WASHINGTON -- ASTA will become more diligent about representing
travel agents in the years to come, according to William Maloney,
ASTA's executive vice president.
"We will be reaching out to new groups of agents, reaching out
in different ways to current agents and providing new kinds of
modern services and capabilities to them, and becoming a
representative that fights for travel agents," said Maloney.
"ASTA will not just lobby for agents or talk about them or be a
spokesperson, but a Society that really champions issues. That will
be the nuance."
ASTA's outreach efforts fold into the Society's four-point
strategic plan that includes boosting consumer awareness of the
value of agents, educating ASTA members, enhancing communication
with the membership and improving government relations
activities.
"I am very lucky that I inherited the strategic plan," said
Maloney, who assumed his post nearly six months ago, after Dick
Knodt resigned to join Washington-based Travel Associates
Network.
Maloney said he is concerned about ASTA members who, due to
increased work demands brought on the by the changing marketplace,
may feel somewhat disconnected from the Society.
"The role of any association in a broader sense is to provide
representation, communication and a sense of community for its
members. That is what a Society really is," Maloney said.
"To the extent that any of our travel agents feel
disenfranchised or feel they don't have a sense of community, then
it is ASTA's role to provide the kinds of services and
communication that will make them feel like part of the
community."
To that end, ASTA began faxing weekly updates to members on
everything from legislative initiatives to the Society's services.
ASTA representatives also have been meeting ASTA members at
chapters around the country to gather feedback.
Additionally, the Society has plans to revamp its Web site, www.astanet.com,
to become more member oriented, while possibly spinning off a
separate site for consumers.
"I think that if we execute the strategic plan, you are going to
see more and more [member-oriented] initiatives and not the same
old ASTA doing the same old things," Maloney said.