Signups for TRUE Code membership soared 43% in the third quarter year over year, with owner CCRA Travel Commerce Network attributing the increase to its marketing initiatives.
TRUE Code is a an accreditation for independent travel advisors, enabling them to receive commission payments directly from suppliers. TRUE stands for Travel Retailer Universal Enumeration.
"Highlighting the benefits of promoting your own brand and being the agency of record has been an eye-opener for advisors," said Holly Carrig-Matthews, CCRA's director of membership services.
Carrig-Matthews said a number of education, training and networking opportunities have highlighted the benefit of being the agency of record.
"The feedback has been stellar, attracting a growing number of IATA and CLIA members who see real value in joining our network," Carrig-Matthews said.