Training translates to sales

Travel Weekly

2 days ago

Jamie Biesiada
Professional development pays.
That's the message of a study released by the Travel Institute last month. CTA Graduate Insights was designed to follow the experiences of graduates of the institute's Certified Travel Associate (CTA) program.
The stat that most stood out to me was this: 81% report measurable business growth after earning their CTA certification. In other words, four out of five advisors who complete the CTA program see a positive impact on their bottom line.
Of course, there are many benefits to professional development beyond the bottom line.
For instance, the Travel Institute found that 85% of CTA grads use the knowledge and training gained consistently, and 91% are proud of their credentials. Most, 86%, recommended the program for other advisors.
Nearly three quarters, or 72%, of grads said having CTA credentials has increased their credibility with both clients and suppliers (a similar number said it has helped boost their confidence and helped them navigate challenges).
Interestingly, the institute's study found that completing CTA certification can help even veteran advisors.
Linda Luizza, owner of Treasures in Travel in Key West, spent 10 years selling travel before she took the CTA course in 2020. After becoming a CTA, Luizza said, her sales doubled.
To conduct its study, the institute polled more than 2,000 CTA graduates who finished the program from 2016-2023.
"Development of our curriculum is never complete, and so as we walk our own talk striving to improve constantly, we also need to understand how we're doing," Guida Botelho, the institute's senior director of education, said in a release. "Our goal is to closely follow our graduates and ensure the CTA remains aligned with individual and industry needs; these results tell us we're doing very well."
The CTA program is one of several certifications offered by the Travel Institute. It costs $599 to enroll.
The institute also offers the Certified Travel Counselor certification as well as Certified Travel Industry Executive. Its Tripkit program is designed for new agents, and the institute also offers specialist trainings.