CATO is addressing the travel industry’s critical need for skilled professionals with the introduction of the CATO Touring Academy. This certification program is designed to equip retail agents and industry newcomers with specialised knowledge, facilitated through an accessible online, internationally recognised training platform.
In an era where the dynamics of touring are rapidly changing, there’s a heightened demand for professionals who can expertly navigate and promote the myriad of travel options out there. But everyone’s busier than ever and the make up of the industry has changed.
“Thanks to COVID, we’ve seen a lot of people exit the industry,” Council of Australian Tour Operators (CATO) managing director Brett Jardine told Karryon.
“So there’s a lot of pressure on employers to bring new people in. And they’re busy so they don’t necessarily have the time to train them in everything.
“We wanted to provide some very specific training that will assist people to reach a level of expertise a lot quicker than what they would have whether they’re new or busy or both.”
The CATO Touring Academy aims to prepare agents to confidently promote and sell land-based holiday packages across the globe, thereby tapping into the lucrative commission opportunities the industry presents.
Key Program Details
The CATO Touring Academy is set to commence in Q2 2024, said Jardine. And participants will be required to accumulate 200 points through module completion and activities that lead to CATO Certification.
The academy’s e-learning program will feature:
- Mandatory Modules (20 points each)
- Elective Modules (15 points each)
- CATO Member Brand and Destination Training (10 points each)
Examples of the CATO Touring Academy elective modules include:
- Group touring
- Ski Holidays
- Rail Holidays
- Adventure Touring
- Private Touring
- Luxury Touring
- Self-drive Touring
- Sports Tours
- Air Tours
- Solo Travellers
- Multi-generational Touring
- Cultural Touring
- Affinity Groups
Other activity that will be recognised toward certification includes:
- Participation in CATO member familiarisations of 5-days or more (10 points each)
- Completion of other endorsed member brand training
“Obviously, the amount of content that we’ll launch with versus what there’ll be in say four months time will be quite different, Jardine told Karryon.
“But the goal is to continually grow and maintain an ongoing engagement with retailers once they’re part of the program.”
What’s in it for you?
“The tailored e-learning experience will allow people to progress at their own pace, leading to the achievement of CATO Certified status,” Jardine said.
“This demonstrates a level of understanding and credibility and expertise that will set them apart from from their competitors.”
Certified agents will be able to showcase their accreditation, signalling their expertise to clients.
For CATO members, a notable feature of the academy is the opportunity to create customised training content. This “white label” option allows for the tailoring of learning materials to reflect each brand’s unique selling propositions, effectively communicating the depth and variety of land-based holiday options available through Australian operators.
“We’ve been able to corral all of the major brands particularly together to demonstrate a level of collaboration that’s going to benefit our entire land supply sector,” Jardine said.
