The American Society of Travel Agents (ASTA) recently announced that it has rebranded to the American Society of Travel Advisors and launched a new marketing campaign — “We’ll take you there”.
Announced during ASTA’s annual global convention, the move represents the first name change for the organization in almost 75 years, which from its founding in 1931 until 1944 was known as the American Steamship and Tourist agents’ Association.
According to ASTA, travel agents are not just booking agents anymore.
“They have become trusted advisors— akin to financial agents and CPAs — who make the overall travel experience better and provide leisure and business travelers maximum value for their travel dollar,” ASTA said in an announcement.
Meanwhile, while the name changed, ASTA’s mission has not. ASTA said that it will continue to promote and represent travel advisors and agencies — within the industry, to the traveling public and at all levels of government — and provide members with a world-class suite of benefits.
“ASTA’s new name more accurately describes the value our members provide to consumers and is a distinct declaration of who we work for: the traveling public,” said Zane Kerby, ASTA president and CEO. “It also reflects the renewed prominence of the travel advisor industry and of our role as a leading voice.”
ASTA’s members represent 80 percent of all travel sold in the United States through the travel agency distribution channel.