It’s a question that will probably divide opinion, but I think it’s time to ask it – as travel agents, are we doing enough to ensure our industry is taken seriously?

Before anyone thinks this is an attack on advisors having fun, it absolutely isn’t.

We work incredibly hard. Travel is one of the most rewarding careers in the world, but anybody working on the frontline knows it can also be relentless. We’re salespeople, problem-solvers, counsellors – sometimes even miracle workers – all rolled into one.

Our industry has navigated terrorism, volcanic ash clouds, economic downturns, political instability and, of course, a global pandemic that effectively shut down international travel.

Yet we're still here – robust, resilient, growing.

So yes, I understand why people want to let their hair down during supplier events and on fam trips. But I’m beginning to wonder whether, somewhere along the way, we’re losing sight of an important fact: being a travel agent is a profession.

When we attend an industry event, we are also representing ourselves, our employers, our consortia, our networks and, to some extent, the wider travel sector.

That shouldn’t mean being corporate, boring or afraid to enjoy yourself. But it also doesn’t mean professionalism should disappear the second the complimentary bar opens.

When did a free bar become the main event?

We rightly campaign for consumers to recognise the value of booking with a professional agent. But if we want to be seen as professional, we need to act like it.

Increasingly, I hear conversations before events that have nothing to do with their actual content. Instead, agents are asking, “Is there a free bar?”, “How much drink is included?”, “Who’s paying?”.

Sometimes, this is harmless banter, but other times, it genuinely seems like the motivation for attending.

Steve Dunlop

On a recent educational trip, I witnessed frustration from agents because alcohol wasn’t included. The exact remarks from one person was: “We’re here to get pissed. Do I really have to do a site inspection? I just want to go to the bar.”

That stayed with me. Not because somebody wanted a drink, which is absolutely fine, but because this trip was being provided by the supplier at considerable expense. We were staying at a lovely hotel, half board, with drinks and hosted meals included.

I was taken aback by the agent’s attitude, as was the incredible BDM who hosted us. It was hard to believe they viewed this as a "drinking trip" rather than an opportunity to enhance their knowledge of the brand. Suppliers don’t have bottomless pockets, and there is nothing wrong with buying your own drinks.

All take, no give

This prompts a wider conversation about the relationship between agents and suppliers. At times, I worry corners of the industry have developed a, “What else can we get?”, mentality.

Suppliers are increasingly expected to contribute towards everything from trips to prizes. There is a business argument for this investment too, of course. Partnership marketing exists for a reason.

But partnerships have to work both ways. Every pound spent entertaining an agent is one that needs to produce some form of commercial return. The strongest relationships I’ve built in travel aren’t from seeing how much I can extract from somebody’s marketing budget. They’re based on trust.

I want us to support suppliers who genuinely support our customers and our growth. And I want those relationships to last for years.

Cotton Travel

None of this criticism is directed at one company or individual. Like many others, I've also been guilty of getting carried away at past industry events. This isn’t about pretending we’re perfect. It’s about recognising that standards matter, and that workplace expectations have evolved.

Social media has also changed everything. Even just ten years ago, somebody embarrassing themselves at an industry event might have been witnessed by 50 people in a function room. Today, it can be filmed and shared with thousands before breakfast.

And often attached to that person or image is a company. The supplier hosting the event is also brought into question. There is a ripple effect – whether we like it or not, personal behaviour is associated with the organisations we represent.

Employers have a responsibility too

I also think employers need to take some ownership. Sending a team member to an industry event, especially a multi-day one, shouldn’t be a tick-box exercise.

They are representing our businesses, and we are obliged to communicate this to them. At Cotton Travel, we’ve introduced guidance on expectations from employees attending industry events or educational trips.

The same approach should be taken whether someone works for an independent agency, a tour operator, airline, cruise line or multinational travel business. There needs to be a basic expectation around conduct.

I don't want to police people’s enjoyment, quite the opposite. I want our team to have brilliant experiences – to build friendships, enjoy a glass of wine and make memories. But they are also at work, and at that moment, they are the face of our business.

Fun and professionalism aren’t opposites

Nobody wants a travel industry where everybody is silently drinking sparkling water at an awards dinner. Part of what makes travel brilliant is the personalities within it – we are sociable and passionate, and we celebrate hard because we work hard.

But maybe we need to familiarise ourselves again with the difference between fun and unprofessionalism. There is a clear line between the two, and it’s important we don’t blur it.

At the end of the day, we already are professionals. Maybe we just need to become better at showing it.

Josh Cotton is the Founder and Owner of Cotton Travel, which was named Yorkshire's Top Travel Agency at TTG Top 50 Travel Agencies 2026.