Travel Agents, Know Your Value!Press Releases - News - ASTA

February 8, 2018

Contact: Erika Richter

Travel Agents, Know Your Value!

ASTA Launches New Training on Service Fee Strategies

Alexandria, VA, February 8, 2018 – With the goal of helping its members articulate their value to consumers and diversify their revenue streams, the American Society of Travel Advisors (ASTA) is announcing the launch of a new educational course entitled Professional Fees – Strategies and Solutions.
“Travel agents are worth everything they’re paid and more, but there’s a need for agents to continue adapting to consumer preferences and market conditions,” said Zane Kerby, ASTA President & CEO. “Travel agents are much more than intermediaries – they’re trusted travel agents, destination and category specialists, small business owners and human beings with extraordinary expertise in a complex landscape of travel options. It is our hope that this new course will help them navigate the possibilities of their earning potential.”
As the 2017 ASTA-commissioned consumer research project conducted by PSB, a global market research and opinion polling firm, illustrates, travel agents enjoy a “trust premium” with the American traveling public, with close to 80 percent of recent travel agent users saying that agents are looking out for them as opposed to suppliers. To build on this trust, ASTA is launching Professional Fees – Strategies and Solutions, which features renowned industry consultant Nolan Burris taking a deep dive in to the world of fee-based compensation, highlighting best practices and tips from successful agencies who have transitioned to a more balanced revenue approach. 

As the course highlights, the ultimate success or failure of a fees program depends on effective and compelling communication between travel agents and clients, and Professional Fees – Strategies and Solutions gives agents the building blocks of a successful communication strategy.  The course can be taken stand-alone or as part of ASTA’s comprehensive Verified Travel agent certification program.
“As our past consumer research work has highlighted, consumers are more than willing to pay for good professional advice,” said Kerby. “While we appreciate the travel partners who understand the value that travel agents provide, it’s important now more than ever to ensure that travel agents understand the value that they provide.”

Rebranded in 2018 as the American Society of Travel Advisors, ASTA is the leading global advocate for travel advisors, the travel industry and the traveling public. Its members represent 80 percent of all travel sold in the United States through the travel agency distribution channel. Together with hundreds of internationally-based members, ASTA’s history of industry advocacy traces back to its founding in 1931 when it launched with the mission to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism. For more information about the Society, visit Consumers can connect with an ASTA travel advisor at

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