Representative ImageTravel professionals around the globe demonstrate a strong long-term commitment to the industry and report high levels of career fulfilment. Their purpose-driven mindset, fueled by a passion for travel and human connection, continues to shape the sector and helps specialists navigate the increasing complexity of the post-pandemic environment.
RateHawk, a B2B online system for booking hotels, flights, and transfers, surveyed over 1,300 professionals across Europe, North America, Latin America, Asia, and the GCC. The study examines agents’ key motivations, challenges, and the role of technology in the travel industry in 2025.
The first part of the report focuses on travel professionals’ experience trends and the main drivers behind their lasting careers.
Long-term commitment and a new wave of popularity
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% on average), 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 over the last 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.
In Asia, 42% of respondents joined the industry over the past 10 years, and 16% within the past 3 years.
“Today, the travel industry continues to draw new specialists, making it one of the fastest-growing career sectors, according to global reports. Our study also showcases the growing popularity of the travel advisor profession in the last 3 years. It is driven by the transformation of the economy after the pandemic and the desire of next-gen travellers to rely on travel agents while planning their trips,” commented Astrid Kastberg, Managing Director of RateHawk.
The survey shows that 93% of the participants work in small and medium businesses of up to 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.
"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,” shared Astrid Kastberg.
Motivated by curiosity and the human touch
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. Only 1% of respondents globally reported being dissatisfied. Asia, in particular, indicates 86% satisfied and 14% neutral respondents, with no dissatisfied participants at all.
According to the survey, 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 human-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. Asian travel professionals share similar top three satisfying elements, but they also highlight being part of the international travel community (27%) and access to special rates (31%) as favourite perks of the job.
When interacting with clients, global respondents find building long-term relationships (36%), receiving positive feedback (30%), and helping clients find the perfect offer (26%) to be 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 option.
To stay motivated, travel professionals choose ongoing professional and business development: 46% attend travel industry events, 45% set personal sales goals, 39% enjoy 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 design better itineraries for clients.
“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. 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," shares Astrid Kastberg, Managing Director of RateHawk.
The report is based on the survey held in the second quarter of 2025. The respondents were the representatives of leisure and business travel sectors, including travel agencies, travel management companies, tour operators, host agency members and independent travel advisors.
