WASHINGTON -- The ASTA board's decision to move forward with a
controversial agent identification program for non-ARC-accredited
retailers drew sharp criticism from ARTA, which called the proposed
plan a card mill.
Although the Society stressed that the program, which will be
administered by a for-profit subsidiary called Travelsellers.com, would issue identification numbers
-- and not cards -- ARTA president John Hawks said that, in the
final analysis, the plan is no different from a card mill.
"We know spin when we see it, and in our minds it fits all but
maybe one" of the Federal Trade Commission's criteria for it to be
considered a card mill, Hawks said.
"It doesn't matter where the [proceeds] go," he added, referring
to an as-yet-undetermined fee ASTA will charge for inclusion in the
program.
"It could go to [the Society's] general fund or it could go to a
specific program or ASTA could donate it to charity. It is still a
for-profit entity that sells travel agent identification. It
doesn't matter if it isn't a card. [The number] could be tattooed
on someone's forehead. They are still selling identification."
ASTA said proceeds from the program would be used to fund its
consumer-awareness campaign.
Society president Joe Galloway was not available for comment
but, perhaps anticipating criticism, he addressed the card mill
question in a printed statement.
"Travelsellers.com is not an ID card program," his statement
said. "These numbers will be available to people who satisfy
objective standards showing that they are legitimate retail travel
sellers and not merely buyers looking for discounts."
Galloway stressed that "ASTA has been the industry leader in
fighting card mills and will develop, at the board's direction,
detailed criteria to be sure the program is not abused."
The Society has in the past worked with the Federal Trade
Commission to crack down on card mills, which are companies that
sell agent IDs to consumers.
"We've sued card mills. We've thrown them out of ASTA. We're not
going to start one of our own," said Galloway.
At one time, ARTA had threatened to create its own ID program to
compete with the ASTA's. But Hawks said ARTA's view on the subject
has since "evolved."
"We had reserved the name Realtravelsellers.com, and we had
planned to do some guerrilla marketing against [the ASTA program],"
Hawks said. "[But] we are not going to do anything other than
reaffirm our support for the Iatan card," which is widely accepted
as the primary ID for agents.
"But I want to be clear," Hawks said. "We are not just upset
with the ASTA program."
Hawks said ARTA also is critical of ID programs offered by the
Cruise Lines International Association, ARC and Iatan.
"Like it or not, the Iatan card has become the de facto standard
for the industry," Hawks said.
"We don't like the Iatan program. To be totally honest, Iatan is
a card mill. Iatan sells industry identification. But we think
there should be one standard and by default, it is the Iatan card.
It hurts agents to muddy the water" with additional ID cards or
programs.
Galloway contends: "Travel agents, not the airlines or cruise
lines, should control the system to identify who legitimate sellers
of travel are."
Hawks argued that the best solution would be to have no ID
cards.
"We feel that this continued reliance on any one [entity]
accrediting you to be a retailer really undermines the strength of
travel retailers in general."
Hawks said suppliers and agents should determine through direct
negotiations whether they want to work together.
While the controversy rages on, ASTA said it would begin
developing criteria for determining the legitimacy of non-ARC
agents based on whether the agent books air tickets and has
independently contracted with a CRS. Training and a commitment to
retailing also will be part of the criteria.
ASTA said it would generate its own ID numbers or the numbers
will "come from an established industry source."
The Society did not elaborate.