Just one AFTA member in 25 (4%) bothers to discuss ATAS with their clients – so AFTA has launched an industry education campaign to change that.
The Australian Federation of Travel Agents (AFTA) is pushing the results of a survey it commissioned which indicates that belonging to ATAS can influence travel-booking preferences.
The research, conducted by research agency FiftyFive5, revealed that ATAS membership influences where a consumer books – provided consumers know that an agency belongs to the scheme. Just 4% of members mention ATAS to clients.
“In the research, consumers clearly told us that they want to know when a business is accredited,” AFTA chief executive Jayson Westbury said.
“60% of all respondents said that ATAS is relevant to their travel plans and more than half of all travellers worry when a business fails to articulate their accredited status. This is in line with the calls AFTA takes on a daily basis where consumers are validating if a business is accredited or not.”
AFTA said the research also revealed 82% of overseas travellers would actively look to book with an ATAS accredited travel agent.
“34% of overseas travellers will speak to a travel agent but for various reasons not book through that agent,” Westbury said. “The research says travel agents are missing out on business by not telling the consumer they are accredited.”
“4% of members discussing ATAS is not enough,” Westbury declared. “We need everyone working together.”
AFTA has produced a short video summarising the research results and explaining why ATAS-accredited travel agents are missing out on potential business by not telling consumers about it.
“AFTA reinvests every available dollar into promoting the value of travel agents and educating the consumer about ATAS,” Westbury said.
“We are doing our bit and I’d like to encourage our extensive network of accredited members to join us in the crusade. Think how wide and deep and powerful our message would be if all 3000 travel agent locations right across Australia shared the ATAS message.
“As a result of the research findings, throughout August AFTA will be undertaking an industry wide education campaign to help ATAS agents realise the full potential of the value of being accredited and look to increase the awareness amongst travel consultants who need to talk about the scheme with their clients more often.”
Written by Peter Needham
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Never been a part of ATAS, no intention of joining and never even been asked about it by a client. If they did I would happily tell them I believe its a toothless waste of time, unlike the TCF which should never have been disbanded. Perhaps if we still had mandatory licensing, mandatory training levels and the TCF we wouldn’t even be asking this question. Replacing these three with ATAS was like asking Dubbo City Council to take over from the Australian federal government. Good intentions perhaps, but absolutely no experience in what they’re being expected to do.
Never been a part of ATAS, no intention of joining and never even been asked about it by a client. If they did I would happily tell them I believe its a toothless waste of time, unlike the TCF which should never have been disbanded. Perhaps if we still had mandatory licensing, mandatory training levels and the TCF we wouldn’t even be asking this question. Replacing these three with ATAS was like asking Dubbo City Council to take over from the Australian federal government. Good intentions perhaps, but absolutely no experience in what they’re being expected to do.
Why?
Because it means nothing.
Zero value to anyone.
And a huge scam that TCF was shut down.
Ask Barry Mayo.
Why?
Because it means nothing.
Zero value to anyone.
And a huge scam that TCF was shut down.
Ask Barry Mayo.