When you think about setting yourself apart as a travel advisor, certifications may not be the first thing that comes to mind, but they should be. Guida Botelho, CTIE and Director of Training at The Travel Institute, shares why certifications are more relevant than ever in today’s travel industry. Continue reading to dig into the long-term benefits of professional education, how certifications impact client perception, and how advisors can integrate those credentials into their marketing and client experience.
A Unique Industry Without Requirements
The travel industry is unique in that it doesn’t require certification to enter the profession. While that opens doors for many, it also creates confusion and inconsistency in client expectations. As Guida puts it, “The pro is anybody can be a travel agent. The con is anybody can be a travel agent.” That duality means the responsibility is on each advisor to differentiate themselves, build trust, and show professionalism. One of the most effective ways to do that? Certification.
What Clients Really Value
Clients may not recognize the acronyms behind travel certifications (CTA, CTC, CTIE), but they do understand the concept of value. When you can confidently tell a potential client that you’ve invested time and effort into learning the trade, it sends a powerful message. Certification isn’t about collecting letters. It’s about increasing your knowledge so you can better serve your clients and operate your business with clarity and confidence.
The Travel Institute’s Certification Path
The Travel Institute offers three cornerstone certifications tailored to different stages of an advisor’s career. The Certified Travel Associate (CTA) is a strong starting point, requiring both coursework and at least 12 months of travel industry experience. For those further along, the Certified Travel Counselor (CTC) and Certified Travel Industry Executive (CTIE) programs offer advanced strategies in sales, business operations, and leadership. These aren’t surface-level trainings. They’re in-depth, test-based programs rooted in real-world application.
Real-World Impact of Certification
One advisor shared with Guida that after completing the Travel Institute’s module on travel insurance, she increased her insurance sales by 48%. Her commission jumped from $2,000 to $48,000 in a single year. What changed? Her confidence in having the right conversations with clients. She didn’t just understand the value of travel insurance; she also knew how to communicate that value.
How to Market Your Certification Subtly
You don’t have to broadcast your credentials in every client interaction to make them count. In fact, subtlety often works best. Mentioning a completed training on social media or adding a line about your ongoing education in your email signature can reinforce your professionalism over time. Your website’s About page and footer are perfect places to explain your certifications without overwhelming a casual visitor. Clients may not know what the letters mean, but they will recognize your dedication.
Certifications vs. Destination Training
It’s also important to distinguish between professional certifications and destination or supplier training. The former strengthens your foundational business skills; the latter helps with product-specific knowledge. Advisors often default to supplier trainings because they’re free or easy to complete. But professional certification offers a structured, scalable approach to building a sustainable business model.
Be Strategic with Your Learning
Still, not every course is worth taking. Guida emphasizes the importance of enrolling in programs that align with your specific business goals. If your focus is river cruises, there’s no need to complete resort training. Be selective. Avoid the trap of collecting certifications for the sake of achievement. Instead, commit to learning programs that support your growth.
Make Time for What Matters
We also need to be honest about course completion rates. Many advisors buy programs during sales or promotions, but never open the first module. That’s why it’s essential to build study time into your calendar. Just one hour a week can move you forward if it’s consistent.
This is why TIQUE created Seven Figure Sales, our most comprehensive course on identifying your ideal audience, refining your service suite, and selling with clarity and confidence. The course complements The Travel Institute’s programs by bridging the gap between knowledge and implementation. It also qualifies for continuing education credits through The Travel Institute, making it a smart investment for certified advisors.
A Foundation for Long-Term Success
Professional education is about building a foundation strong enough to scale. Advisors often chase growth without realizing their systems can’t support it. They hit sales goals, only to burn out under the weight of poor infrastructure. Certifications help advisors avoid that trap by teaching the fundamentals first, then layering advanced strategy on top.
Whether you’re just starting out or looking to take your business to the next level, certifications offer more than prestige. They deliver the clarity, structure, and confidence needed to lead your clients and team with purpose. As Guida says, “If you don’t have the right pillars, you can’t build anything off.”
Next Steps for Growing Your Business
Looking for a next step? Pair your professional certification with the sales strategy that supports it. Enroll in Seven Figure Sales and start building a business model that works for you, not against you.
Listen to the full episode for more insights from Guida Botelho on how certifications are shaping the future of our industry.
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