CTA makes the grade with ‘measurable difference’ for agents and industry alike
FRAMINGHAM, MA, May 12, 2025 – The Travel Institute today released key findings from its latest study: CTA® Graduate Insights—a new outreach effort by the travel industry’s education leader to track recent graduate experiences for its award-winning, flagship Certified Travel Associate®, or CTA, program. Key findings include:
- 81% report measurable business growth after earning their CTA
- 85% consistently use their CTA knowledge and training
- 86% recommend the CTA program to other travel professionals
- 91% are proud to have completed their CTA
“We constantly emphasize that learning is never done for our students and, as educators, the same is true for us. Development of our curriculum is never complete and so, as we ‘walk our own talk’ striving to improve constantly, we also need to understand how we’re doing. Our goal is to closely follow our graduates and ensure the CTA remains aligned with individual and industry needs; these results tell us we’re doing very well,” asserted Guida Botelho, CTIE, senior director of education for The Travel Institute, explaining CTA programming is continuously realigned with the fast-paced travel industry’s changing needs.
The CTA’s latest report card sought feedback from more than 2,000 recent graduates who earned their credentials between 2016-2023 and who’ve since had time to implement their learning. With a response rate of nearly 10%, survey results also gauged post-graduation confidence and credibility:
- 77% have increased confidence in advising clients since earning their CTA
- 74% believe the CTA prepared them to effectively navigate real-world industry challenges
- 72% found their CTA has increased their credibility with clients and suppliers
The long-held gold standard in higher education for front-line travel agents, the CTA program is encouraged—and sometimes required—by agencies and suppliers alike as its graduates consistently demonstrate better results—knowing more, producing more and doing so more efficiently than those who have not been through the program. “I’ve been doing this a long time and still, I doubled my sales after going through the CTA course,” shared Linda Luizza, CTA, Treasures in Travel, a 10-year industry veteran before earning her CTA credentials in 2020.
For longtime board member Jackie Friedman, CTIE, president, Nexion Travel Group, The Travel Institute continues to fill an important gap despite a myriad of options for agent learning. “There are a lot of training programs that are complimentary to certification but they are not competition for it. There is no doubt certification makes agents better at what they do and that it is their pathway to success,” she explained, honored to be part of The Travel Institute’s story over the years as a student, a partner organization, and a board member.
In 2024, the CTA’s value was further recognized with a much-coveted Gold Magellan Award as “a standout amongst hundreds of entries.” Benefiting more than just agents, quality industry education also benefits suppliers who experience better bottom-line results when advisors effectively represent and sell their products, as well as consumers with travel agent demand on the rise.
Checking in with Vicki Freed, CTC, Royal Caribbean International, she maintains, “I believe certification is one of the absolute best ways to promote YOUR professionalism every single day of the year. Having those three little letters after your name is no small thing. It shows to your current and future clients that you’re invested in yourself, in your brand, and in your expertise.”
The 2025 CTA Graduate Insights survey complements The Travel Institute’s broader industry survey, The Changing Face of Travel Agents, conducted in 2008, 2018 and 2023 to survey agents from throughout the industry to provide broad industry-wide perspective for travel professionals; to benchmark aspects of the agent role; and to compare success for The Travel Institute’s certified graduates to their non-certified counterparts. The Travel Institute has more than 31,000 certified graduates in its rich history, including those who have earned their CTA®, CTC® and CTIE®, and nearly 2500 CTAs since 2020.
“This new CTA self-audit further emphasizes the critical correlation between quality education and success. It’s clear the CTA specifically is making a measurable difference for those who put in the work to achieve it,” asserted Diane Petras, CTIE, president of The Travel Institute. Planning to conduct the CTA Graduate Insights survey at regular intervals now, Botelho emphasized the recent survey’s responses will be further evaluated to identify potential program improvements. “We are taking every bit of feedback seriously and doing everything in our power to ensure we maximize the program’s value for our students and for the industry.”
The Travel Institute relies on individuals and organizations to support its work to create relevant, meaningful, rigorous and affordable coursework for agents at all career stages. Donate funding, share your expertise with students, or learn more about sponsorships in support of agent, traveler, and industry success.
SURVEY METHODOLOGY
The CTA® Graduate Insights survey results are based on anonymous responses from nearly 200 North American-based travel professionals to an online survey, conducted in Q1 2025 by The Travel Institute. Respondents include owners/managers, frontline retail agents as well as corporate/meeting/incentive agents with responses solicited through an email to more than 2100 recent CTA graduates completing their CTA between 2016 and 2023.
ABOUT THE CTA®
With more than 30,000 graduates across The Travel Institute’s flagship, 3-tier certification program, its Certified Travel Associate, or CTA®, is its most popular with nearly 2500 CTA graduates since just 2020. Recommended for agents with 12+ months experience, students benefit from increased knowledge, enhanced business skills and boosted confidence. Created in 1997 by The Travel Institute to provide affordable, quality education for frontline agents, the CTA is the industry’s long-standing gold standard with graduates consistently reporting greater earnings and job satisfaction over their counterparts. Curriculum is regularly revised based on marketplace demands, agent trends, expert input from within and outside the industry, best-practice research, and user feedback. Proctored, closed-book testing ensures CTA graduates earn credentials that demonstrate the highest standards of expertise and service. Certified graduates also benefit from supplier booking incentives, online marketing tools, and inclusion in The Travel Institute’s Certified Travel Agent DirectorySM, a free, consumer-facing directory for travelers seeking a professional, credentialed agent. Currently in its 10th edition, the CTA self-paced, online learning experience is augmented with real-world applications, expert tips and insights while coaches and online peer groups provide additional support and critical context, enabling a graduation rate higher than the national college average. Graduates must also earn a minimum of 10 Continuing Education Units, or CEUs, annually to ensure that their travel-industry knowledge is up-to-date and to maintain their certification.
ABOUT THE TRAVEL INSTITUTE
A collaborative industry effort created in 1964, The Travel Institute has continuously evolved to maintain its role as the global leader and industry’s recognized gold standard in travel industry education and certification. Dedicated solely to advancing the professionalism of both agents and industry leaders in support of individual and industry success, The Travel Institute is a 501(c)(3) non-profit, independent organization operating exclusively for educational purposes to meet the ever-changing needs of travel agents. Working with leaders throughout the industry to create and deliver relevant and rigorous coursework and proctored, closed-book testing to ensure graduates demonstrate the highest standards of expertise and service, The Travel Institute has more than 31,000 Certified Travel Associate, CTA®; Certified Travel Counselor, CTC®; and Certified Travel Industry Executive, CTIE® graduates. It also administers the Travel Agent Proficiency, or TAP®, exam to confirm students new to the industry demonstrate a mastery of travel industry basics. Countless individuals, agency owners and managers, and educational institutions utilize The Travel Institute’s award-winning TRIPKITSM introductory program and CTA® as their learning tools of choice. A trusted partner to industry suppliers and educational institutions, The Travel Institute is also the approved provider of travel industry civilian occupation training for U.S. military and has trained hundreds of thousands through various courses, webinars, and Premium Access online library content. Throughout North America, many successful agents and high-profile leaders credit their success to coursework from The Travel Institute. Learn more.