Here’s a bit of news to get excited about: the role of Travel Advisor is making a massive comeback. Once thought to be on the decline, it’s now one of the fastest-growing jobs in Europe and North America, according to LinkedIn. This surge in popularity highlights a golden opportunity for the travel trade to engage, upskill, and empower a new wave of professionals.

Fast Growth Across Key Markets

LinkedIn’s latest report reveals that Travel Advisor ranks as the #1 fastest-growing job in Spain and Italy, 9th in France, and is climbing the ranks in the U.S. too. This growth signals that travellers are moving away from a purely DIY approach and seeking expert advice to craft personalised, seamless, and meaningful travel experiences.

What Does This Mean for OTT?

As the leading platform for online travel training, OTT is perfectly positioned to support this trend. Whether it’s providing training in reservation systems like Amadeus, or offering insights into niche markets, we can empower travel advisors with the tools they need to succeed.

With 82% of travel advisors in France being women, and professionals in Southern Europe embracing this role as a career of choice, there’s a clear need for continuous education, innovative solutions, and engaging content to help them thrive.

Why the Role Is Thriving

Travellers are increasingly seeking unique, tailored experiences – from under-the-radar destinations to complex itineraries that require expert knowledge. This shift has elevated the role of the travel advisor to that of a trusted consultant, someone who blends personal service with expert planning.

Professionals like Stephanie Cavazuti at Fora Travel describe the transformation:
"The old-fashioned travel agent kind of died with the internet. But now, travel consultants are much more personal and consultative."

This evolution opens up exciting opportunities for OTT partners to create impactful training courses and engage with this dynamic audience.

How Can OTT Help?

OTT connects partners with travel professionals eager to stay ahead of the curve. By hosting courses tailored to the evolving needs of travel advisors – from mastering passenger service to understanding sustainable tourism – we enable professionals to deliver exceptional service and grow their careers.

A Growing Profession with Huge Potential

The resurgence of the travel advisor isn’t just a trend; it’s a shift in the industry. LinkedIn’s findings confirm that as the demand for expertise and personalisation grows, so does the need for upskilling and innovation.

Now is the time to tap into this momentum. Let’s continue to inspire, educate, and support travel advisors as they shape the future of our industry.

Interested in learning more? Dive into LinkedIn’s full report:

• Top Growing Jobs in France (2025)
• Jobs on the Rise in Europe (2025)
• Jobs on the Rise in the U.S. (2025)