Despite bouts of severe weather slamming Dallas, the metaphorical forecast was sunny this week as the city welcomed more than 1,500 travel advisors and suppliers to the rebranded Travel Advisor Conference (formerly the ASTA Global Convention), hosted by the American Society of Travel Advisors (ASTA).
Just hours before the event’s welcome reception on May 29 — held at host hotel Hilton Anatole — news broke that American Airlines (AA) would divert from its previous plan to withhold AAdvantage loyalty points from customers booking through travel agencies, instead pushing clients to book direct, or through the airline’s preferred New Distribution Capability [NDC] channels.
The reversal of this plan was a monumental victory for ASTA, which had been lobbying AA for months to recognize the importance of the travel agency distribution channel.
“We are grateful for the changes that have taken place,” said Erika Richter, vice president of communications for ASTA, during a press conference on May 29, crediting ASTA members in “moving the needle” when it came to AA’s decision. “I think it is a testament to the hard work of our advocacy efforts and the resources of the board allocated for this effort ... And that those efforts, along with our members,’ really made a big difference in making their voices heard.”
The association encouraged advisors to make their opposition to the practice heard through its recent “Save My Miles” campaign, a grassroots initiative that provided a toolkit for travel advisors to spread awareness on AA’s tactics. The campaign led to thousands of travel advisors — and their clients — engaging with their lawmakers.
During the conference’s opening general session, ASTA projected this image onto the main stage screen, signifying ASTA’s David Vs. Goliath victory over American Airlines.
Credit: 2024 Emma WeissmannRichter said the campaign had the highest engagement the association has ever seen with a grassroots initiative.
“This is what grassroots action looks like,” she said. “This is what trade associations are for. And this benefits all ticketing agents, not just ASTA members … this news that comes out of this conference in Dallas couldn't be more appropriate. I would hope that the takeaway here is that all travel agents who issue here to get should be members of ASTA, because this was an extraordinary effort."
This is what grassroots action looks like. This is what trade associations are for.
The Rebranded Travel Advisor Conference: Advocacy, Education and Engagement
While ASTA’s advocacy efforts were front and center during the three-day conference, the push for travel advisor education was also a main focus this year. Formerly called the ASTA Global Convention, the conference was rebranded for 2024 to include three different educational tracks for travel advisor attendees, tailored to each advisor’s experience in the industry and on individual business needs: Cultivate, Accelerate and Innovate.
Travel Advisor Conference attendees at ASTA Jubilee, one component of the larger event
Credit: 2024 ASTAIn addition to education sessions offered via each track, the sold-out event, which drew twice as many travel advisors as last year’s event in San Juan, Puerto, Rico, featured one of ASTA’s largest tradeshows, with more than 200 supplier partners. Attendees also mingled during nighttime receptions. An all-star lineup of speakers took the general session stage, including tennis superstar Venus Williams and former FBI negotiator Chris Voss.
After last year’s Global Convention in San Juan, Puerto Rico, Kerby said he and ASTA Chair, Nexion Travel Group’s Jackie Friedman, put their heads together to figure out how they could expand the educational opportunities provided during the conference.
Part of this comes in the form of enhancing the association’s Verified Travel Advisor (VTA) program, which was originally launched by ASTA in 2017. More than 70 advisors were given the opportunity to earn their VTA certification during the conference. The curriculum includes four core classes on ethics, legal issues and regulatory compliance — and advisors must also have a proven sales record (either a minimum of two years of uninterrupted experience and an annual sales volume of $500,000 for at least one of the last two years, or at least five years of experience and an annual sales volume of $250,000 in each of those years). Graduates have to re-certify every two years.
“[The VTA program] is an extremely important piece of our present and our future,” Kerby said. “There is no sort of industry-wide certification that's widely recognized by consumers. And earlier this year, the Board of Directors voted to take some six-figure reserves and put new resources into the Verified Travel Advisor program."
Part of this initiative also includes a new consumer-facing online tool and directory that allows potential clients to find an ASTA Verified Travel Advisor.
It takes more time and licensing to cut hair than it does to collect hundreds of thousands of dollars [selling] travel.
“It takes more time and licensing to cut hair than it does to collect hundreds of thousands of dollars [selling] travel,” Kerby said. “However, since 2017, when we launched the Verified Travel Advisor campaign, we’ve never fielded a single complaint against a verified travel advisor. That’s why we’re expanding and enhancing our certification program.”
Friedman added that she had three goals when she became Chair of ASTA’s Board of Directors last year: Acquire, engage and retain.
“The ASTA team is second to none,” she said. “And for the first time in a long time, I really feel like we're all on the same page, marching toward a common goal. Acquisition of members is critical. But even more critical is to engage them once they're once they're part of the association. We have to do that well, so that we can achieve my third goal, which is to retain ... all of those things are underway and are in progress. And I couldn't be prouder."
Kerby praised the travel advisors at the conference for believing in ASTA’s work and mission, and highlighted the importance of ASTA membership for travel advisors across the country.
“That’s why every single travel travel advisor should be a member of this trade association because together we can — and we do — affect change,” he said. “There are no shortage of threats and battles. We are going to win some, we are going to lose some, but the more we stick together, the more we can accomplish.”
Travel Advisor Conference Heads to Salt Lake City in 2025
Registration for ASTA's 2025 conference, taking place in Salt Lake City from May 20-22, is now open.
