Travel agents are more likely to be “purpose-oriented” compared to other sectors, according to new research.

Just over 70% of agents around the world believe booking socially responsible travel is fulfilling; sustainable tourism can be a source of positive social change; and their work as a travel agent makes the world a better place.

The figure rises to 80% for agents identifying as adventure specialists.

In the UK, 70% of agents and 74% of UK adventure specialists identify as being purpose-oriented.

In other industries only 64% of people said they were purpose-driven.

The results from the State of Purpose in the Travel Industry survey, which looked at what motivates travel agents, were revealed at World Travel Market today by tour operator G Adventures.

The operator surveyed 3,600 agents globally and found 91% of travel agents who are engaged in ‘purpose’ are 30% more satisfied with their job than agents who are not. In the UK, the figure is 98%.

Founder and social entrepreneur Bruce Poon Tip revealed presented the results during his keynote speech ‘Finding Passion, Purpose and Happiness’ at the event.

Speaking to Travel Weekly beforehand, Poon Tip said: “Nobody goes into travel to get rich. They get into it because they are passionate.

“Millennials are not easy to attract to your business and they are hard to keep so you have to focus on your purpose as a business. People no longer buy from brands – they buy from people.”

He also said the rise of experiential travel was not a “fad” but it would continue to be a niche sector.

The Travel Weekly team is reporting extensively from this year’s World Travel Market, stay up to date on our live blog and  event microsite