Amid the challenges the pandemic presents to travel advisors, a positive trend has emerged: A deeper understanding and appreciation of the value they bring to travelers and suppliers alike.
And during ASTA Global Live, the Society's first virtual conference, suppliers acknowledged the impact agents have had on their brands, with some touting the ways that they've adjusted compensation -- some temporarily, some permanently -- to recognize that value.
Frank Del Rio, CEO of Norwegian Cruise Line Holdings, addressed the company's commission protection policy, which is similar to that of other major cruise lines.
"It's the right thing to do," Del Rio said. "The word partners is thrown around loosely more often than not, but if we're truly partners, we have to come to each other's aid."
Major U.S. cruise lines have raised billions in capital to have the liquidity to continue operations, a form of support unavailable to the majority of travel agencies, Del Rio acknowledged.
"We're happy that we have the wherewithal to help during these stressful times, and we're going to remain loyal to them just like they remain loyal to us," he said.
Ensemble CEO David Harris on how strong advocacy at all levels of government from all corners of the travel industry is the only way to ensure its survival.
Richard Fain, chairman of Royal Caribbean Group, said that while the year has been more than challenging, there will be many opportunities for agents and cruise lines once travel can resume. Pent-up demand will be high, he added.
"The pandemic has taught us a lot of things, including the value of the services that you all provide to your clients and our customers," he said.
Louis de Joux, director of leisure and specialty channel sales for American Airlines, called American's relationship with advisors "vital to the recovery and success of the travel industry."
American president Robert Isom also acknowledged agents' role in driving demand for corporate and leisure air travel.
"As customers begin to consider more travel, the guidance and knowledge they receive from their travel advisors is crucial," he said. Advisors are "critical" to the industry rebound, he added.
Travel Leaders Network’s Roger Block encouraged the trade to continue its push for earlier commission payments. Credit: Jamiie Biesiada
Agency group leaders discussed how some suppliers are permanently changing compensation models to get commissions into agencies' pockets sooner.
"The travel industry, whether we like it or not, is built on float," said Matthew Upchurch, CEO of Virtuoso. "There are hundreds of billions of dollars of float out there. And we need to look at how agencies and advisors are compensated with regard to that if the industry wants to maintain a sales force of trusted advisors."
Roger Block, president of Travel Leaders Network, called new commission policies a "lifeline" for agents and encouraged the industry to continue to pressure suppliers to put policies in place where agencies are compensated as cash is collected.
The value travel advisors hold to the public was also a topic of discussion.
Transportation secretary Elaine Chao thanked advisors for their role during "normal times."
"You do so much to get the traveling public to their destination and back safely and smoothly, and you help make the experience a positive, memorable one," Chao said.
When travel does return to meaningful volumes, advisors will likely be more in demand than ever, ASTA president and CEO Zane Kerby asserted during a CEO online chat.
"The world of travel has and will be more complicated moving forward," he wrote. "That bodes well for our business: dispensing travel advice."