In Association Rebrand, Travel Agents Become Travel Advisors

After nearly 75 years, the American Society of Travel Agents is adopting a new name for new times, when people book travel in different ways. Now known as the American Society of Travel Advisors, ASTA says its mission remains the same.

ASTA isn’t changing; it’s just changing its terminology to keep up with the times.

That’s according to the former American Society of Travel Agents, which has renamed itself the American Society of Travel Advisors, reflecting what it says is its members’ shifting role to one that’s similar to a financial advisor. ASTA, which announced the name change and rebrand earlier this month, says that while options for booking travel online are plentiful, people still need help from a skilled advisor.

“Market and technology developments have transformed how and where people travel,” ASTA President Zane Kerby said in a news release. “Social media posts and pictures fuel the public’s desire for more unique and exotic travel. In 2012, the world welcomed 1 billion cross-border travelers. By 2030, that number is expected to double to 2 billion. Travel is on the rise, and travel advisors are perfectly positioned to take advantage of and support that growth.”

In comments to Travel Weekly, Kerby said ASTA members help consumers make sense of the large amount of travel information available. “Its reach is so ubiquitous now,” Kerby said. “What they need is an advisor.”

That messaging is getting center stage in a new ad campaign titled “We’ll Take You There.”

The rebrand, announced at the organization’s annual Global Convention in Washington, DC, last week, also includes other updates, such as a revamped version of its lead-generation site

One thing that isn’t changing, Kerby said, is the  mission. “ASTA’s new name more accurately describes the value our members provide to consumers and is a distinct declaration of who we work for: the traveling public,” he said in the news release. “It also reflects the renewed prominence of the travel advisor industry and of our role as a leading voice.”

A scene from ASTA's new ad campaign, “We’ll Take You There.” (YouTube screenshot)

Ernie Smith

By Ernie Smith

Ernie Smith is a former senior editor for Associations Now. MORE

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