Skift Take
The letter ASTA sent was over-ambitious and a little dramatic, but ultimately a smart move and way overdue.
The recently named American Society of Travel Advisors is clawing itself back from two decades of an identity crisis, and will soon promote a new, more youthful digital marketing campaign and push people toward a redesigned consumer travel site. But before the group takes the final steps in its rebranding, it is making sure the travel industry has its back.
ASTA released an open letter last week to members of the travel industry, urging them to "speak with one voice" on a critical issue.
The issue? Terminology. ASTA wants the entire travel industry to stop using the term "travel agents," replacing it exclusively with "travel advisors."
And a ton of travel companies — more than 70 — have already signed on, including big names in the cruise and hotel industries, such as Royal Caribbean, Marriott, and Hyatt. Most of the big travel agency groups, from Virtuoso to Travel Leaders and Signature Travel Network endorsed the letter.
Not a single airline appeared on the letter.
Also notably absent f
