Travel Agent NewsASTA encourages industry to adopt 'travel adviser'.

Travel agent or travel adviser? It’s time for you to choose

By
|
Photo Credit: aleksey1977/GettyImages

In an open letter, the Society said that since it changed its name from the American Society of Travel Agents to the American Society of Travel Advisors, a number of industry groups have supported the switch.

US trade association ASTA is calling on the travel industry to join it in replacing the term "travel agent" with "travel adviser”.

In an open letter, the Society said that since it changed its name from the American Society of Travel Agents to the American Society of Travel Advisors, a number of industry groups have supported the switch.

"In order to fully realise the benefits of this change, however, it is critical that all industry stakeholders speak with one voice when it comes to describing our business," ASTA wrote. 

(Editor's note: ASTA, like many travel industry-related enterprises, uses the spelling "advisor." Travel Weekly and most other newspapers use the Associated Press spelling, "adviser.")

ASTA argued that agents "are no longer mere booking intermediaries”, instead taking on roles similar to financial advisers.

"The term 'adviser' not only more accurately describes the value our members provide to customers but also serves as a distinct declaration of who we work for: the travelling public," ASTA wrote. 

"What's more exciting is that the consumer media and, more importantly, travellers themselves are embracing this shift from agent to advisor."

The letter was signed by ASTA's president and CEO, Zane Kerby, as well as executives with ABC Global Services, American Express Travel, Hickory Global Partners, Leisure Travel Alliance, MAST Travel Network, Signature Travel Network, Travel Leaders Group, Travelsavers, Virtuoso and the Western Association of Travel Agencies. 

Source: Travel Weekly USA.


JDS Travel News JDS Viewpoints JDS Africa/MI