The Travel Institute’s New Course Boosts Business Expertise for Changing Industry

Agency Owners and Independent Contractors need to be ‘Business Owners First’

 

FRAMINGHAM, MA, April 7, 2025 – The Travel Institute has completely revamped its Travel Agency Business Planning course with new, tangible, targeted curriculum throughout to support both new and experienced travel agency owners, including independent contractors, in enhancing their business model with both a solid business foundation and strategic framework for growth.

 

With the most recent updates inspired by the ongoing industry shift of just 29% of agents operating as ICs in 2008 to 71% in 2023, Guida Botelho, CTIE, senior director of education for The Travel Institute, emphasized industry success today, more than ever, depends on business know-how first.

 

“This course is about ICs and agency owners being business owners first and travel experts second,” Botelho said, explaining those who dismiss the value of having a strong business foundation and operations knowledge leave themselves vulnerable to significant business issues over time. “Being a great advisor is critical, of course, but it is second to being a great business professional. This course gives travel experts the guidance they need to develop a business framework that includes marketing, operations, technology gaps, government regulations and other everyday business challenges,” she continued.

 

Ideal for North American travel professionals looking to grow their business, the course utilizes interactive exercises and templates as students work through a detailed framework for building a solid operational foundation, performing a critical gap analysis, and creating a long-term roadmap for success. Lessons include measurable goal setting; sales and marketing planning and analysis; financial projections, budgeting and forecasting; risk management considerations; payment and customer relationship management tools; forms and processes to support business; and more. Students also engage with multi-media content and apply their new-found knowledge through hands-on exercises and business case evaluations to identify their competitive edge, target the right customers and implement actionable strategies for success. 

 

Similar to other new and recently revised courses from the non-profit education leader, the course also features critical key insights and professional tips sourced from experts throughout the industry. One such contributor is also the course sponsor: Sheila Folk, CEO and founder of Travel Industry Solutions, a B2B SaaS platform for travel agents. With more than 20 years of experience, Folk is a recognized industry leader frequently tapped for her insight in business processes and customer relationships. 

 

“Travel Agency Business Planning focuses on the inner workings of running a successful business, filling a critically important learning void for today’s up and coming travel business owners,” Folk explained. “Through this course, travel agency owners will gain critical context and guidance specific to operating a travel business—a must-have for serious agencies and ICs,” she asserted.

 

Botelho anticipates most students will initially work through the course content in just three hours, then taking additional time to implement their new-found learning before utilizing the course as a desktop reference ongoing. The new course is also included as a key module in The Travel Institute’s Certified Travel Counselor, CTC®, and Certified Travel Industry Executive, CTIE®, programs for mid-level industry managers and leaders, respectively. And, as with other specialist courses from the non-profit educator, Travel Agency Business Planning is available at no charge for The Travel Institute’s Premium Access online library subscribers who enjoy advance, courtesy releases of various new courses. 

 

Delivered through a best-practice e-learning platform, Travel Agency Business Planning is online and self-paced. Previously certified graduates who complete the course earn two continuing education units, or CEUs, toward maintaining their certification. Learn more and enroll at Travel Agency Business Planning.

 

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.

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 30,000 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.