ASATA has called on
its members to stand
united, get involved, and
collaborate in order to help
the association tackle and
overcome challenges faced by
the SA travel industry.
Just under 200 Asata
members gathered at this
year’s Asata congress, hosted
at the Arabella Hotel and
Spa in Hermanus, to share
ideas, network, and learn from
speakers and their peers.
Claude Vankeirsbilck, who is
in his third term as president
of Asata, opened congress by
reflecting on the milestones
Asata has achieved over the
past few years, including
an overhaul of how Asata is
funded, which has improved
the association’s financial
standing and resources,
and the continued growth of
Asata’s presence and voice in
the industry.
The focus of this year’s
conference, he said, was to
inspire collaboration. “Although
we compete, we need to
collaborate to ultimately
improve Asata’s and the travel
industry’s value proposition.”
Ceo of Asata, Otto de Vries,
agreed, saying its focus over
the next year would be to grow
consumer awareness about
the benefits of using an Asata
member. “We need to address
the negative image the public
has of travel agents. No one
retailer can do this. It requires
a unified effort,” he said.
“The industry needs to
stand behind Asata, not
only ask what Asata can do
for its members but what
its members can do for the
association and the travel
industry at large.”
He added: “This has become
a consumer-driven industry.
Customers are savvy. The
industry needs to adapt, offer
more value and more options
before and after the sale.”
Lata update
Iata is working closely
with Asata and the APJC
on the financial criteria
and introduction of service
enhancement products
in the South African
market, including a default
insurance programme.
Iata’s newly appointed
area manager for Southern
Africa and the chairperson
of the APJC, Janaurieu
D’Sa, said a new Industry
Settlement Systems (ISS)
guide and customer portal
were being developed to
provide agents with key
touch points and processes,
as well as updated info, on
settlement systems.
He also said the default
insurance programme for
the SA market was currently
under review. “The initial
evaluation was sent through
to Amman in April. BSP
stats have been submitted.
Once full documentation
has been submitted and
reviewed, the product
evaluation will take 60 days
to approve,” Jan said.
For more on this story see
next week’s issue of TNW.
Asata unveils its ‘Brand Toolkit’
IN AN interactive session with
delegates, Asata revealed
some of its ideas to develop
a marketing kit for its
members that will help them
in their electronic and offline
communication initiatives.
This was presented
by Natalia Rosa of Big
Ambitions, who is working
with Asata on its
communication strategy in
association with Lloyd Orr.
Asata is in the process of
developing creative collateral,
developed for both leisure
and corporate consultants,
which members can use in
their marketing campaigns
to educate the public on
why the world needs travel
professionals. The online
material can be used by
members on their websites,
e-newsletters, social media
and media banners. Members
will be given raw files that
agencies can co-brand and
adapt to suit their advertising
campaigns.
Offline creative includes
posters and other hard copy
collateral that members can
display in their offices for
clients to see, advertising that
they are an Asata member.
Upskilling the industry
THE Asata Professional
Programme is making
strides, working closely
with the South African
Qualifications Authority
(SAQA) to revise and
develop the curriculum for
travel professionals and, in
time, establishing it as a
designation through board
exams.
“We no longer should
be speaking about junior,
intermediate or senior travel
consultants but rather
travel professionals and
specialists,” said project
leader, Jacqui McKnight.
“The basics are still the
same but agents need to
be upskilled all the time
as operational matters are
changing.”
Jacqui added that a serious
qualification would give
Asata members an edge. “It
is an opportunity for Asata
members to be awarded
a professional status and
be the brand the customer
trusts.”
Jacqui warned that
a stalling point in the
development could be a
lack of consensus from the
industry on designations and
she appealed to members
to provide the association
with feedback on the
initiative. She added that, if
all went well, Asata could be
recognised as a professional
body by SAQA by the end of
the year.
