Travel advisors confess: Goway survey reveals perks, pressures & rise of AI

What does it really take to be a travel advisor today?

Staying calm under pressure certainly helps — and increasingly, so does knowing how to navigate clients armed with their own AI-generated research.

Goway has released the results of its inaugural “Confessions of a Travel Advisor Survey,” offering a glimpse into the quirks, perks, challenges and everyday realities of working as a travel professional.

More than 1,600 travel advisors across North America responded to the survey, which Goway says was designed to look beyond the usual economic and business metrics and explore the human side of a profession that can require advisors to play the role of strategist, therapist and, occasionally, miracle worker.

The survey examines four key areas: travel advisor “superpowers,” happiness on the job, the profession’s biggest challenges and the growing role of artificial intelligence.

Among the findings, staying calm under pressure emerged as the top “superpower” advisors rely on when handling problems.

Client appreciation also comes in many forms. According to the survey, 62 per cent of respondents said receiving texts with photos from clients is their favourite gesture.

AI enters the conversation

Artificial intelligence is also becoming increasingly difficult for advisors to ignore.

Goway found that 89 per cent of respondents have had clients approach them with their own AI-generated research, highlighting how tools such as generative AI are changing the way travellers research and prepare for trips before contacting a professional.

The findings also shed light on one of the profession's less visible challenges: time.

According to respondents, the most underestimated part of being a travel advisor is how much time it takes to properly plan a trip.

Goway said its “Confessions of a Travel Advisor Survey” was created to capture the realities of a career that is often misunderstood while highlighting the experiences of the travel advisor community.

The complete survey report is available here

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