The American Society of Travel Agents (ASTA) is set to become the American Society of Travel Advisors. However, the name change is one of several notable transitions on the horizon as part of the trade association's latest rebranding and reorganization effort.
"It's a reflection of the evolution of our industry," ASTA President and CEO, Zane Kerby told TravelPulse. "The internet came along and gave consumers direct access to suppliers so in some ways it reduced the need for a travel agent but it actually increased the need for a travel advisor."
Last year, ASTA began a research study with a dozen focus groups around the country and 3,000 online consumers to test various descriptors such as "agent," advisor," "planner," "professional" and "consultant" to find out what each evoked in travel consumers.
"Travel advisor shot to the top in terms of what consumers think and feel they need. They need the advice and the advisory services," added Kerby.
The reorganization effort will also see the society's National Association of Career Travel Agents (NACTA) subsidiary become the ASTA Small Business Network.
"The primary benefits that will accrue to NACTA members as they are rebranded as ASTA Small Business Network members is that they're all going to be plugged into ASTA's agent-finding tool, TravelSense.org," said Kerby. "We have 60,000 people a month visiting TravelSense. A lot of five- and six-figure business originates from the tool."
ASTA is also in the process of enhancing the website. "We've made a couple of sizable investments thus far this year, including a new chat feature that will be unveiled at the convention," Kerby said. "When advisors wake up in the morning, log into TravelSense and make themselves available, any consumers looking for a travel advisor will be able to chat with them through the feature."
Meanwhile, bringing NACTA members closer under the ASTA banner will also boost the organization's lobbying presence.
"Whenever we need members to go to a State House in Maryland or Wisconsin and fight a particular hotel occupancy tax or represent ASTA locally as we fight things in the halls of Congress it'll broaden that network of people who are available to lobby on our behalf," added Kerby.
The formal launch and unveiling of new logos will take place at this month's ASTA Global Convention in Washington, D.C. August 21-23, where ASTA will also introduce a major consumer awareness campaign. Kerby said the organization is working with a Virginia-based public relations firm to assist with the latest rollout.
"We are taking this opportunity to reintroduce travel advisors to the traveling public."
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