AMG survey reveals consensus on importance of training but not on how to develop new advisor talent

22.05.2024 - 11:56 / traveldailynews.com / Vicky Karantzavelou / But Not

Results highlight need for comprehensive advisor curriculum such as KORE.

OYSTER BAY, NY – While a near-unanimous majority of travel advisors affiliated with American Marketing Group networks agree training new consultants is important, the current mix of approaches to do so may not empower recruits with the most critical skills. 

To alleviate the current advisor shortage, agencies are prioritizing the recruitment and onboarding of new consultants. A recent survey of Travelsavers and Nest advisors sheds light on the qualities agencies are looking for in recruits and how they train them.

An overwhelming number of advisors – 95 percent – say that training is essential or important for new entrants to the profession. However, agencies rely on diverse methods of developing their new consultants. Fifty-four percent offer a job shadow with colleagues and 53 percent use supplier training programs. Almost one-third employ industry webinars.

Programs that provide training in a range of crucial advisor skills are less common. Twenty-six percent say their agency offers a specialized program for new advisors. Twenty-three percent use an industry program such as The Travel Institute. Fifteen percent depend on KORE, American Marketing Group’s comprehensive advisor education curriculum.

“The industry has had a patchwork approach to training new advisors,” said AMG Chief Sales Officer Kathryn Mazza-Burney. “Many agencies are still using one-off webinars or very focused supplier programs. This is exactly why we invested in creating KORE. We wanted to attract new talent to the profession and provide them with the strong foundation that travel advisors need to succeed in today’s marketplace.”

When asked about the most important elements advisor training should cover, 43 percent named booking travel. Forty-two percent said advisors should have a grounding in different supplier types such as air, hotels and cruise lines. Forty-one percent opted for customer service and one-third selected sales training.

Knowledge in demand for today’s advisors finished further down in the survey, including technology (27 percent), compliance and fraud protection (12 percent) and marketing (5 percent).

Training that covers a range of skills is essential, especially given that many agencies are looking for potential among prospects rather than advisor experience. Forty-four percent are seeking candidates with a travel industry background and 33 percent are looking for people with client service experience.

Other desirable qualities include a passion for travel (30 percent), detail orientation (29 percent) and communication skills (26 percent).

Once recruits are on board, they will enjoy multiple benefits in their new profession. The survey