Advisor Speak: Attracting Next Generation Advisors

Attracting Next Generation AdvisorsBy Paloma Villaverde de RicoThe travel advisor profession is growing, with the market for agency services expected to grow to 1.3 trillion dollars and positions set to grow by 3 percent until 2032 (that’s 8,600 openings a year). Plus, according to stats we gathered during The Affluent Travel Collection Symposium, 81 percent of luxury travelers believe that working with an advisor is the only way to get a true luxury travel experience, and that number is on the rise. Ninety-two percent are likely to use, or have already used, an advisor for upcoming trips, and 67 percent say they cannot imagine traveling without an advisor. Your profession is growing in the right direction, but the industry is not attracting new people and that’s a challenge, of course. Currently, two-thirds of advisors are now over 50, when in 2018, only 52 percent were over 50. Go farther back, about 15 years ago, and only 11 percent were over 50. HEATHER So, what should agency owners be doing to attract next generation advisors? Three top-notch travel advisors weigh in. Heather Di Pietro, Owner and CEO, TravelSalesGroup and She’s The World, affiliated with NEST, says that “We have found that the best process for us is to bring someone in as an assistant, teach them all of our systems and all of our processes, and then grow them into an advisor. So, they learn things by shadowing either myself or one of my senior team members.” Adds Shayla Northcutt, President & Founder, Northcutt Travel, affiliated with TRAVELSAVERS, “There’s such a high demand right now for travel advisors and people wanting answers right now, which is fabulous, but we don’t have the staff to fulfill those needs, because not every travel advisor is right for every single person, so you have to vet them and match them. What we’re finding is it’s harder to have our team cultivate every single person that’s coming through our lead generation system.”SHAYLA To help that process, Northcutt pays an hourly staffed travel advisor to vet those leads that come in, finish them out and quote them, and the advisor gets commission on top of the hourly pay. That way, she says, “we don’t say no to anyone, so that hourly paid advisor is doing those smaller trips, say a trip to NYC, but that’s helping build our reputation.” “What I’m seeing,” says Faith Sproule, Owner, Niche Travel Group, affiliated with TRAVELSAVERS, “is that we have to be flexible with our older idea of what a business looks like, what business hours look like.” For example, she says, “I have one person under 30 who had been to 50 countries before she came to me. So we worked out at a deal where she can be away and she works while traveling. So, I’m open to someone going on a 1-month trip. So long as you can prove to me that you can do your job—as long as the work ethic is there while they’re there.” FAITH What makes a great luxury travel advisor? Sproule says they “need to understand the countries, the brands and the luxury traveler. They should be able to speak with the clients about wine, dining or art history. They’re cultured, they’re well-traveled. And they’re empathetic; they respond well and they’re great communicators.” Adds Di Pietro, “I think the most important quality is to be a good listener. When you’re on the phone with a client, you should do way more listening than you do talking. This is difficult for travel agents because we’re salespeople first. But listen to your client, and they’ll tell you everything you need to know. If you’re looking to hire good listeners who are empathetic and who generally want to give people the best experience possible, I have found that teachers make great agents.” Northcutt says that she’s looking for people with a “rich background in travel.” She tells prospective employees, or ICs, that they will not be traveling for free and they won’t make money for the first three months. Adds Di Pietro, “You have to do a certain amount in sales before you’ll earn an IATA card with me. We’re not a card mill. So, you will have to earn your IATA card and you can’t travel until you earn that.” They all agree that a travel advisor has to be passionate about whatever they’re selling, whether that’s a Disney vacation or a destination wedding in Bali. They need to care about what people are doing and care about how people are traveling. It shouldn’t just be a dollar sign, they say, and not just make it about, “Oh, how can I get free travel?” COVERSANDALSTable of ContentsSANDALS SPREADEditor's NotesPALLADIUM BRAND ADAdvisor Speak: Attracting Next Generation AdvisorsFIESTA AMERICANAIndustry Insights: Travel is a ‘Human Need’Cruise: The Call of the World’s Rivers & OceansAMERICAN CRUISE LINES SCAMERICAN CRUISE LINESAMAWATERWAYS SCAMAWATERWAYSDISNEY CRUISE LINE SCDISNEY CRUISE LINEEXPLORA JOURNEYSOCEANIA CRUISES SCOCEANIA CRUISESROYAL CARIBBEAN INTERNATIONAL SCRCI ADOnboard Review: Icon of the Seas Reaches for the StarsOnboard Review: Lindblad’s National Geographic Explorer—An Immersive Expedition ExperienceOnboard Review: Seven Seas Grandeur—All-Inclusive Luxury Offers Top ValueNorth America: Florida Beckons with New Properties, Attractions, EateriesOnsite Review: Miami Sparkles With Art, Nature & Culinary OfferingsLEE COUNTY SCLEE COUNTYAlaska: What’s New in the Last FrontierOnsite Review: Boston Welcomes the Celebrated Raffles BrandWhat's Next for Families in Mexico & the CaribbeanCaribbean Vacation Offers Varied ExperiencesPALLADIUM HOTEL GROUPOnsite Review: Puerto Vallarta & Riviera Nayarit—This Dual Destination Shines Brighter Than EverRECOMMEND EDU HOUSE ADWEBINAR HOUSE AD