Why aren’t the best and the brightest going into the travel agency business?
Answer: a lack of information about the travel industry by students, parents and guidance counselors, according to a study funded by the American Society of Travel Agents (ASTA).
Participants in the study, “Why Students Do Not Choose Travel as a Career,” included college students, college professors and high school guidance counselors from New York State.
“The research findings indicate students are most influenced by their parents when choosing majors; few are influenced by their high school guidance counselors,” the report says.
The report concludes that the best way to influence a student’s career choice is by educating parents of the benefits of working in the travel industry.
“We are exerting every effort to attract smart, savvy young people to the travel industry,” said Cheryl Hudak, ASTA president and CEO. “Travel agents are doing well — better than most young people think. It is important that we provide a fair representation of the industry, and promote the great benefits we receive, including the opportunity to make as much money as we’re willing to work for.”
Income ranked fifth in importance among the factors listed by students when choosing a major. A report from college professors at New York institutions showed a declining enrollment in travel/tourism curricula and the perception of declining employment opportunities.
According to the study, professors surveyed think employment opportunities are the primary driving force behind career choices. Only a fifth of freshman come in with travel careers already in mind, and very few (7%) of the professors polled recommend travel agencies as a career choice, compared to other tourism/hospitality jobs.
Similar attitudes appeared among high school counselors.
“Researchers believe such findings are the result of the perception that travel agents have low salaries and that travel agencies are no longer relevant, due to the internet,” the report says.
Recommendations for improving parent/student outreach include developing various mechanisms to assist high schools and colleges change the information distributed about careers in the travel industry.
These efforts could focus on providing career seminars, as well as mentoring efforts that partner industry professionals with students, teachers and guidance counselors.
Report by David Wilkening
