Travel advisors remain the “heart” of the travel industry and, despite the challenges of recent years, they report being highly satisfied with their work. According to an international study by the B2B travel portal Ratehawk, 92% of professionals in the sector say they are “satisfied” or “very satisfied” with their profession.
The Study
Titled “What Motivates Travel Industry Professionals,” the survey was conducted in the second quarter of 2025 and was based on a sample of about 1,300 professionals worldwide. Participants included those working in travel agencies, TMCs, tour operators, and independent travel consultants.
Human Connection as a Key Driver
For the vast majority, the most attractive part of the job is human interaction and the opportunity to share their passion for travel. In Germany specifically, professionals are even more driven than those in other European countries to create unforgettable experiences (66%) and work independently (38%).
By contrast, only 8% view achieving high sales as a primary motivator, suggesting that selling is not the main goal. However, 45% of respondents set personal sales goals, indicating strong professionalism.
Satisfaction Comes from Meaning, Not Money
According to the study, job satisfaction is more closely linked to a sense of purpose and the pleasure of serving clients, rather than financial rewards. Travel advisors draw satisfaction from positive client feedback and from helping people achieve dream trips.
Strong Commitment and Long-Term Experience
The dedication of travel professionals is reflected in their experience: over 40% have more than 15 years in the field, with Europe leading at 51%. In countries like Italy (68%), Germany (64%), and Spain (52%), the numbers are even more impressive, confirming a deep connection between professionals and the travel industry.
The Next Generation Shows Promise
Despite staffing issues—especially after the pandemic—there are encouraging signs from young professionals. In Germany, 11% of travel consultants entered the industry in the last three years, bringing motivation and enthusiasm. Ilka Lauenroth, head of the TUI Franchise network, noted that young advisors bring energy and fresh perspectives to the traditionally structured travel agency sector.
Supporting this image boost is a new campaign by Bethmannschule in Frankfurt, focusing on authentic promotion of the profession. “We don’t want to sugarcoat the job—we want to show it as it really is,” says Chantal Wagner from LCC Reiseb?ro Wilhelmpassage.
Lifelong Learning as a Priority
The study also highlights the importance of continuous education to maintain professional motivation. Many professionals attend industry events (46%), use professional networks (39%), and participate in webinars and training programs (31%). Of special interest is the growing use of AI tools, and the role of personal travel experiences in enhancing the quality of client advice.
Small Businesses, Big Impact
A full 93% of participants work in small or medium-sized enterprises with up to 50 employees, and half of them belong to teams of 2 to 5 people. The personal relationship with the client remains a key advantage over digital platforms.
The Profession Is Gaining Ground Again
According to Astrid Kastberg, Director of Ratehawk, “The role of the travel advisor has become increasingly popular in recent years,” thanks to changing traveler needs and the desire for personalized guidance. Despite recruitment challenges, the profession has adapted to new conditions and is regaining public trust.
