Travel Agents, Know Your Value!Press Releases - News - ASTA

Contact: Erika Richter

Travel Agents, Know Your Value!

ASTA Launches New Training on Service Fee Strategies

Alexandria, VA, February 8, 2018 – With the goal of helping its members articulate their value to consumers and diversify their revenue streams, the American Society of Travel Agents (ASTA) is announcing the launch of a new educational course entitled Professional Fees – Strategies and Solutions.
“Travel agents are worth everything they’re paid and more, but there’s a need for advisors to continue adapting to consumer preferences and market conditions,” said Zane Kerby, ASTA President & CEO. “Travel agents are much more than intermediaries – they’re trusted travel advisors, destination and category specialists, small business owners and human beings with extraordinary expertise in a complex landscape of travel options. It is our hope that this new course will help them navigate the possibilities of their earning potential.”
As the 2017 ASTA-commissioned consumer research project conducted by PSB, a global market research and opinion polling firm, illustrates, travel agents enjoy a “trust premium” with the American traveling public, with close to 80 percent of recent travel agent users saying that agents are looking out for them as opposed to suppliers. To build on this trust, ASTA is launching Professional Fees – Strategies and Solutions, which features renowned industry consultant Nolan Burris taking a deep dive in to the world of fee-based compensation, highlighting best practices and tips from successful agencies who have transitioned to a more balanced revenue approach. 

As the course highlights, the ultimate success or failure of a fees program depends on effective and compelling communication between travel advisors and clients, and Professional Fees – Strategies and Solutions gives agents the building blocks of a successful communication strategy.  The course can be taken stand-alone or as part of ASTA’s comprehensive Verified Travel Advisor certification program.
“As our past consumer research work has highlighted, consumers are more than willing to pay for good professional advice,” said Kerby. “While we appreciate the travel partners who understand the value that travel agents provide, it’s important now more than ever to ensure that travel advisors understand the value that they provide.”

ASTA (American Society of Travel Agents) members represent 80 percent of all travel sold in the United States through the travel agency distribution channel. Together with hundreds of internationally based members, it is the leading global advocate for travel agents, the travel industry and the traveling public. ASTA’s history of travel industry advocacy traces back to its founding in 1931 when it launched with the mission to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism. For more information, visit

ASTA’s sister association, The National Association of Career Travel Agents, represents a professional community of independent travel agents ready to assist the traveling public.

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ASTA - American Society of Travel Agents
675 N Washington St, Ste 490
Alexandria, VA 22314 U.S.A.