Our people make this industry what it is: talented, reputable, fun… but the pandemic took with it a good number of our people. Since then, travel demand has boomed and we’re busier than ever. So how do we bring people back and attract newcomers? It’s time we face what may be keeping them away.
Lindsay White is the Managing Director of the Aviation and Travel division of JIVARO, a recruitment agency, but you may know him from his many years at Etihad. In White’s experience, while there is still interest in joining the travel industry, the industry isn’t as attractive as it once was.
“Many people left the travel industry during COVID, and haven’t returned due to higher earnings in other industry types,” he told Karryon.
According to White, the travel industry generally still doesn’t pay enough though that depends on the sector and employer.
“If you look at a comparison of general travel industry salaries compared to other industries, the travel industry salaries are approx 25-35% less than other industry types (again, depending on role types/seniority etc).
“The perks are still somewhat attractive, but with the financial pressures that many people face at the moment, the most important thing of all is salary,” he said.
“Salaries for travel consultants are still way below similar roles in other industries, therefore you really have to want to work in the travel industry for the ‘joy’ of working in the industry, rather than the financial benefit.”
“I believe it’s time for a serious review of salaries and/or overall remuneration packages, especially if the industry wants to attract a new and younger generation of professional consultants for the future.”
Why the travel industry needs to look at hiring the inexperienced
White knows there are still many people out there, both young and more mature, who are interested in joining the travel industry. The challenge, he said, is finding employers who are willing to recruit inexperienced staff.
“If employers continue to only recruit experienced staff, it only ends up with a constant circulation of the same people moving between different companies.
“People’s interest in joining the industry is currently hindered and limited because of this general stance within the trade.
“This won’t help in the long run, as most of the more mature and experienced travel consultants will be retiring, and not a lot of ‘new blood’ is able to enter the industry for the future. I believe this is one of the fundamental issues facing the industry right now.”
If a whole swathe of our industry retires, taking their knowledge with them before being able to share it, then we surely all lose.
“Most companies (travel industry or others) are now looking for university degrees in one form or another,” White told Karryon.
“Historically, many of the existing travel professionals (in a wide format) joined the industry in a junior capacity, and learned through years of experience and different roles across the business. This is now sadly lacking in my opinion, and needs to be addressed by the industry bodies (which I’m aware has now started), but needs to continue.
“Back to the issue of making the industry attractive and bringing on new blood into the industry. Experience is still key vs education certificates.”
The importance of fun, flexibility and collaboration
Michelle Ashcroft started out as a junior consultant for Phil Hoffmann Travel back in 1997. She was promoted to Branch Manager overseeing a team of 20, then into an HR manager role, then Marketing Manager, General Manager of Sales, and in 2013, she became the General Manager for the entire business.
To Ashcroft, the travel industry “is the most attractive it has ever been”.
“And it’s fun again! Conferences are back, educationals, functions and networking, as well as learning and development opportunities which are providing amazing career paths.
“It’s never been more exciting at the sales desk with travellers making up for lost time, booking multiple trips, with many at the luxe end of the market, making it lucrative for all parties,” she told Karryon.
“And supplier partners have never been more supportive or collaborative, which is driving results we could have only dreamed of two years ago!
“Travel is absolutely attractive, exciting and an amazing industry to get into!”
And according to Ashcroft, like all industries, if you’re good at what you do the opportunity to be well paid is there.
“With record sales, our consultants have never earned more, and the opportunity to share in success is critical for staff retention and driving growth.”
But Ashcroft admits that travel is not a 9-5 job.
“There are functions, opportunities for travel and sometimes we just need to dig in and get it done,” she said.
“However, the benefits far outweigh the pain. Most industries have peaks and troughs in their business that need that extra mile, but few reward like the travel industry does.”
“Phil Hoffmann Travel has always believed in swings and roundabouts – put the hard work in and commit to training, development, providing our clients with the most exceptional service and supporting each other as a team in the trenches, but we also support if someone needs to arrive late so they can see their child perform at a school assembly, or go to an appointment in work hours, or work from home when needed. When a partnership works both ways – everyone wins.
“Rather than work life balance, we think of it as work life integration.”
Collaborate to communicate
This is a great story to tell. And to Ashcroft, the challenge lies in sharing that story.
“As an industry, we have an opportunity to collaborate to put our industry in the mix amongst school leavers and people looking for new careers.
“The whole world seems under resourced, and so the competition is fierce to stand out as an industry of choice. In my opinion, we work in the best industry in the world, have the most amazing stories to tell and opportunities to present, we just need to work together to do so.
“Working with media, universities, TAFE and schools is an opportunity to stand in front of potential stars of the future, and our job is to paint the picture, give examples of the many careers paths that have been forged, and excite people and show them that if they have drive, hunger and humility – they will be successful!”