An open letter: The Travel Institute's Diane Petras "leader-to-leader" on industry longevity

04.03.2024 - 08:04 / traveldailynews.com / Theodore Koumelis

Diane reflects further on the key reasons for The Travel Institute’s longevity – encouraging leaders to reflect on the same for themselves and their teams.

Sixty years in business is no small feat. There’s truly something special about achieving such a milestone. So, I’ve been pondering, how has The Travel Institute survived and thrived in our fast-paced, ever-evolving industry for six decades? Sifting through our vast archives and history, and listening to the reflections of industry leaders and long-time supporters, I’ve come to attribute our longevity as travel’s non-profit, independent and global education leader to two basic principles: 1) our singular, enduring mission to advance agent professionalism through high-quality education; and 2) our constant adaptability of educational best practices in support of that mission.

“Successful people, in all callings, never stop acquiring specialized knowledge, related to their major purpose, business, or profession.”  – Napoleon Hill, best-selling, self-help author

Late last year, I urged travel agents to consider the knowledge and skills they need for longevity in our ever-evolving industry. Today, I want to share my thoughts leader-to-leader about how education for travel professionals also ensures longevity for you and your organization. While some organizations clearly get agent education right, some do not—promoting programs that “check the box” for education without providing real substance or value. Many programs casually insert descriptors like “industry standard” and “certification” to describe educational programs that simply provide neither. Unfortunately, these programs miss the mark with incomplete advice that can lead to significant, costly agent errors as well as unsatisfied travelers who may never use an agent again. Over time, these programs do more harm than good.

The point? It takes significant and sustained effort to provide agents with the educational tools they need to ensure adaptability and longevity throughout their careers as they evolve into true professionals. Their ongoing specialized learning needs are no less significant than the needs of other professionals in other industries. As a leader genuinely committed to travel industry success, you recognize there are no shortcuts to sustainable success and that quality education for yourself and your travel professionals is a necessary investment. You also recognize the need for a recruitment and evaluation process that confirms the passion and commitment of the agents who represent your business. In other words:

For yourself: Lead by example and join our 30,000+ certified graduates through our CTC, CTIE, or virtual executive institute programs. If you’re already certified,