7 Common Myths About Travel Advisors — Debunked

Despite being an integral part of the travel experience, there are numerous misconceptions surrounding the work an advisor does based on how the industry used to function in years prior. Associating these outdated myths with the modern-day advisor can often leave vacationers feeling confused and deterred from seeking out this resource, instead choosing to go at the planning and booking process on their own. In order to save travelers some time, stress, money and gray hairs, here are seven busted misconceptions about advisors (and why you should work with one).

Myth #1: Travel advisors cost too much money 

Often, many travelers think that using an advisor means having to pay them a hefty fee for their services, and it’s a misconception that can ultimately push potential clients away. In actuality, most advisors get paid primarily via commissions through airlines, hotels, cruise lines and other industry brands. Some advisors may add a nominal fee to be applied to the initial trip deposit, but considering the expertise and knowledge clients have access to, the small charge is well worth it. Plus, having the trip vetted and access to the advisor before, during and after the trip offers a peace of mind that you can’t put a price tag on.

Myth #2: Travel advisors want to push their clients towards bigger packages for a higher commission

Because advisors earn commission from brands, another misconception is that they push travelers towards purchasing bigger packages and upgrades to earn more from the trip. Advisors are businesspeople, and unlike other salespeople, they want you to come back. Building a loyal and trusting client base is the key to success in the industry, and schmoozing clients out of money isn’t exactly the most efficient way to conduct business.

Aside from the financial component that debunks this myth, advisors also genuinely want to help make their clients’ dream vacations come true, whatever that looks like. Travel pros have a passion for planning, organizing and making clients happy, so their number one priority is to ensure that travelers are satisfied with the trip. Mentioning upgrades is a natural part of the process, but that doesn’t mean travelers are forced to take them or that advisors had ill intentions when offering them.

Myth #3: Travel advisors only book hotels and flights

If the point hasn’t been emphasized enough already, travel advisors are experts in the field. Part of the fun in their job is personalizing itineraries based on their knowledge of a destination and what the client wants. Advisors are hands-on with the planning process, relieving travelers of any logistical stress so that all they have to worry about is enjoying the vacation.

Myth #4: Travelers can’t be an active part of the planning process

Hand in hand with the previous myth, travel advisors will be as involved in the prep as clients want them to be. If there’s a restaurant you’re dying to try or an attraction that is high on your wish list, advisors will work to make those things happen. At the same time, if travelers are frozen by decision paralysis, advisors can use their extensive background to provide recommendations and suggestions that align with what the client wants to get out of the trip. It’s not an all-or-nothing planning process but rather a collaborative effort that ensures each trip meets a traveler’s expectations.

Myth #5: Every advisor is the same

Don’t forget, advisors are people too, and they also have their own travel-related interests and passions. Some may specialize in a type of travel, such as luxury, family vacations or group trips, and others are extremely knowledgeable about a region or destination like Mexico, the Caribbean or Europe. Advisors focus on a few key areas they know really well so that they can most accurately assist their clients. This is why travelers looking for a prospective advisor need to take the time to do their research and find a travel pro with insight that aligns with their trip expectations.

Myth #6: Travelers can book the same trip on their own

Think about the reasons you’d book a photographer or go to a hairdresser. You can try to mimic the results you’d get by going to a professional as best you can, but it’s going to take far more of your time with an uncertain outcome. Advisors are experts for a reason, and they have plenty of industry partnerships, connections and relationships to access deals or perks that aren’t publicly available to the everyday traveler. Try as they might, clients can’t replicate the insights of an advisor. 

Myth #7: Travel advisors are outdated, and nobody uses them anymore

According to a 2023 report from ASTA, 50% of people are more likely to use an advisor today than they were in the past. If anything, this myth couldn’t be farther from the truth, as advisors are more relevant now than ever before.

The nature and meaning of travel have changed drastically over the last few years, with clients looking to truly experience a destination. Cultural immersion, foodie adventures and exploring off-the-beaten-path attractions are a few ways travelers can achieve this, but it’s only with the help of advisors that they gain this insider knowledge. 

If dispelling this myth doesn’t say enough about the importance of travel advisors, agencies are projected to represent one-quarter of all U.S. travel sales by 2027, according to a recent Phocuswright report. What does this mean? The necessity for advisors is only continuing to grow, and utilizing their expertise as a resource is becoming a common practice for travelers.