Study reveals high job satisfaction & long-term loyalty among travel advisors

A new report from RateHawk, titled “What Supercharges Travel Professionals,” reveals that travel advisors worldwide remain deeply committed to their careers, reporting high levels of job satisfaction and long-term dedication to the field.

Despite growing post-pandemic challenges, many continue to find purpose in their work—driven by a shared passion for travel and meaningful human connection, the report says.

The study also highlights how this purpose-led mindset is not only sustaining the profession but also helping professionals adapt to the industry's ongoing transformation.

RateHawk, a B2B online system for booking hotels, flights, and transfers, surveyed over 1,300 professionals across Europe, North America, Latin America, Asia, and the GCC.

The study examines agents’ key motivations, challenges, and the role of technology in the travel industry in 2025.

Experience trends: loyalty & newcomers

The first part of the report focuses on travel professionals’ experience trends and the main drivers behind their lasting careers.

Long-term commitment and a new wave of popularity travel professionals show strong loyalty to the industry, with 42 per cent of respondents having more than 15 years of experience.

This trend is especially prominent in Europe (51 per cent), particularly in Italy (68 per cent), Germany (64 per cent), and Spain (52 per cent).

At the same time, the industry continues to attract newcomers, with 18 per cent of respondents worldwide having joined in the last one to three years.

In some regions, this share is noticeably higher — for example, 23 per cent in North America and 25 per cent in Latin America.

Meanwhile, one in four respondents worldwide (25 per cent) has worked in the industry for four to 10 years, while 15 per cent have 11 to 15 years of experience.

“Today, the travel industry continues to draw new specialists, making it one of the fastest-growing career sectors, according to global reports. Our study also highlights the growing popularity of the travel advisor profession over the last three years. It is driven by the transformation of the economy after the pandemic and the desire of next-gen travelers to rely on travel agents while planning their trips,” stated Astrid Kastberg, managing director of RateHawk, in a press release. 

Business size & structure: small teams dominate

The survey shows that 93 per cent of the participants work in small and medium-sized businesses with fewer than 50 people. Of these, 50 per cent of all travel professionals globally work in businesses of two to five people, with the highest concentration in Europe (58 per cent) and Latin America (47 per cent).

Around 17 per cent operate as independent agents, with North America reporting the largest share (22 per cent).

In contrast, solo professionals are far less common in Asia and the GCC, where medium-sized companies (6 to 50 employees) dominate, representing 44 per cent and 51 per cent respectively. Globally, medium-sized companies account for 26 per cent of respondents.

Only seven per cent of respondents work in companies with more than 50 employees.

"Since the majority of travel businesses are relatively small, effectiveness is crucial. Success depends on every team member, which is why RateHawk develops tech-driven tools to help agents excel and deliver outstanding service with less effort,” stated Kastberg.

Motivated by curiosity and the human touch job satisfaction is remarkably high in the travel industry, with an overwhelming 92 per cent of professionals describing themselves as satisfied or very satisfied in their roles.

Latin America leads with the highest satisfaction rate at 95 per cent. Only one per cent of respondents globally reported being dissatisfied.

According to the survey, travel professionals worldwide are most motivated by the opportunity to create memorable experiences for their clients (51 per cent), explore new destinations (42 per cent), and receive positive client feedback (39 per cent).

This reflects a people-focused approach that drives agents’ careers. One in four respondents also values the independence their travel career offers, while work-life balance (21 per cent) and financial incentives (15 per cent) are less commonly cited among the most rewarding aspects.

In North America, 73 per cent of travel professionals say creating memorable experiences is their favorite part of the job. Additionally, one in four respondents values independence, work-life balance, and access to special rates.

When interacting with clients, respondents find that building long-term relationships (36 per cent), receiving positive feedback (30 per cent), and helping clients find the perfect offer (26 per cent) are the most rewarding aspects of their work. In contrast, closing high-value sales is perceived as a much less rewarding experience, with only eight per cent of respondents selecting this.

Key motivations

To stay motivated, travel professionals choose ongoing professional and business development: 46 per cent attend travel industry events, 45 per cent set personal sales goals, 39 per cent engage with professional networks, and 31 per cent regularly participate in webinars and educational courses.

Other motivating habits include testing new AI tools, exploring partnerships, and taking personal trips to better design itineraries for clients.

The report is based on the survey held in the second quarter of 2025. Respondents were representatives of leisure and business travel sectors, including travel agencies, travel management companies, tour operators, host agency members, and independent travel advisors.

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