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12 minutes readContents
- Loyalty: Deep industry experience
- Business landscape: Small teams and solo agents
- Motivation: Passion and client focus
- Staying energized: Learning, goals, and networking
- Challenges: Competition and inefficiencies
- Transformation: A call for smarter tools
- Key insights at a glance
Loyalty: Deep industry experience
In an industry shaped by constant change, new technologies, and shifting global trends, it can sometimes be easy for professionals to lose motivation or feel disillusioned. Yet our research shows the opposite: travel professionals remain remarkably loyal to their field, often building long-term careers within the industry. This resilience and dedication lay the foundation for sustainable growth.
- 42% have more than 15 years of experience.
- In Europe, the average rises to 51%, with Italy (68%), Germany (64%), and Spain (52%) leading.
This long-standing expertise strengthens the industry’s resilience and ability to adapt to change.
Hawks insights
This deep-seated loyalty not only shapes the travel industry but also influences the perspectives of those working within it. We asked members of the RateHawk team to share their reflections.
How has working in the travel industry shaped your personal views on the significance of travel?
Laura Harrison,
Strategic Business Development Manager UK and Ireland
“I have been lucky enough to work in travel for over 20 years. In my view, travel is the best education you can offer to a person. To experience a country, its culture, food, and local hospitality is like no other. I have traveled to many countries across the globe and my passion for travel only grows with each visit.”
Christopher Bowers,
Team Lead Sales Germany
“Working in the travel industry has shown me that travel isn’t just about seeing new places — it’s about immersing yourself in different cultures. Experiencing local food has especially highlighted this for me; sharing meals and discovering new cuisines is a powerful way to connect with people and understand their traditions. Overall, I believe travel — especially through food — broadens perspectives, fosters empathy, and brings people together.”
Business landscape: Small teams and solo agents
At first glance, it may seem that giant companies dominate the travel industry. In reality, it is a dynamic and flexible system where small businesses and solo agents play a vital role. These agents thrive in their niches, adapt quickly to change, and continue to find success even in a competitive market.
- 50% of respondents work in companies of 2–5 people.
- In Europe, the figure is 58%; in LATAM, 49%.
- 17% operate as solo agents, most common in North America (22%).
- In contrast, only about 5% in the GCC and Asia are solo. These markets are dominated by mid-sized companies — defined as agencies with 6 to 50 employees — which account for 51% in the GCC and 44% in Asia.
This diverse business mix underpins global tourism and demonstrates that success in travel isn’t limited to large corporations — smaller companies and individuals remain central to the industry’s strength and sustainability.
Motivation: Passion and client focus
As the World Tourism Day 2025 theme reminds us, sustainability is not only about technology and transformation — it is also about people’s well-being and resilience. For travel professionals, that resilience is built on inner strength and continuous motivation to move forward. Despite the challenges of the 21st century, and especially the upheavals of recent years, they continue to show remarkable job satisfaction — proving that they still truly enjoy what they do.
- 92% describe themselves as satisfied or very satisfied in their roles.
- 51% are motivated by creating memorable client experiences.
- 42% are driven by curiosity and human-to-human interaction.
- 39% value positive client feedback.
When asked what’s most rewarding in clients interaction:
- 36% said building long-term relationships.
- 30% highlighted positive feedback.
- 26% cited helping clients find the perfect offer.
- Only 8% found high-value sales most rewarding.
These results show that professionals are energized by people, not just profit — a vital driver of sustainable tourism.
Hawks insights
Passion and client focus are also central to how we work at RateHawk. Strong relationships are what sustain our community of partners and drive shared success. To explore this further, we asked members of our team:
Which practices have you found effective in building and maintaining strong client relationships?
Laura Harrison,
Strategic Business Development Manager
“I believe it shows when you are passionate about your job and the products you sell. People can sense your love and commitment. I’m a strong believer that people buy people and should always bring your true authentic self to the table.”
Jamil Neto,
Regional Director Latin America
“Without a doubt, TRUST is one of the most important aspects in both professional and personal life. There is no substitute for knowing that somebody is always at hand to support you, helping you, your company, your clients, and your team feel safe.”
Staying energized: Learning, goals, and networking
Motivation is essential, but on its own it isn’t enough for lasting professional success. To thrive in a fast-changing industry, travel professionals also need strong skills and a commitment to continuous improvement. Our research revealed that they actively pursue ways to stay engaged, sharpen their expertise, and adapt to new demands.
- Nearly half attend industry events for new insights.
- A similar share set personal sales goals to stay focused.
- 39% build professional networks to exchange knowledge.
- About one-third take part in courses and webinars.
This focus on continuous learning and community highlights how professionals combine passion with practical growth strategies to remain resilient in an evolving industry.
Hawks insights
At RateHawk, we support this drive for growth by giving travel agents tools that help them stay ahead. The Quotes tool makes it easy to curate offers for clients, the mobile app ensures bookings can be managed anywhere, and API integration provides businesses with the flexibility to streamline workflows at scale. Together, these innovations supercharge efficiency and free up time to focus on what matters most — building client relationships and growing business.
What innovative technologies do you see emerging that could enhance human-AI collaboration in travel?
Piotr Wiklak,
Head of Business Development Visegrad Group
“In times when travelers seek not only relaxation but also new adventures, I believe AI will play a key role in shaping the future of tourism. Instead of limiting people to well-known attractions, AI can act as a personal advisor, uncovering hidden places around the world that reflect each traveler’s unique interests. By analyzing local insights, cultural trends, and vast data sources, it has the power to bring forward destinations that might otherwise remain undiscovered.
This opens opportunities for more authentic, sustainable, and memorable journeys. For travel agents, it means enhancing their expertise with AI’s reach and precision, offering clients not just a trip, but truly unique experiences. I see the future of travel as a collaboration where human creativity meets AI’s intelligence — together inspiring people to explore the world in exciting, innovative ways.”
Christopher Bowers,
Team Lead Sales Germany
“One innovative technology that stands out is AI-powered chatbots that work alongside human agents, handling simple queries and freeing up time for agents to focus on more complex or personalized requests. Another emerging tool is intelligent data analytics platforms that help agents anticipate client needs and personalize travel experiences based on past behavior and preferences. Voice recognition and multilingual AI assistants can also improve communication and accessibility, making it easier to serve clients from diverse backgrounds. Finally, virtual and augmented reality are giving agents new ways to showcase destinations or hotels to clients, which helps make the booking process more interactive and engaging. These technologies, when combined with human expertise, can greatly enhance both efficiency and the overall client experience in the travel industry.”
Challenges: Competition and inefficiencies
While motivation and continuous learning are vital, it is impossible to overlook the challenges that professionals face. Problems are part of the industry, and respondents do not deny them — instead, they highlight them openly as areas where smarter solutions are urgently needed.
- 1 in 4 cite rising competition or client expectations as their top work issue.
- Nearly half identify manual searches for the best deals as their biggest time-waster, often due to juggling too many platforms.
- 27% struggle with adapting to changing regulations.
- 23% worry about financial instability and supplier bankruptcies.
- 19% cite difficulties adopting new technologies.
These findings underline that even the most passionate and dedicated professionals need innovative tools and systems to overcome external hurdles and keep delivering value.
Hawks insights
At RateHawk, we know challenges are an inevitable part of the travel industry — from shifting regulations to fast-changing customer expectations. Our team’s own experiences have shaped how we approach these hurdles, turning them into opportunities to innovate, improve our tools, and strengthen support for our partners.
How have your experiences in the travel industry influenced your approach to challenges and opportunities?
Christopher Bowers,
Team Lead Sales Germany
“My experiences in the travel industry have taught me to be flexible and solution-oriented when facing challenges, since change and unexpected situations are a regular part of this field. I’ve learned the importance of staying calm under pressure, thinking creatively, and communicating clearly with clients and partners when issues arise. At the same time, I’m always looking for new opportunities, whether it’s a new technology, a supplier partnership, or a unique travel trend. Overall, my work in travel has made me proactive, adaptable, and open to turning challenges into opportunities for growth and stronger customer service.”
Transformation: A call for smarter tools
In today’s travel landscape, no conversation about transformation is complete without mentioning artificial intelligence. AI is at the center of industry debates and global conferences, seen as a technology that could redefine how professionals work.
That’s why we wanted to understand how travel agents themselves view its role — and the results are clear: they see AI as a supportive tool, not a replacement for human expertise.
About one-third said if they could change just one thing, it would be to implement smarter tools — second only to higher commissions.
- 49% want automation tools such as CRM and back-office systems.
- 34% are interested in AI-driven personalization.
- 34% want advanced data analytics.
- 33% highlight enhanced mobile booking.
- 20% prioritized reducing paperwork and admin.
At RateHawk, we design solutions with this balance in mind: cutting through inefficiencies, empowering professionals, and driving sustainable growth. That’s how technology supports sustainable development in travel and creates long-term economic opportunity.
Hawks insights
At the same time, we know that technology is only one side of the story. Human connection remains a cornerstone of the travel experience, and our team values the balance between digital innovation and personal expertise. To explore this balance, we asked:
In what specific areas of travel do you believe human touch is irreplaceable by AI for travel agents?
Betul Culhacilar,
Country Manager Turkey
“I believe AI can greatly support travel agents in areas like data analysis, instant information, and automating simple processes. However, there are specific areas where the human touch remains irreplaceable.
When a client wants a tailor-made journey with multiple destinations, unique preferences, and special interests, the creativity and experience of a human agent is unmatched. Travel is highly personal, and clients often need empathy, reassurance, and someone they can trust when making big decisions — especially for honeymoons, family holidays, or once-in-a-lifetime trips.
Flight cancellations, unexpected health issues, or sudden political changes require immediate judgment and negotiation skills that go beyond algorithms. AI can suggest destinations, but it cannot fully understand cultural nuances, personal tastes, or the small insider tips that make a trip truly memorable.
In short, AI is a powerful tool, but the role of a travel agent is to provide human connection, empathy, and creativity — qualities that no technology can fully replicate.”
Christopher Bowers,
Team Lead Sales Germany
“While AI is very useful for handling routine bookings and providing quick information, I believe the human touch is irreplaceable in areas such as personalized travel consultation, understanding complex client needs, and offering tailored recommendations—especially for unique destinations or special interests like cultural, historical, or culinary trips that are important in the German market.
Additionally, when unexpected issues arise, such as cancellations or travel disruptions, clients appreciate compassionate and immediate support from a real person who can empathize and find creative solutions. Human agents can also build trust and long-term relationships, which is especially valued by German clients who often seek reliable, high-quality service and personal attention.”
Laura Harrison,
Strategic Business Development Manager
“AI is a fantastic tool that will continue to grow and develop to offer fantastic results for customers and agents in the future, however when someone you trust can share a personal experience about a destination or hotel with real passion and enthusiasm, I believe this will be truly difficult to replace.”
Key insights at a glance
The data behind the report speaks for itself — here are the highlights that supercharge our understanding of the industry today:
- 42% of professionals have more than 15 years of experience, with loyalty strongest in Europe (Italy 68%, Germany 64%, Spain 52%).
- 50% work in small businesses of 2–5 people, while only 5% in GCC and Asia are solo; these regions are dominated by mid-sized companies.
- 92% report being satisfied or very satisfied in their roles, driven by passion and client connection.
- Nearly half identify manual searches for the best deals as their biggest time-waster, often due to juggling too many platforms.
- Among the top motivators, 51% report creating memorable experiences, 42% cite curiosity and human interaction, and 39% point to positive client feedback.
- 27% consider adapting to regulations to be one of the key challenges, while 23% identify financial instability and 19% mention tech adoption.
Spreading wings toward transformation
The “What Supercharges Travel Professionals 2025” report paints a clear picture of an industry powered by loyalty, passion, and human connection. Travel professionals bring decades of experience, often working in small but highly dedicated teams. Their motivation comes from creating memorable client experiences, building long-term relationships, and finding the perfect offers — showing that people, not profit, are the true heart of sustainable tourism.
Sustainability in travel is not only about protecting the planet — it’s also about building resilient industries, creating economic opportunities, and enabling long-term growth. By equipping travel professionals with technology that empowers them, we help drive transformation that is both sustainable and inclusive.
This World Tourism Day, we celebrate the people driving transformation and reaffirm our commitment to supporting them. Together, we can spread our wings and soar toward a future where tourism delivers economic, social, and environmental benefits for communities worldwide.
Dive deeper into the research
Want to explore the findings in detail? Read the first part of the “What Supercharges Travel Professionals 2025” report now. The full report will be available soon — stay tuned for more insights!
