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World Religious Travel Association LaunchesFebruary 5, 2007 By: Joe Pike Travel Agent
The World Religious Travel Association (WRTA) launched last week to serve the $18-billion religious travel market, and with it came new benefits for travel professionals who specialize in, or are looking to learn more about, booking religious-oriented vacations.
The WRTA was launched by Kevin J. Wright, president of
Religious Market Consulting Group, and Honnie Korngold, president of Christian
"In short, the purpose of the association is to assist
the trade side of this market, particularly in
looking to help the trade side sell and develop products and services for the
Judging from statistics, this is a big market that agents
should be aware of: It's one of the fastest-growing travel segments according
to the World Tourism Organization; the International Conference on Religious
Tourism estimates the faith-based travel industry to be worth $18 billion; and
a recent Travel Industry Association of America (TIA) survey found that 25
percent of travelers were interested in taking a spiritual or religious-themed
Agents, Suppliers & Consumers
As for demographics, the TIA survey found that approximately
one-third of each age group (18–34, 35–54 and 55+) were interested in spiritual
vacations. Of the North American religious travel market, Wright says about 90
percent are Christian travelers, about 5 percent are Jewish travelers and about
5 percent are travelers of other faiths.
WRTA membership is being offered to every segment of the
travel industry, from travel agents and tour operators to hoteliers and cruise
companies. Consumers (e.g., pastors and religious group leaders) can also
Fees for travel representatives range from $250 to $10,000 a
year, depending on the number of services a member desires. Members who pay
closer to the $10,000 range receive various tools and benefits, including
discounts and premium booth space for the WRTA's inaugural trade show in
September 2008. Wright told Travel Agent that he expects between 1,000
and 1,500 exhibitors at the show, which will either be in
Consumers looking to join the association can either do so
free of charge or by paying $50. Those who pay the $50 have the capability of
posting their resumes on the association's web site. All travel professionals
who belong to the WRTA will have access to the resumes regardless of their fee
As of Wednesday, the WRTA had more than 25 members. Wright
says by the end of the year, he would like to see that number grow to about
2,000. He is hoping that two thirds of that number will consist of travel
professionals and one third of consumers. By 2008, Wright says he hopes to have
an equal split in membership between travel professionals and consumers.
The organization is planning on holding the first religious
travel awards ceremony in December.
Ronen Paldi, president of Ya'lla Tours
WRTA's January 29 launch. He hopes the association will alleviate what he deems
unethical practices in a "chaotic market."
Focus on Religious Experience
Paldi says that if the main memory religious travelers go
home with isn't of the religious experience, then the vacation was a failure.
To illustrate his point, Paldi relayed the story of a group on a trip to
took a full-day tour on their last day and was dropped off at the airport at 7
p.m. for a 24-hour flight that departed at midnight.
"The traveler checks out in the morning, is out all
day, at the airport for five hours, hasn't bathed, is wearing the same clothes
and that is what they wind up remembering. They will remember that catastrophic
day as opposed to their spiritual trip to
hopefully correct," Paldi says.
For more information about the association, or to register
as a corporate or individual member, call 800-657-1288 or visit ww.religioustravelassociation.com.