In a landmark shift, the world’s largest and most influential travel trade association, the American Society of Travel Agents, has confirmed it will ditch the term “travel agent” altogether and replace it with a new term.
The American Society of Travel Agents (ASTA) was founded in 1931 under the title American Steamship and Tourist Agents’ Association, back in the days when air travel was in its infancy. ASTA switched to its current name in the late 1940s, a decision that popularised the term “travel agent” around the world, though the term was first used in 1925.
ASTA members now represent 80% of all travel sold in the US through the travel agency distribution channel. Together with hundreds of internationally based members, ASTA claims to be “the leading global advocate for travel agents, the travel industry and the travelling public”.
Alliances like the Australian Federation of Travel Agents (AFTA, founded in 1957) and the Association of British Travel Agents (ABTA, founded in 1950) follow similar lines and have similar names.
Now, however, travel agents are about to disappear – from ASTA’s name, anyway.
ASTA is changing its name to the “American Society of Travel Advisors” – which will keep the acronym ASTA intact. The formal announcement will be made at the ASTA Global Convention next week at the Hilton in Washington DC.
ASTA’s reasons go like this: “Travel agents are not just booking agents anymore. We’ve become trusted advisors – akin to financial advisors and CPAs – who make the overall travel experience better and get leisure and business travellers maximum value for their travel dollar.
“What’s more exciting is that the consumer media and, more importantly, the travelling public is embracing this shift from agent to advisor. We are embracing it as well and will be announcing a name change and launching a rebranding campaign at the Global Convention.”
(CPAs are Certified Public Accountants or Certified Practising Accountants.)
A travel magazine from the year ASTA was founded, 1931
Will AFTA and ABTA (among others) follow the ASTA lead? Will travel agents turn into travel advisors (sometimes spelled advisers)?
ASTA will bring its subsidiary, the National Association of Career Travel Agents (NACTA) under the ASTA banner as the “ASTA Small Business Network” (thus getting rid of the term “travel agents” from that too) and will launch a major consumer awareness campaign in the US.
ASTA adds: “While our name is changing, ASTA’s mission to promote and defend the agency and advisor community isn’t, nor is our world-class suite of member benefits.”
Judging by that statement, the word “agency” is still OK.
Written by Peter Needham
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