’s revenue, which reportedly exceeds $500 million USD annually. This shift towards collaborative business models underscores the evolving landscape of the travel industry, where partnerships can lead to enhanced offerings and improved customer experiences.
As the travel industry continues to evolve, observers are optimistic about the future. The combination of increased spending, new entrants into the market, and strategic partnerships positions the industry for sustained growth. However, the challenge remains to ensure that the influx of new advisors is met with adequate support and resources to foster their success in a competitive environment.
