In the United States, professionals from finance, law and corporate sectors are leaving their established careers to become travel agents. Could the idea of higher earning potential in travel be enough to attract Australians from other industries?
In the past three years, the number of people describing themselves as travel agents or advisors on LinkedIn in the US has increased by more than 50 per cent, Bloomberg reported.
Many of those joining the sector are career-changers. Forensic accountant Lisa Reich told Bloomberg she is now working half the hours and making four times her previous salary since launching her own agency. Others cite flexibility and independence as driving factors in their decision to leave corporate life.
A surge in demand for travel agents
Industry data shows strong demand underpinning this career pivot. The American Society of Travel Advisors estimates travel booked through agents in the US will reach US$141.3 billion in 2026, around 26 per cent of the total market.
Clients are increasingly seeking personalised advice and curation, something online booking engines or AI-driven tools cannot fully replicate.
Is the money the magnet?
In the US, agents typically earn commissions of about 10 per cent from hotels or tour operators. For advisors working in luxury markets where clients spend six figures on travel annually, that can mean significant income.
The question is whether the idea of lucrative career potential is what is sparking the inflow of professionals, or if lifestyle factors are playing an equal role.
Fora Travel, a US-based host agency and training network founded in 2021, provides technology, training and community support for independent advisors and has attracted significant venture capital interest, raising US$60 million from investors including Thrive Capital and Insight Partners. Through its model, many new entrants have been able to hit million-dollar sales benchmarks within their first year.
Could Australia see the same shift?
In Australia, being a travel agent has not traditionally been viewed as a high-paying career path. Commission margins are typically smaller, and remuneration has often been considered modest compared with other professional sectors.
However, premium leisure and luxury travel segments have been expanding. If the perception of travel advising as a career with strong financial rewards gains traction, could it attract talent from other industries in the same way as in the US?
Perception shift and recruitment opportunity
For decades, being a travel agent here has been seen as passion-led rather than profit-driven. But could the narrative be reframed so that high-earning potential becomes part of the pitch?
If agencies and networks highlight flexibility, entrepreneurial opportunities, and the ability to serve high-spending clients, this could make the career more attractive to Australians considering a change. For the industry, repositioning the role could widen the talent pool beyond traditional pathways.
Why it matters to the trade
What’s happening in the US illustrates how perception can influence professional movement. Even if not every US agent is earning more, the notion that they could is powerful in attracting career-changers.
For Australia, embracing or ignoring this repositioning could shape the next wave of talent entering the trade. How the role is marketed, passion career or potentially lucrative business, may determine whether finance professionals and other professionals see being a travel agent a serious option.
KARRYON UNPACKS: The US shows that the idea of higher earning potential can be enough to attract career-changers into travel. If the Australian industry embraces that positioning, it could open the door to a fresh, skilled talent pipeline.
