SAN DIEGO — On the heels of a consumer-awareness push focusing on the benefits of travel agents, ASTA last week announced a new advanced certification program that agents say will give them more clout with clients and elevate them in the public's eye.
ASTA announced the program, known as Verified Travel Advisor (VTA), during its 2017 Global Convention at the Sheraton San Diego Hotel & Marina here.
"I think ASTA is definitely the association that should be backing [agents] and making the consumer feel comfortable," said Jenn Lee, vice president of sales and marketing for Travel Planners International. "Having an agent verified, like a Good Housekeeping seal of approval, makes it easy for me as a consumer to know that at least I'm working with somebody who an industry association has backed."
The VTA program is an advanced course designed for agents who have three or more years of experience, ASTA CEO Zane Kerby said. Agents who sign up to take the course will have 12 months to complete its nine required sections — all of which consist of a manual, online video and exam — covering topics ranging from Legal Overview for the Travel Agency Industry to the Art and Science of Negotiation.
The program was developed by ASTA staff members and industry educators.
ASTA members can enroll in VTA for $399; nonmember rates, which include a one-year membership, are also available for independent contractors and agencies.
"ASTA will hold our agents to a higher standard, and our consumer awareness efforts will support the ASTA Verified Travel Advisor. We will let the world know that ASTA and its agents are the standard bearers of excellence," Kerby said.
In the past year, ASTA has worked to promote travel agents through marketing campaigns, increased presence in consumer media and other types of engagement.
"More travelers are using travel advisers, and more travel advisers are entering the industry, so the question becomes, 'How do I find the best travel adviser?'" said Erika Richter, the Society's director of communications. "And that's where ASTA is the answer, and this is a way of distinguishing our travel advisers based on our standards."
Jay Ellenby, ASTA chair and president of Safe Harbors Business Travel in Bel Air, Md., said the program's addition to ASTA's repertoire at this time was no accident.
In the last three to four years, staff and members have been creating what Ellenby called "the new ASTA" through a "tremendous amount of activity," such as attracting interest in membership from the industry, realigning regional chapters to support the Society's grassroots efforts and more.
"A lot of pieces had to come into play to really introduce this," he said.
One of the more important aspects of the program is its requirement that, once completed, agents must remain ASTA members to keep the VTA designation, Kerby said. That decision was made because ASTA's code of ethics, which all members agree to, is an important part of the certification. In fact, the module Ethics for Travel Advisors is dedicated solely to ethics.
"In order for us to be able to police anyone who takes the course and uses the ASTA Verified Travel Advisor certification and logo, they have to maintain membership," he said.
Agents at the ASTA Global Convention welcomed the announcement of the VTA program. Among them was Keli Washburn, owner of All Luxury Travel and World of Magic Travel in Spring, Texas, who called it "much-needed." The association with the ASTA logo already benefits member agents, she said, and the certification will bolster that in consumers' eyes.
Rick Ardis, general manager of East Rutherford, N.J.-based Ardis Travel, said he planned to take the course and would likely require his agents to do the same.
"It lets the consumer know that there is a standard for people who have attained the certification from ASTA, because you don't always know what all of the initials [signifying various certifications] after people's names mean; just calling it 'verified,' it's a word that the consumer will understand," he said.
Carol McConnell, owner of Huntington Beach, Calif.-based Around the Globe Travel, said that while consumers might not be familiar with designations familiar within the industry earned through other certification courses, they will likely recognize the ASTA name, considering the Society's recent consumer-awareness push.
Betsy Geiser, vice president of Uniglobe Travel Center, said, "This is really a benchmark. It's 'I am a professional, I'm investing in my business.' I think it's very important."
Some course modules have already been beta-tested by agents, Kerby said, adding that their reaction was positive. Some consortia and larger agencies are also negotiating bulk-buy deals.
While there are other certification programs, ASTA contends that its course offers unique components, such as core courses in ethical standards and DOT regulations.