Nearly 1000 travel industry professionals spent May 2-4 in San Juan, Puerto Rico for the annual ASTA Global Convention, many arriving early or staying longer to make the most of their trip. More than 500 of these attendees were travel advisors.
Throughout the week, both new and veteran advisors absorbed information, networked with new suppliers and strengthened existing industry relationships. On the agenda were unique education sessions, learning luncheons, a trade show and plenty of entertainment, among other inclusions.
ASTA President and CEO Zane Kerby stressed the importance of attending this event each year, as there is always something new to learn when advisors are among their peers.
“There’s so much to be gleaned, from meeting with your peers, from meeting with your suppliers, understanding what’s going on in destinations, from understanding what’s going on in the technology world and how that’s affecting what goes on with the industry,” Kerby said.
Attendees networking at the ASTA Global Convention. (photo via ASTA)
Here are some of the top takeaways from the convention.
Education for All Levels
Although some might think otherwise, according to Eben Peck, executive vice president, advocacy at ASTA, the industry’s outlook is strong, and recent research supports this.
“In the ten years prior to COVID, so 2009 to 2019, the total revenue of travel agencies in the United States tripled in size from $10 billion to $30 billion,” Peck said during a press conference, adding that the Bureau of Labor Statistics is now projecting 20 percent growth in travel advisor jobs over the next ten years.
“This is not a dying industry. This is a vibrant industry that is growing, and people should want to join it,” Peck added.
New, veteran and potential travel advisors are all important to this industry, and while ASTA’s Global Convention offers a vast array of educational sessions, the organization has also focused on expanding its educational offerings available to travel advisors throughout the year.
This includes a free PDF on the overview of becoming a travel advisor for those interested in joining the industry, a Roadmap to Becoming a Travel Advisor Course (which costs $199 and includes a one-year ASTA membership) and several other new training modules with topics focusing on becoming a corporate travel advisor and learning about host agency opportunities, among others.
Dr. Terika L. Haynes received 2023 ASTA Travel Advisor of the Year. (photo via ASTA)
Attending the ASTA Global Convention is a great way to learn more about everything this organization has to offer. “New advisors can gain new industry knowledge, new connections, and learn more about ASTA and the opportunities to become more active within the organization,” said Dr. Terika L. Haynes, CEO and Founder of Dynamite Travel, who was also named 2023 ASTA Travel Advisor of the Year.
It’s Time To Embrace Evolving Technology
According to Haynes, attending this conference each year “will help to ensure that you are up to date on what’s going on in the travel industry along with the latest consumer and technology trends,” and technology was a hot topic throughout the week.
Conversations about artificial intelligence were prevalent among travel advisors and suppliers during the conference, and Kerby addressed the topic in a general session encouraging advisors to embrace the powerful tool but also remember that nothing compares to the expertise of a travel advisor.
Sam Hilgendorf, chief information officer at Fox World Travel, led an education session titled “Revolutionizing the Travel Industry: The Impact of ChatGPT.” It led travel advisors through ideas on how AI technology can help with repetitive tasks, creating content and assisting with the overall travel planning experience.
Advisors and suppliers networking at the trade show. (photo via ASTA)
Communication Is Key
Another prevalent topic throughout the week was communication, which has always been a key component for travel advisors. Educational sessions included topics on how to effectively deliver bad news to clients, how to communicate anything to anyone and techniques for addressing a client’s motivator.
A large portion of communication from travel advisors comes from the content they create, and ASTA had several sessions to help in this department. “How to Create Killer Content that Sells” and “Better Blogging & Tools to Help You Grow Your Agency’s Online Presence” were two options.
Possibly one of the most important sessions was “From Local to Global: Why Diversity Matters in the Travel Industry.” This educational session pointed out that the world is becoming increasingly connected, and it’s important to help build stronger connections with people around the globe. This includes having a diverse clientele and working with suppliers putting importance on diversity and inclusion.
Attendees at the welcome event. (photo via ASTA)
For the 2023 ASTA Travel Advisor of the Year, this has always been an important part of the job, and winning the award encourages her to continue her work.
Receiving the award “is motivation for me to continue to work to educate, serve, and inspire the masses to explore the world,” Haynes said. “It also charges me to use my platform to bring more representation to BIPOC and LGBTQ+ travelers. This award is now a part of my legacy that I hope to continue to build upon.”
New Executive Committee
Expanding ASTA membership to 20,000 members by 2025, or the 20 by 25 initiative, was a goal set forth by Marc Casto, President, Leisure Americas, Flight Centre Travel Group, during his time as chair for the ASTA Board of Directors – and the organization is well on track to achieve this goal.
As Jackie Friedman, President, Nexion Travel Group, takes over this position, her focus is “acquire, engage, retain.”
“It’s an incredible honor to be the new chair for the ASTA Board of Directors,” said Friedman. “My sincere thanks go to Marc Casto for his leadership over the past two terms, and I am excited to work with this tremendous group of travel professionals.”
In addition to Friedman as chair, the Executive Committee of the 2023-2024 ASTA Board of Directors includes the following:
- Vice Chair/Secretary – Lee Thomas, COO, ALTOUR; President, Business Travel & The Travel Authority
- Treasurer – Kelly Bergin, CEO, Duglin Travel Group
- Corporate Advisory Council (CAC) Chair – Kathy Bedell, SVP, BCD Travel
General session. (photo via ASTA)
Travel advisors departed Puerto Rico with a wealth of new knowledge, new partnerships and new energy and ideas to incorporate into their businesses to hold them over until next year’s event.
“The ASTA Global Convention is a great way to network and connect with other travel advisors and travel professionals. Therefore, attending each year will give you the chance to not only meet new people, but also reconnect with your existing contacts,” Haynes said, adding that “attending the convention also shows your support to ASTA which we should all do as travel advisors because the organization always works so hard to advocate for us.”
The 2024 ASTA Global Convention will be held May 29-31 in Dallas, Texas. To learn more about ASTA’s upcoming meetings and events, click here.
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