ASTA celebrates big wins and makes new changes at Travel Advisor Conference 2024
DALLAS – The American Society of Travel Advisors (ASTA) had a few different surprises as it kicked off the 2024 Travel Advisor Conference.
First, a storm knocked out power to the host Hilton Anatole hotel shortly before the conference’s official start date. Hilton and ASTA pivoted and made things work.
And then, on the first day of the conference, at a board meeting, ASTA discovered that it had essentially won its biggest ongoing battle.
American Airlines announced that it was, as ASTA President and CEO Zane Kerby put it, “doing a U-turn on NDC implementation and completely scrapping its previous anti-competitive and anti-consultant plans.
It was perhaps the best way to show what ASTA is. ASTA’s grassroots efforts paid off and travel consultants and travel agencies around the world benefited from its hard work.
It was an exciting way for ASTA to kick off its annual conference, formerly known as the Global Convention. ASTA has chosen to rename its annual conference for 2024, changing the name to the Travel Advisor Conference and revamping the daily events.
“We wanted to create an event that was clear both in terms of who it was for and what it promised,” Kerby said during his opening speech. “This conference is for everyone, no matter where you are in the travel industry. You belong here.”
The sold-out conference was attended by more than 1,400 travel professionals ready to learn new things and make new connections to help grow their businesses.
“I’m a fan of the rebrand and name change as it’s better suited to the conference and event representation,” said Beth Sparling of Honeymoons and Beyond.
Venus Williams delivers the keynote address at the 2024 ASTA Travel Advisor Conference in Dallas, Texas. (Photo credit: ASTA)
Focus on education and growth
This year’s rebrand included a greater emphasis on providing better educational opportunities to advisors.
ASTA has changed to divide it into three different educational courses:
Cultivate: For consultants who may be newer to the industry.
Accelerate: For consultants focused on growth.
Innovate: for owners and managers of medium to large agencies.
Consultants were able to customize their choices to best suit their business and growth plans.
“I selected classes from all three education majors as we were able to combine based on individual needs and preferences,” Sparling said. “Overall, the class offerings were good and the presenters provided useful information and solid conclusions.”
“The different learning courses and speakers were fabulous,” said Jennifer Doncsecz, president of VIP Vacations. “I loved the session taught by Chris Voss and really found the topics in the other classes (AI, Communication and branding) very informative. The real highlight for me was seeing the travel community come together and support ASTA and rejoice in AA’s victory.”
Chris Voss at the ASTA Travel Advisor 2024 Conference (Photo credit: ASTA)
The conference featured a strong lineup of speakers, with a highlight being professional tennis player-turned-entrepreneur extraordinaire, Venus Williams, as the keynote speaker.
Williams talked about what she learned from traveling, being resilient, overcoming loss and setting herself up for success.
“Getting ready to win a lawsuit,” Williams said. “It is very important to understand what your process is so that we can replicate it and win. Winning is a set of processes.”
Williams mentioned how one day she would like to add the hotel owner to her list of businesses.
She may also receive thousands of direct messages from travel consultants hoping to secure her business after openly admitting that she needed a new travel consultant. “DM, guys,” Williams said as he ended his speech, “if you think you’re amazing at travel… I’m looking for one.”
Revamped Verified Travel Advisor Program
A big announcement this week was ASTA’s decision to add new requirements to its Verified Travel Advisor program.
Advisors must now meet certain criteria to become a verified travel advisor, which include two years of experience and an annual sales volume of $500,000 or at least five years of experience and an annual sales volume of $250,000.
ASTA has launched four new courses for consultants to complete: Legal Insights, Ethical Excellence, Legal Compass, Regulatory Guide.
Advisors will need to go through a recertification process every two years to maintain Verified Travel Advisor status.
More than 70 counselors were able to participate quickly here at the conference.
“I chose to take the quickest route to the conference because it was cost-effective and a great use of my time,” said Cindy Coggins of Coggins Travel.
“Having a Verified Travel Advisor accreditation not only increases my confidence as a travel advisor, but it also makes a statement in the eyes of my clients, colleagues and suppliers,” said Coggins. “It shows you take your craft seriously.”
Individual connections
Premium appointments and corresponding meetings were new this year at the Travel Advisor Conference.
Consultants and suppliers were able to connect one-on-one at exhibitor booths to further foster their relationships.
The blended meeting system began with consultants and vendors answering a 43-question survey before the conference. ASTA then paired consultants with vendors based on these responses for a total of 18 consultations that would give everyone the opportunity to learn more about each other in a brief 8-minute meeting.
“I think the connections made at the fair and during the conference are invaluable,” Coggins said.
Trade show floor at the ASTA Travel Advisor 2024 Conference (Photo credit: ASTA)
Focus on the fun
Of course, no travel conference is complete without some fun festivities.
The first night kicked off with a Texas carnival, courtesy of Carnival Cruise Line. The mood changed inside the grand ballroom and hotel lobby, but that didn’t stop attendees from enjoying carnival games, armadillo races, carnival-themed food, a mechanical bull and a dance floor.
“A big thank you to Carnival Cruise Line and Southwest Airlines for going above and beyond to provide us with two very special nights,” said Sparling.
The second night’s event took place at Southwest Airlines headquarters, spanning all three floors. The night featured a live band on the first floor, a silent disco party on the second and karaoke on the third. Watching Southwest planes take off and land from the rooftop was a highlight for many.
Carnival Night at the 2024 ASTA Travel Advisor Conference (Photo Credit: Eric Bowman)
Rewarding the best suppliers and partnerships
ASTA members vote each year to award members, chapters and vendor partners who best support ASTA’s overall mission.
The 2024 winners include:
Supplier Awards
- Partner Company of the Year: AmaWaterways
- Partner Representative of the Year: Kristin Karst, AmaWaterways
- Partner Airline of the Year: Delta Air Lines
- Transportation Partner of the Year: Enterprise, National and Alamo
- GDS Partner of the Year: Saber Corporation
- Hotel Partner of the Year: Marriott International
- Ocean Cruise Line Partner of the Year: Royal Caribbean International
- River Cruise Line Partner of the Year: AmaWaterways
- Partner Tour Operator of the Year: Globus Family of Brands
- Travel Insurance Partner of the Year: Allianz Partners
- North American Destination Partner of the Year: Hawaii Visitors & Convention Bureau
- International Destination Partner of the Year: Bahamas Ministry of Tourism
- Supplier Medal of Excellence: Vicki Freed, Royal Caribbean International
Partnership Awards
- Travel Advisor of the Year: Velia Kennedy, Owner and CEO of Modern Family Travel
- Consortium Partner of the Year: Signature Travel Network & Virtuoso
- Regional Consortium of the Year: MAST Travel Network
- Host Agency of the Year: Avoya Travel Network
- Member Service Award: Hope Wallace with ADA Travel and Dave Hershberger with Prestige Travel Leaders Inc.
- President’s Travel Advisor Leadership Award: Jean Paugh with All About You Travel Unlimited.
- ASTA Chapter on the Rise: Greater New Orleans
- George “Eddie” Woodham Chapter President of the Year Award: Senora Kelly, Missouri Kansas Chapter
- Regional Director of the Year: Southeast Regional Director Shelley Phillips
- Robert L. Duglin Chapter Excellence Award: Central Pennsylvania Chapter
David Shull and his company Tern won this year’s Entrepreneur of the Year competition, run in partnership with Gloria Bohan. Shull, the company’s CEO, says Tern is an all-in-one platform for travel advisors.
ASTA closed the conference with its annual Advocacy Dinner – a gala fundraising event that was held on Friday night at the Thompson Hotel in downtown Dallas.
After awarding Gifted Travel Network’s Vanessa McGovern with the Barbara O’Hara Advocacy Award and Virtuoso’s Matthew Upchurch with the Paul M. Ruden Industry Ambassador Award, ASTA was able to raise nearly $500,000 during the event.
The 2025 Travel Advisor Conference
Registration is now open for next year’s ASTA Travel Advisor Conference, May 20-22, 2025, in Salt Lake City, Utah.
The first speaker is already configured. Aron Ralston is a renowned climber, adventurer and author of the New York Times bestseller “Between A Rock and a Hard Place,” which inspired the Oscar-nominated film “127 Hours.”
For the latest travel news, updates and deals, subscribe to the TravelPulse daily newsletter.
Topics in this article to explore
