ASTA, the American Society of Travel Agents, is encouraging the travel industry, including member companies, supplier partners and clients, to switch from the term ‘travel agent’ to ‘travel adviser’ in their communications.
In an open letter issued on January 24, which was endorsed by over 60 travel companies representing hotels, cruise lines, tour operators and more, the association challenged its industry colleagues to follow the rebranding initiative and come together in ‘one voice’.
“Today’s travel agents are no longer mere booking intermediaries. They have become trusted advisers – akin to financial planners and CPAs – who make the overall travel experience better and provide both leisure and business travellers maximum value for their travel dollar,” reads the letter.
This trend has been picked up by GDS companies who recently started adopting the more general term of ‘travel sellers’ in their communications.
eTNW would like to know what you would prefer to be called. Email sarahr@nowmedia.co.za with the terminology you feel best describes your profession and why it should be adopted.
