What Supercharges Travel Professionals?

Ever wondered what supercharges travel professionals? Well, that’s the question that RateHawk asked in its latest report which explores travel professionals’ perspectives on the ever-evolving industry.

The B2B only system for booking hotels, flights and transfers, surveyed more than 1,300 professionals across Europe, North America, Latin America, Asia and the GCC, examining agents’ key motivations, challenges and the role of technology in the travel industry in 2025.

The survey found that travel professionals show strong loyalty to the industry, with 42% of respondents having more than 15 years of experience. This trend is especially prominent in Europe (51%), particularly in Italy (68%), Germany (64%), and Spain (52%).

At the same time, the industry continues to attract newcomers, with 18% of respondents worldwide having joined in the last 1 to 3 years. In some regions, this share is noticeably higher — for example, 23% in North America and 25% in Latin America. Meanwhile, one in four respondents worldwide (25%) has worked in the industry for 4 to 10 years, while 15% have 11 to 15 years of experience.

Astrid Kastberg, Managing Director of RateHawk, observed of the findings that: “Today, the travel industry continues to draw new specialists, making it one of the fastest-growing career sectors, according to global reports1.”

And Kastberg continued: “Our study also highlights the growing popularity of the travel advisor profession over the last three years. It is driven by the transformation of the economy after the pandemic and the desire of next-gen travelers to rely on travel agents while planning their trips.”

The survey shows that 93% of the participants work in small and medium-sized businesses with fewer than 50 people. Of these, 50% of all travel professionals globally work in businesses of 2 to 5 people, with the highest concentration in Europe (58%) and Latin America (47%). Around 17% operate as independent agents, with North America reporting the largest share (22%). In contrast, solo professionals are far less common in Asia and the GCC, where medium-sized companies (6 to 50 employees) dominate, representing 44% and 51% respectively.

Globally, medium-sized companies account for 26% of respondents. Only 7% of respondents work in companies with more than 50 employees.

Said Kastberg: “Since the majority of travel businesses are relatively small, effectiveness is crucial. Success depends on every team member, which is why RateHawk develops tech-driven tools to help agents excel and deliver outstanding service with less effort.”

RateHawk’s survey also revealed that job satisfaction is remarkably high in the travel industry, with an overwhelming 92% of professionals describing themselves as satisfied or very satisfied in their roles. Latin America leads with the highest satisfaction rate at 95%. Only 1% of respondents globally reported being dissatisfied.

In fact, it reported that travel professionals worldwide are most motivated by the opportunity to create memorable experiences for their clients (51%), explore new destinations (42%), and receive positive client feedback (39%). This reflects a people-focused approach that drives agents’ careers. One in four respondents also values the independence their travel career offers, while work-life balance (21%) and financial incentives (15%) are less commonly cited among the most rewarding aspects.

In North America, 73% of travel professionals say creating memorable experiences is their favorite part of the job. Additionally, one in four respondents values independence, work-life balance, and access to special rates.

When interacting with clients, respondents find that building long-term relationships (36%), receiving positive feedback (30%), and helping clients find the perfect offer (26%) are the most rewarding aspects of their work. In contrast, closing high-value sales is perceived as a much less rewarding experience, with only 8% of respondents selecting this.

To stay motivated, travel professionals choose ongoing professional and business development: 46% attend travel industry events, 45% set personal sales goals, 39% engage with professional networks, and 31% regularly participate in webinars and educational courses. Other motivating habits include testing new AI tools, exploring partnerships, and taking personal trips to better design itineraries for clients.

Kastberg observed: “The travel industry has always attracted passionate specialists who love exploring the world themselves and helping others create meaningful experiences. Our mission is to empower both veterans and newcomers with technology-driven solutions that streamline routine tasks and focus their energy on the parts of the job they enjoy most.”

And Kastberg added: “This report reflects our commitment to supporting the travel professionals’ community and driving the sustainable development of the travel industry in general. We believe that by better understanding the real needs and motivations of travel professionals, stakeholders can create more relevant solutions.”