Whether it’s to network with other travel industry professionals, meet with suppliers or attend educational workshops — or all of the above — advisors continue to attend the American Society of Travel Advisors’ annual conference. This year, the event is taking place in Dallas, TX from May 29 – 31, 2024.
To learn more about what’s in store for attendees, we caught up with Meagan Norton, manager, communications at ASTA. Read on to learn more about what to expect this year.
Q: What is the reasoning behind changing the name from ASTA Global Convention to The ASTA Travel Advisor Conference?
A: We assessed our annual event and recognized that a concentrated emphasis on business skills and growth would bring substantial value to our members and the industry at large.
The new name, "The ASTA Travel Advisor Conference," has been chosen to explicitly convey the conference's target audience and underscore our dedication to professional development across all experience levels.
This rebranding aims to distinguish our conference by offering unique perspectives and training opportunities not found in other industry events. Participating advisors, whether new to the industry or having worked in the travel business for 30+ years, can anticipate a transformative experience that equips them with the insights and expertise needed to thrive in their roles and take their travel agencies to new heights.
Q: Is the conference going to be structured differently this year? What familiar aspects will advisors see, and are there any new features to look forward to?
A: We've undertaken a comprehensive overhaul of our conference structure this year to ensure that advisors not only maximize, but thoroughly enjoy their experience!
To cater to the diverse needs of advisors, we've introduced specialized "tracks" focusing on "Cultivating," "Accelerating" and "Innovating" within the travel business. These tracks are thoughtfully curated for new entrants, existing advisors and seasoned leaders alike. In response to popular demand, we're reintroducing early-riser educational opportunities and repeating select courses, enabling attendees to absorb additional knowledge without missing out on any compelling sessions.
In a brand-new addition this year, alongside the popular trade show, we're introducing dedicated 1:1 appointments with travel suppliers on a separate day. This exclusive setup aims to provide a relaxed environment for travel advisors to engage with suppliers, fostering stronger relationships crucial for business growth.
While the annual Advocacy Dinner remains a highlight, we've strategically shifted it to the final night, creating a more impactful culmination of the event. To infuse even more excitement, Southwest Airlines will host a lively party at their headquarters in lieu of the mid-event dinner, and Carnival Cruise Line will kick off our opening night on Wednesday, May 29, with a spectacular carnival-themed event. Attendees can look forward to the same Young Professionals Society (YPS) Reception, but we’ll be adding to the vibrancy of our agenda by holding an independent advisor happy hour for those advisors not affiliated with a host agency to connect.
Q: Are there any specific workshops or speakers you’re especially excited about?
A: We’re thrilled to present a star-studded lineup of speakers for The Travel Advisor Conference this year!
Leading the charge is Venus Williams, the tennis legend and business entrepreneur who will serve as our keynote speaker. Williams will share invaluable business insights drawn from her entrepreneurial journey across several industries, including wellness, fashion and design. Her unique perspective as a female leader adds a compelling dimension to the conference, offering both inspiration and strategies that can be applied to the business of travel advisors.
As a testament to our commitment to providing exceptional training, we're honored to feature former FBI top negotiator and New York Times best-selling author, Chris Voss from The Black Swan Group. As a Masterclass speaker, Voss will impart essential business negotiation skills to our attendees, drawing from his rich experience in high-stakes situations.
Our lineup also includes esteemed industry leaders such as Christine Duffy, President of Carnival Cruise Line, and Chris Nassetta, President and CEO of Hilton. We've also curated a diverse range of speakers from prestigious institutions such as Harvard and Arizona State, as well as thought leaders from TED and the Small Business Development Center.
Q: Can you talk more about the educational “tracks” and the opportunity to earn credits toward a Verified Travel Certification?
A: At this year's conference, we've strategically organized our breakout education sessions into three distinct tracks, each tailored to meet the specific needs of our diverse audience.
The first track, "Cultivate," is crafted for individuals seeking the foundational knowledge and essential skills to kickstart their travel business from marketing, back-office accounting, branding and more.
For those more focused on business growth, the "Accelerate" track offers targeted workshops geared towards travel advisors committed to learning proven strategies and tactics to propel their business in overdrive.
Lastly, the "Innovate" track is designed to explore cutting-edge trends, innovative technologies and strategic insights to advance agencies forward.
We've implemented a new sign-up feature for education sessions. This feature enables attendees to pre-select specific sessions, ensuring a customized and curated learning journey. All registered attendees will receive timely notifications via email, prompting them to select and register for their preferred education sessions. We understand the importance of a smooth onboarding process, so we’ve planned to conduct track-specific orientations at the beginning of the conference. This will provide attendees with a roadmap and a clear understanding of what each track has to offer.
For the first time, ASTA will also be offering an onsite course that will count towards our Verified Travel Advisor program, allowing attendees to earn credits toward certification. The course is titled Bankruptcy Basics and will be offered Thursday, May 30, during the conference from 4-4:45 p.m. CST. Advisors will need to show proof of their attendance and will be required to pass an online exam at a later date.
The Verified Travel Advisor certification is an elite level of industry recognition that demonstrates to both clients and industry peers an advisor's travel knowledge and commitment to excellence. Achieving and maintaining this certification elevates one to an elite level of trust and integrity within the industry. Especially in the new era of artificial intelligence and online travel scams, obtaining the VTA guarantees consumers are working with a real person on the other end of the line.
The 2024 event is officially sold out, but advisors interested in attending can join the waitlist at traveladvisorconference.org.
This article originally appeared in the Spring 2024 issue of The Compass magazine.
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