Travel counselor

What does a Travel counselor do? – Tasks and work environment

A Travel counselor works with planning, booking, and managing travel arrangements for individuals or companies. The profession involves providing personalized advice on destinations, transportation options, accommodation, and activities, as well as handling booking systems and customer service before, during, and after the trip. The work environment is often office-based but can also include work in a travel agency’s store, at a call center, or digitally remotely. A structured approach, good multitasking skills, and the ability to quickly adapt to new technical systems and changing customer needs are often required.

Salary development over time

Over the past three years, the salary of a Travel counselor has shown a stable and positive trend. In 2022, the average salary was 31,800 SEK per month, increasing to 32 500 SEK in 2023. The latest figure from 2024 shows a continued rise to 34 100 SEK, representing a total increase of approximately 7.2% over the period. This salary increase reflects a growing demand for qualified advisors in the travel industry, especially as travel recovers after the pandemic and digitalization raises new competency requirements. The salary growth has been somewhat stronger for women, which is also reflected in current figures where women generally have a slightly higher average salary than men in the profession.

Travel counselor salary – comprehensive overview

• Average salary: 34 100 SEK/month
• Lowest salary: 24,900 SEK/month (men), 30,800 SEK/month (women)
• Highest salary: 39,100 SEK/month (men), 37,100 SEK/month (women)
• Hourly wage: 205 SEK
• Women’s salary as % of men’s: 101%

Education and qualifications

The path to becoming a Travel counselor usually involves completing high school programs in commerce or tourism, followed by postgraduate studies in tourism, service, or sales. Many employers also require practical experience from the travel industry and good IT skills, especially in booking systems. Additional qualifications such as certified courses and language skills can be advantageous.

• High school education: Business and administration or Hotel and tourism programs
• Post-secondary education: Tourism, sales, or service (1–2 years)
• Certifications: Courses in booking systems (e.g., Amadeus, Galileo)
• Internship: Meritorious via trainee positions or internships during studies
• Language skills: English and preferably additional languages

Common benefits and compensations

Common benefits for Travel counselors include staff discounts on travel, bonus and commission systems linked to sales, wellness allowances, and the possibility of flexible working hours. Some employers also offer educational grants and access to favorable pension solutions.

Competition and challenges

The competition for jobs in the Travel counselor profession is moderate, especially in metropolitan areas and popular tourist destinations where demand for qualified advice is high. However, the industry is strongly affected by economic conditions and global events impacting travel, which can lead to periods of increased uncertainty. Digitalization has also changed the role, with increased requirements for technical competence and the ability to handle multiple digital platforms simultaneously. Another challenge is meeting customer expectations for personalized service and quick feedback, especially as online booking services increase in popularity.

Tips for those who want to become a Travel counselor

To succeed as a Travel counselor, it is good to combine strong service skills with good organizational ability and curiosity about the world. Being communicative and attentive helps to understand and meet customer needs, while accuracy and structure facilitate handling bookings and administration. A problem-solving attitude is valuable when unforeseen situations arise, and the ability to quickly learn new booking systems and digital tools is a clear advantage. Flexibility and stress resilience make it easier to handle peak workloads, and a genuine interest in travel provides both motivation and credibility in advising.

Key facts about Travel counselor

• Salary range: 24,900–39,100 SEK/month
• Education level: High school diploma + post-secondary education (1–2 years)
• Work environment: Office, call center, or store environment
• Women’s salary as % of men’s: 101%
• Job openings: Approximately 550 positions within the occupational group

Career paths and future prospects

After three to five years as a Travel counselor, there are opportunities to advance to roles such as team leader, corporate travel specialist, or product manager within a travel agency. Some also choose to further their education in marketing, events, or tourism development. The prognosis from the Employment Service indicates that the job market is relatively stable with continued demand for qualified advisors, especially within niche travel agencies and companies offering tailored travel packages. Digital competence and specialization in areas like business travel or sustainable tourism can provide additional career opportunities.

Frequently asked questions about Travel counselor

• What is the average salary of a Travel counselor?
  - The average salary is 34 100 SEK per month.
• How big is the difference between men's and women's salaries?
  - Women earn on average 101% of what men do in the profession.
• What education is required to become a Travel counselor?
  - High school diploma with additional studies in tourism or service, and preferably experience from the industry.
• Are there many job openings in the profession?
  - Yes, there are approximately 550 available positions within the occupational group.
• What is the highest and lowest salary for a Travel counselor?
  - The highest salary is 39,100 SEK and the lowest is 24,900 SEK per month.
• What personal qualities are important?
  - Customer service skills, flexibility, good communication skills, and stress resilience are central.
• What are the future outlooks?
  - The forecast is stable with continued demand, especially for those with digital skills.