travel agency in a box?

Google the phrase "become a travel agent" and see how many links come up. Judging from the number of websites that offer you a travel agency in a box and promise amazing lifestyle perks and free travel benefits, there's obviously a real market and interest in selling travel. The promises are incredible. What's the truth of the matter?


Much of the rhetoric is overheated. One website shouts,

Thousands of people just like you are starting a new career as a travel agent, making fantastic money, and enjoying the lifestyle they've always wanted. Now it's your turn...

Do the math. To make even $50,000 a year, you need to sell about $14,000 worth of travel every week (and airline tickets don't count). How many hotel rooms is that?

A lot of the marketing is absurd. A book advertisement claims,

The truth is, there are some really amazing little tricks that are kept under lock & key by the worlds [sic] richest travel agents, and for good reason... they don't want their secrets to get out!

You can learn those alleged "secrets" by buying a book for just $29.95, or so this website would have you believe. Would you trust an author whose own advertising copy contains grammatical errors in 24-point bold type?

Some of the promises are deceptive.

Our own industry-approved xxxxx Travel Agent ID card is available with any xxxxx membership. You can use it to verify your membership upon hotel check in or in other situations.

Know that there are card mills out there, and anything other than an IATAN card is essentially worthless.


Even with all these caveats in mind, becoming a travel consultant can be a wonderful career choice. I have loved travel my entire life. I enjoy researching and putting together trips. I have always gotten pleasure out of helping friends plan their vacations. Becoming a travel consultant has turned out to be one of the best vocational decisions I have ever made. I'm having more fun doing this than anything else I have ever done.

If becoming a travel consultant is something you yourself have considered doing, I would share these insights:

(1) The first and most significant decision you'll have to make is the choice of a host agency. Lots of factors will go into that decision. This list is a good place to start. This is one travel professional's opinion about the most reputable host agencies in the country.

(2) When you go to a host agency's website, look critically at how the agency presents itself. Is the firm being transparent and honest, or is its webpage filled with catchy rhetoric and deceptive promises? Try to call the manager and ask questions by phone. Does he/she have the time to talk with you? This in itself will give you a good idea of whether the firm has the resources to devote to support you as a travel agent newby. Trust me. You'll have hundreds of questions, especially at first. Does someone in the agency have the time to take your phone questions? If this is a firm with hundreds of agents, my guess is that their support level will disappoint you. Ask about what kind of network is provided so that agents can ask questions and share their wisdom with one another.

(3) You'll want to ask what consortium a prospective host agency belongs to ... and determine where that consortium is strong and where it is weak. What kind of travel do you want to sell? If you plan to sell to the mass market, you'll want a consortium that has negotiated rates with the Marriotts and Sheratons of the world. But if you have any interest in selling upscale travel, you should look for a Virtuoso agency.

(4) If you plan to sell air (but you don't have to, you know), you'll need to become proficient with a GDS. Sabre is the industry standard, but it is complex and difficult, using a non-intuitive command line interface. Some agencies offer Amadeus Vista which has an easier-to-use (but still complex) graphical interface. If this is important to you, it would be worth your while to find an agency that uses Amadeus. (Note: if you don't sell air, you really don't need a GDS. In many ways it is preferable to contact properties directly to make reservations).

(5) One final consideration, commissions and costs. Again, look for companies that are totally transparent about their financial arrangement with you. Figure that a productive agent should receive about 70% of their commissions, including overrides. If a host agency advertises 100% commission payments, you know they're not telling you something (probably that they will overcharge you for everything). If they're offering everyone "a generous 50% commission split," this company is taking advantage of the uninformed. Get the actual annual charges you will incur for E&O insurance, GDS, commission reporting database use, and any other back office expenses, and make the comparison among several host agencies.

(6) Finally, know that there is a significant learning curve involved in becoming a travel consultant -- significant but doable. If you love travel and enjoy learning, this is nothing to fear. If possible, find a mentor already in the travel industry, an experienced professional willing to take you under her wing. You will learn far more quickly and effectively than if you're doing it alone.

My own firm, Sterling Brownell in Atlanta, Georgia, has begun a unique and valuable mentoring program for new travel consultants. It's a highly selective program, but if you're accepted, you will participate in a structured program. You will be pushed to develop a marketing plan by someone who really knows marketing. You will be able to call on an extremely experienced general manager who will answer your questions patiently and then thank you for asking. You will learn about selling travel from some of the top Conde Nast rated agents in the industry. Click here for more information about Sterling Brownell's mentoring program.

But wherever you begin, if becoming a travel consultant is your dream, I extend my best wishes to you. Even in this age of the internet, there are people who need the experienced guidance that a good travel consultant can offer. This is a dream worth pursuing!


By the way, the book pictured at the top of this article, Home-Based Travel Agent, is a well-written and valuable source of information for brand new travel consultants.


If you have comments on this column, or questions about booking travel, email me or visit my website.

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