At the ASTA Global Convention in Washington, D.C., the American Society of Travel Agents (ASTA) will be announcing that it is changing its name to the “American Society of Travel Advisors,” bringing its subsidiary National Association of Career Travel Agents (NACTA) under the ASTA banner as the “ASTA Small Business Network,” and launching a major consumer awareness campaign, the organization reports.
ASTA said that the change is due to the fact that travel agents are not just booking agents anymore. They have become trusted advisors – akin to financial advisors and CPAs – who make the overall travel experience better and get leisure and business travelers maximum value for their travel dollar. Additionally, the consumer media and the traveling public are embracing this shift from agent to advisor. ASTA said it will be announcing the name change and launching a rebranding campaign at the Global Convention.
At the same time, ASTA said it is taking the opportunity of the rebrand to reimagine the relationship between NACTA, ASTA, the travel industry and the traveling public, which has led to the goal of bringing NACTA under the ASTA banner as the “ASTA Small Business Network.”
Additional details of the rebranding and reorganization will be provided in the coming weeks and months. The ASTA Global Convention will take place August 21-23, and the NACTA Annual Conference will take place August 23-25, in Washington, D.C., where the formal launch will occur and new logos will be unveiled.