ASTA Communication Department
New Membership Category, Increased Promotion to Consumers Planned
Alexandria, VA –The American Society of Travel agents (ASTA) has set an aggressive agenda to promote and defend the travel agent community in general—and ASTA members in particular—in 2016. This includes everything from a new membership category for Independent Advisor to increased grassroots organizing to a direct injection of marketing dollars from U.S.-based chapters for consumer awareness.
In mid-2016 ASTA will create a new Independent Advisor (IC) membership category of $199 per year for ICs who are affiliated with an ASTA Premium Agency Member and who sign a two-year agreement, or who are already a National Association of Career Travel agents (NACTA) member. "For the past two years ASTA's large consortia members have been showing an enhanced commitment to the association by subsidizing and mandating membership. We believe a tiered membership structure is the best way for members to pay according to their ability based on sales, and the new IC category is another way to help those agents who want to join ASTA to do so," said President and CEO Zane Kerby. Travel agents will see more details about this new membership category, which was approved by the ASTA national Board of Directors on Dec. 15, in the coming weeks.
Regarding travel agent consumer awareness efforts, ASTA's Chapter Presidents Council (CPC) has voted to allocate money from chapter funds to ASTA headquarters for projects that will promote the use of ASTA member agents. "Widely promoting trusted travel agents and the incredible work they do is one of our top priorities in 2016," said Kerby. This will include a revamped TravelSense.org consumer website that connects travelers with ASTA members. "Just last week a board member told me he made a $23,000 commission from a trip quote requested by a TravelSense.org user. This is a major member benefit we hope to enhance next year that puts money directly in ASTA members' pockets."
ASTA also has an equally impressive list of priorities to defend and promote agents on the government and industry affairs fronts in 2016. Much of that effort involves little-known skirmishes in state legislatures across the country. In 2015, for example, ASTA and its members helped save the industry $110 million per year in new taxes thanks to battles fought and won on sales and hotel tax expansion proposals in Maine, Maryland, Ohio, Virginia, Washington and Wisconsin.
On the Government and Industry Affairs agenda for 2016:
"In addition to our advocacy wins, in 2015 the traveling public was reminded that a professional travel agent is not only someone you go to when you want to book your dream trip, but is also someone essential at reducing risk, reducing stress and taking care of you when the unexpected happens," said Kerby. "As we say here at ASTA, without an agent, you're on your own."
Rebranded in 2018 as the American Society of Travel Advisors, ASTA is the leading global advocate for travel advisors, the travel industry and the traveling public. Its members represent 80 percent of all travel sold in the United States through the travel agency distribution channel. Together with hundreds of internationally-based members, ASTA’s history of industry advocacy traces back to its founding in 1931 when it launched with the mission to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism. For more information about the Society, visit ASTA.org. Consumers can connect with an ASTA travel advisor at TravelSense.org.