Why best and brightest are shunning travel agent profession
Why aren’t the best and the brightest going into the travel agency business?
Answer: a lack of information about the travel industry by students, parents and guidance counselors, according to a study funded by the American Society of Travel Agents (ASTA).
Participants in the study, “Why Students Do Not Choose Travel as a Career,” included college students, college professors and high school guidance counselors from New York State.
“The research findings indicate students are most influenced by their parents when choosing majors; few are influenced by their high school guidance counselors,” the report says.
The report concludes that the best way to influence a student’s career choice is by educating parents of the benefits of working in the travel industry.
“We are exerting every effort to attract smart, savvy young people to the travel industry,” said Cheryl Hudak, ASTA president and CEO. “Travel agents are doing well — better than most young people think. It is important that we provide a fair representation of the industry, and promote the great benefits we receive, including the opportunity to make as much money as we’re willing to work for.”
Income ranked fifth in importance among the factors listed by students when choosing a major. A report from college professors at New York institutions showed a declining enrollment in travel/tourism curricula and the perception of declining employment opportunities.
According to the study, professors surveyed think employment opportunities are the primary driving force behind career choices. Only a fifth of freshman come in with travel careers already in mind, and very few (7%) of the professors polled recommend travel agencies as a career choice, compared to other tourism/hospitality jobs.
Similar attitudes appeared among high school counselors.
“Researchers believe such findings are the result of the perception that travel agents have low salaries and that travel agencies are no longer relevant, due to the internet,” the report says.
Recommendations for improving parent/student outreach include developing various mechanisms to assist high schools and colleges change the information distributed about careers in the travel industry.
These efforts could focus on providing career seminars, as well as mentoring efforts that partner industry professionals with students, teachers and guidance counselors.
Report by David Wilkening
David
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Euromonitor International unveils world’s top 100 city destinations for 2025
U.S.A. and Israel attacks on Iran impact air movements in the Gulf (Update 1.00pm CET)
Global tourism exceeds 1.5 billion travelers announces UN-Tourism
WTTC global tourism reached record economic impact of 11 trillion in 2025