Browse E-Library Content By Topic

Marketing/Branding

While every effort has been made to ensure the accuracy of the information contained in ASTA White Papers as of the date of their publication, please be advised that some content contained therein may be outdated or otherwise inaccurate at the present time. Accordingly, ASTA makes no representation regarding the timeliness of all of the information accessible here. Members having questions regarding the current state of a White Paper topic may wish to contact ASTA to obtain the most up-to-date information.

The Cultural and Heritage Traveler – Understanding their destination and spending choices — April 10, 2017
Approximately 42 million cultural and heritage travelers will take a trip in the next 12 months. The research shows that awareness of the term cultural and heritage traveler has increased substantially as has spending.

Gain a Marketing Advantage Through Promoting Sustainable Travel — April 6, 2017
The marketing advantage of the sustainable travel niche is the growing desire of consumers to “do well” while vacationing and traveling.

The Value of Travel Agents — April 6, 2017
Who uses travel agents, who wants to use travel agents and how to market to both. ASTA’s Value of Travel Agents study surveyed over 8,000 U.S. Travelers and found out who uses travel agents and who does not. But more importantly it found that non-users were interested in using a travel agent.

Regulatory Compliance for Travel Agency Professionals — April 6, 2017
Travel agencies of various sizes have been assessed civil penalties ranging from $20,000 to $125,000, and on day two of 2014 DOT levied a $95,000 fine on a single agency. This video will delve deeply into the nuances and key compliance issues of the principal federal consumer protection rules and policies.

Understanding Business Travelers Who Use Travel Agents, Those Who Don’t and Those Who Plan to in the Future — April 6, 2017
Our “Value of Travel Agents” consumer study surveyed business travelers about their travel usage and their experience using agents. This video goes in-depth on the results from the business traveler segment of the study.

Consumer and Agency Trends for International Members — April 5, 2017
Review the latest data on inbound/outbound travel, world travel trends and agency trends that affect international tourism.

Alaska Railroad for the “Inside Track:” what’s new in 2015 — April 5, 2017
Heather Dudick, Alaska Railroad’s Passenger Sales Manager, presents the Inside Track Alaska Rail Specialist: your ticket to learning about the many ways your clients can explore Alaska by rail, and greater commissions for you.

ICELAND - a Trending Destination — April 4, 2017
Planning a trip to a new and unknown destination can be tricky and time consuming. Iceland is no exception. Iceland has had a 20% tourism growth per year for the last 5 years. This video covers all the reasons why.

Video Library — May 17, 2016

Step-by-Step Advertising Reference Guide — January 29, 2016
As you plan your campaign, here is a simple checklist to help you every step of the way.

ASTA's Own Green Program — January 21, 2016
ASTA believes that through our membership and staff we can “change the world” for the better. We have developed the ASTA Green Program to facilitate the understanding and use of green travel options in our industry as well as assist our members in “greening” their own operations.

Leisure Sales Course - Chapter Two: Consulting Skills — October 26, 2015
There is definitely a skill to consulting and, just like sales, there are very specific techniques and approaches. There are many courses, books and workshops available to teach you consulting techniques. Unfortunately, there are relatively few resources available specifically for the travel industry.

Sales and Marketing Course: Instructions — October 14, 2014
Using this course is easy! It is designed to be an online course consisting of onscreen text, a complete printable version in PDF format, and various video clips. To navigate around the course just follow the instructions.

Messaging for Targeted Marketing to Consumers — June 27, 2014
ASTA’s 2014 consumer research, “Value of Travel Agents”, has given travel agents a wealth of information on travel agents users, non-users and potential users. This video takes that information and boil it down to key messaging you can use to reach your current customers and potential new customers.

2013 ASTA Niche Markets Report — June 3, 2014
Access to online outlets and social media has increased the number of agents and agencies that can market their niche expertise. 73 percent of ASTA agencies report that they have expertise in at least one niche market.

Sponsorship of ASTA's Green Program — March 5, 2013
An opportunity to take a leadership position on an important world issue as well as take advantage of ASTA's resources to help you develop your own internal green operations.

ASTA's Green - Program — September 28, 2012
ASTA believes that the travel industry can help “change the world” for the better. ASTA’s Green Program is designed to facilitate the understanding and use of green travel options as well as assisting ASTA members in “greening” their own operations.

Google Granny on Google Docs — November 12, 2009
An eye opening introduction to Google Docs, a powerful, FREE group of applications available through Google, presented by Carol Fullmer, AKA Google Granny

Webinar - The Nuts and Bolts of Agency Acquisitions — July 17, 2009
The seminar is intended for ASTA agency owners thinking of selling their agencies or growing by buying other agencies.

Dealing with Debit Memos — June 16, 2009
A topic that affects every agent, Debit Memos can not only have a short-term financial impact on your business, but can also affect your long-term relationship with individual airlines as well as ARC.

Webinar - ASTA Government Affairs Activities — June 16, 2009
Join us, as Paul Ruden, Senior Vice President of Legal & Industry Affairs, covers the range of activities that have been taking place in your association during 2008 and preview what is coming ahead.

Webinar - 2009 Government Regulations That Travel Agents MUST Know — June 16, 2009
Review the Secure Flight and Electronic System for Travel Authorization (ESTA) programs and find out how these programs will impact you and your customers.

What Every Businessperson Should Know About BRANDING — May 22, 2009
Managing a travel agency is not always easy, but there are external resources, this video addresses how SCORE, a nonprofit organization offering free business assistance to small business, that can help you along the way.

Leisure Sales Course - Chapter Five: Make It Happen! — May 11, 2009
Now you have ten fun tips and a helpful approach to building your consulting skills. You might want to try one or you might want to try them all. If you just don’t have the time or interest to give them all test drive then put your efforts where you will get the most bang for the buck. It’s pretty clear that most travel agencies could improve their advice dispensing skills so the chapter on consulting could just for you.

Leisure Sales Course - Chapter Four: Leisure for Corporate Agencies — May 11, 2009
Obviously, most if not all of the tips in the previous chapter can work for corporate agencies as well. There are however some things that every corporate agency should know when it comes to developing more leisure business. A recent FPTS survey found that approximately 83% of business travelers said that they purchase their personal or leisure travel from a DIFFERENT agency than the one that handles their corporate travel!

Leisure Sales Course - Chapter Three: Leisure Boosters — May 11, 2009
While there are an infinite number of great ideas that could help increase your leisure sales we obviously had to make some choices! In addition to the now obvious tip of mastering the art of consulting as presented in the previous chapter you’ll also find some ideas below that nearly anyone can implement. Just remember, these ideas may cause the phone to ring or the email inquiries to fill your inbox, but you’ll still have to close the sale. If you can really apply the techniques from the previous chapter, you’ll see that happen with increasing frequency.

Travel Agency Consultancy Fee Course - Chapter 3: Statistics and Research — April 6, 2009
Chapter 3 - There are numerous studies and surveys within the industry regarding fees available from ASTA and other sources. For the purposes of this course we will examine some of the most important findings and those that directly relate to the other subject matter in the course.

Travel Agency Consultancy Fee Course - Chapter 2: Fees Advantages and Challenges — April 6, 2009
Chapter 2 - Statistically, revenue from commission sources alone has decreased over the years while revenue from fees has increased. It would seem then that an increasing number of agents are adopting fees in one form or another.

Travel Agency Consultancy Fee Course - Chapter 7: Using The Included Spreadsheet — April 6, 2009
Chapter 7 - A spreadsheet has been included with this course (courtesy of Future Proof Travel Solutions) to assist you with the basic calculations needed to determine your costs per transaction by product type. You will need Microsoft Excel ™ or a compatible program to use the spreadsheet although you need only possess very basic spreadsheet skills. Instructions will be provided as you are guided through the process that follows.

Travel Agency Consultancy Fee Course - Chapter 8: Value Proposition: Skills and Service — April 6, 2009
Chapter 8 -One of the most essential and fundamental business concepts is that of the value proposition. Your value proposition is basically the answer to the question: “what I am getting for my money?” Of course your clients are getting a cruise or a tour or an airline ticket, but those are all from a supplier. What are they getting from YOU? If a client is paying YOU a fee, they will logically expect to get something from YOU for the fees paid to YOU. What is THAT value proposition?

Travel Agency Consultancy Fee Course - Chapter 9: Front Line Agent Challenges — April 6, 2009
Chapter 9 -The challenges with fees faced by frontline travel agents are real. With potentially years of practice and habits (good and bad) developed selling travel without fees, there can be a legacy to overcome. Also, there is a tremendous responsibility placed upon the shoulders of frontline agents. They are personally responsible for the delivery of the value for which fees are designed. The burden of that responsibility is not taken lightly and it is with great respect and admiration that this chapter is offered.

Travel Agency Consultancy Fee Course - Chapter 10: Marketing Fees — April 6, 2009
Chapter 10 - Marketing is an important topic whether one is referring to fees or not. Marketing is often misunderstood to be primarily about advertising. Advertising is a significant aspect of marketing but it is only one of many tactical efforts in an overall marketing strategy to promote your business and your fees.

Travel Agency Consultancy Fee Course - Chapter 4: Fee Models and Fee-Based Services — April 6, 2009
Chapter 4 - Fee Models and Fee-Based Services - There are some fee programs that are now somewhat standard in the industry. For example, nearly all agencies charge some sort of fee for airline tickets. Most also charge a refund, exchange or cancellation fee. These types of fees are not only common but are generally accepted as the norm among consumers and travel agents alike.

Travel Agency Consultancy Fee Course - Chapter 5: Corporate Travel and Fees — April 6, 2009
Chapter 5 - Corporate Travel and Fees - Corporate travel agencies were among the first to adopt fees, some even before the days of reduced and zero commission. So-called “management fee contracts” became very popular in the 1980’s and involved returning some or all airline commissions to the client in exchange for a fee per transaction or even a flat fee per month, quarter or year.

Travel Agency Consultancy Fee Course - Chapter 12: Fees Implementation Plan — April 6, 2009
Very few agencies go from “no fees” to “fee-for all” overnight. Even if you are completely committed to the idea of fees for your agency it is wise to think it all through and plan the implementation. There are plenty of issues to be considered in a fees implementation plan. Your agency’s unique combination of clientele, agent skills, agent “buy-in”, competition and more all impact the potential success of your fees programs.

Search Engine Optimization 101 for Travel Agents Part 2 — February 20, 2009
What is Search Engine Optimization and why should you care? A practical look at SEO (Search Engine Optimization) for those unfamiliar with the subject. Join Anne Parnell, ASTA's webmaster, as she covers dozens of areas that will help consumers find your web site online. This presentation is for beginners.

Webinar - Top 10 Ways to Make Your Site a Consumer Magnet — February 20, 2009
So you've hopped on the technology train and launched your own travel Web site. What do you do when no one's coming to your site, or traffic is coming in at a turtle's pace? Today's technology age has swept across every imaginable industry. More consumers are shopping online. They're looking at product reviews, selling and trading, comparing prices and much more with a few mouse clicks. The travel business is no different. In order to keep consumers coming to your site, there are several things you need to make your site sticky.

Search Engine Optimization 101 for Travel Agents — February 20, 2009
What is Search Engine Optimization and why should you care? A practical look at SEO (Search Engine Optimization) for those unfamiliar with the subject. Join Anne Parnell, ASTA's webmaster, as she covers dozens of areas that will help consumers find your web site online. This presentation is for beginners.

Web Marketing Toolbox: 10 Ways to Turn Your Web Site into a Consumer Magnet — December 18, 2008
You don’t have to be a technology pro to comprehend search engines. You probably realize that they can help or even hurt your chances of being found in popular search sites. You can put the marketing power back in your own hands by gaining a basic understanding of how search engines are designed to read and rank your Web site. In this essential Web marketing guide, learn the simplest ways you can boost your Web site and become a magnet for new business.

Home-Based Agents: Get More from Low-Cost Web Marketing Resources — December 9, 2008
If you know where to look, there is a rich variety of resources out there that can simplify the workload for home-based travel agents like you. Working from home comes with a lot of perks, but also more responsibility for finding your own clients and building your business brand in a competitive market. With ASTA’s guide for home-based agents, you can learn about some of the Internet tools that can help you promote your business and manage your daily tasks with even more ease.

Home-Based Agent Guide: Must-Have Marketing Tools and Tactics — October 3, 2008
This guide is perfect for every home-based travel agent, whether you’re just starting out or want to find new and improved ways to do business. Take the first step by learning about the essential marketing strategies and technology tools that will increase your productivity and attract more consumers.

Reputation Management: How to Manage Your Reputation Online — August 18, 2008
If you've ever Googled your name, you know how important managing your reputation online can be. Each day, thousands of individuals are searching online for information about others simply by searching on Google or other leading search engines. With information being so readily available, managing your reputation is more important than ever.

ASTA Guide to Selling Tours — June 13, 2007
Covering the three benefits of selling travel insurance - customer protection, agency protection and increased revenue - this guide will help you set up a travel insurance sales program.


While every effort has been made to ensure the accuracy of the information contained in ASTA White Papers as of the date of their publication, please be advised that some content contained therein may be outdated or otherwise inaccurate at the present time. Accordingly, ASTA makes no representation regarding the timeliness of all of the information accessible here. Members having questions regarding the current state of a White Paper topic may wish to contact ASTA to obtain the most up-to-date information.

SHAREPRINT

ASTA Destination Expo 2018 Athens
ASTA - American Society of Travel Agents
675 N Washington St, Ste 490
Alexandria, VA 22314 U.S.A.