For the first time in its history, the American Society of Travel Advisors (ASTA) announced that it is adopting a credo of its core beliefs. The four statements include support for travel advisors charging clients professional fees.
Speaking at ASTA’s Global Convention, taking place this week in San Francisco, president and CEO Zane Kerby said the society’s board wanted to create a statement of beliefs that would complement ASTA’s mission statement.
What separates ASTA members from the pack is a set of core beliefs, a credo. Who are we? What principles guide our profession and organization?
The credo states:
1. ASTA member travel advisors are globally recognized for their skill, competence, expertise and professionalism in an increasingly complex travel ecosystem.
2. ASTA member advisors regularly utilize educational resources and certifications to continuously increase their skill and knowledge.
3. All ASTA members abide by the ASTA Code of Ethics, which protects the integrity of the travel industry as a whole, giving consumers confidence that they’re working with a true professional.
4. ASTA travel advisors often charge clients professional fees, to reflect the value of the unique services they provide to their clients. We support this as a best practice.
“What separates ASTA members from the pack is a set of core beliefs, a credo,” Kerby said. “Who are we? What principles guide our profession and organization? Over the past several months, we’ve developed a clear, concise statement of beliefs.”
Addressing the media, Kerby made it clear that the adoption of professional fees would not be mandatory for ASTA members, but is something that the society endorses and sees as important to the success of the industry. He said a majority of members are already charging professional fees.
“We want to further normalize the idea that consumers should pay fees for the expertise of ASTA members and the services they render,” Kerby said. “We want that idea officially endorsed.”
We want to further normalize the idea that consumers should pay fees for the expertise of ASTA members and the services they render.
ASTA encouraged members to share this new credo with clients and future clients.
“I ask that you give [this credo] some thought; print [the statements] out, put them in your window, contemplate how they apply — and what we can do collectively — to live up to these principles now and moving forward,” Kerby said to the convention crowd. “This is how we unite as an industry, develop integrity and earn the trust of travelers and the world.”
