ASTA 2006 Corporate Report

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Looking toward the Future

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A S T A

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R E P O R T 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

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“Some of us will do our jobs well and some will not, but we will be judged by only one thing the result.�

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Vince Lombardi (1913-1970) Hall of Fame football coach

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“The New ASTA” A REVITALIZATION OF THE WORLD'S LARGEST ASSOCIATION OF TRAVEL PROFESSIONALS BEGAN TO appear in 2006, the result of a far-reaching, multi-year plan to focus on the business of selling travel. By the end of the year, the members of the American Society of Travel Agents (ASTA) had seen parts of the program under way, with more to come in 2007.

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While rolling out its new business model, ASTA often made itself heard in the federal and state governments on myriad issues that affect the retail travel industry and its customers. These government contacts—along with nationwide, grassroots campaigns to educate decision-makers, the media and consumers about the value of using travel agents—advanced the interests of ASTA members and the entire travel community.

As the primary advocate for travel agents, the association testified or commented on matters before the federal and state legislatures and government agencies, from the Federal Communications Commission's junk-fax regulations to the Western Hemisphere Travel Initiative (WHTI).

At its 2006 Legislative Summit, ASTA showcased its advocacy role at all levels of government. Participants heard from government officials on travel-related issues such as the US-VISIT program and implementation of the new U.S. passport rules, and a distinguished panel of industry leaders shared their views on current industry trends and future developments. ASTA’s first Business Summit reviewed key business and legal issues that will impact members in the future.

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Web seminars and other "new media" communications ASTA used to educate its audiences in 2006 were accompanied by such practical tools as its Travel Agent's Guide to the GDSs' Optional Full Content Programs, complete with an easy-to-use Excel spreadsheet. This year also saw two successful travel-show debuts: in Orlando, THETRADESHOW ("TRADE" stands for Travel Retailing and Destination Expo) (TTS), cosponsored by ASTA and partners at the forefront of the travel industry; and the International Destination Expo (IDE), held in Prague.

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In the area of public education, ASTA launched a list of logo violators, parties falsely representing themselves as affiliated with ASTA. Located on its consumer Web site, TravelSense.org, the list informs users that these companies are not legitimate members of ASTA and are not subject to its Code of Ethics—an important tool in maintaining the good will, reputation and accountability of ASTA and its members.

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Members approved by referendum significant changes in ASTA's governance structure: The newly streamlined Board of Directors is now elected at large rather than by region, affording members equal representation, and the smaller Executive Committee is elected from and by the Board. Among the structural elements that took root in 2006, perhaps the most exciting was ASTA's new membership structure, a key element of the new business plan; more than 60 companies signed on as Charter Premium members even before the Premium Travel Agency and Travel Agent membership categories were officially launched in January 2007.

In short, ASTA is changing to better serve the shifting needs of ASTA members and the evolutionary travel industry. Its revitalized mission and vision statements (next page) succinctly describe ASTA’s new focus heading into 2007 and beyond.

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Mission

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ASTA's (American Society of Travel Agents) mission is to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism.

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ision

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ASTA seeks a retail travel marketplace that is profitable, growing and a rewarding place to work, invest and do business.

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A STATEMENT FROM

Cheryl Hudak

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While our members are continuing to make a huge impact on our local economies and contributing to the travel industry on a global scale, we are still faced with the challenges of competition and government actions that affect running a travel-agency business. So now, more than ever, ASTA is focused on what's important to our members: the business of selling travel.

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Travel agents and suppliers want to stay ahead of the game, and it's ASTA's job to help them get there. Right now, we're providing members with tools that large, successful travel companies have at their disposal, including help with business development and marketing plans.

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At the same time, ASTA continued to be the industry's strongest advocate in the halls of government in 2006. For example, we successfully resisted a DOT proposal to let airlines completely unbundle air fares and add multiple separate surcharges for fuel and other costs. And we worked closely with the car rental industry to oppose a $2 per day increase to the existing $2 daily excise tax on car rentals in Florida. ASTA wrote key Florida state legislators and rallied members to contact Gov. Jeb Bush, who eventually vetoed the measure on the grounds of taxing tourists without representation.

Our association has redoubled its efforts both within and outside its headquarters to keep our members' needs at the forefront and adapt its own structure to our rapidly changing industry.

I want to thank ASTA's members and staff for outstanding, ongoing work in turning our dream of a new ASTA into reality.

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Cheryl Hudak, CTC President & CEO, ASTA 13 14 15 16 17 18 19 20 21

ASTA EXECUTIVE COMMITTEE

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PRESIDENT & CEO Cheryl Corey Hudak, CTC Travel Dimensions, Inc. Boardman, OH

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VICE PRESIDENT & SECRETARY Mary Peters, CTC Friendly Travel Inc./American Express Alexandria, VA

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TREASURER Michael L. McCulloh McCulloh Travel Service, Inc. Ardmore, OK

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CAC-MEMBER DIRECTOR Tony Hughes, CTC RADIUS Bethesda, MD

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EXECUTIVE VICE PRESIDENT & COO William A. Maloney, CTC ASTA Alexandria, VA

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ASTA BOARD OF DIRECTORS

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Roger Block, CTC

Vickie Greenlee, CTC, ACC

Scott Pinheiro

Carlson Wagonlit Travel Minneapolis, MN

For Travelers Only Jackson, MS

Santa Cruz Travel, Inc. Santa Cruz, CA

Frederic W. Bursch

Jan Hammond, CTC, DS, MCC

Terrence M. Regan, CTC

Bursch Travel/American Express Alexandria, MN

Sixth Star Travel, Inc. Plantation, FL

George Delanoy Brea Travel Brea, CA

Berkeley's Northside Travel, Inc. Berkeley, CA

Shikhar Travels (I) Pvt. Ltd. New Delhi, India

CPC Member Nina Meyer, CTC,MCC,DS

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TraveLeaders Coral Gables, FL

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Penelope Hawkins

CPC Chair Chris Russo

Lakes Area Travel Plus Commerce Township, MI

Travel Partners Broomfield, CO

CPC Member Carol L. Wagner

Thomas L. Keefe

Kari Thomas, CTC, CNS

CWT/Travel Plus Commerce Township, MI

Addison Travel Andover, MA

Will Travel, Inc. Langhorne, PA

Lynda P. Maxwell, CTC

Jack D. Tillem

Destinations, Inc. Ellicott City, MD

Hillside Travel Hicksville, NY

Stephen F. Fiore Steve Fiore Travel Co. West Haven, CT

ICPC Chair Swadesh Kumar

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Lila A. Ford, CTC, DS, ACC Gallery of Travel, Inc. Rochester, NY

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CHAPTER PRESIDENTS

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ALLEGHENY

HAWAII

NEW ENGLAND

SOUTHERN CALIFORNIA

Victoria L. Abel, CTC

Wendy Goodenow, CTC

Irene C. Ross, CTC

Lynda Burruss

Odyssey Travel, Inc. Murrysville, PA

HNL Travel Associates Honolulu, HI

Ross Travel Consultants, Inc. Boston, MA

ABC Travel Inc. Los Angeles, CA

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ARIZONA

HUDSON VALLEY

NEW JERSEY

SAN DIEGO

Colleen Gillette

Bonnie S. Kessler

Antoine Georges, CTC

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Laura Rodriguez-Verbera Marina Tours and Travel Phoenix, AZ

New Paltz Travel Center, Inc. New Paltz, NY

Lloyd Exchange Travel, Inc. Union, NJ

The Happy Traveler San Diego, CA

CAROLINAS

LONG ISLAND

NEW YORK CITY

SOUTH FLORIDA

Joseph W. Bouknight

Lois M. Howes

Barbara Jathas, DS

Nina Meyer, CTC, MCC, DS

Forest Lake Travel Columbia, SC

Sterling Travel Freeport, NY

Skyway Travel Service, Inc. Ossining, NY

TraveLeaders Coral Gables, FL

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CONNECTICUT

MICHIGAN

ORANGE COUNTY

SOUTHEAST

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Russell C. Arpaia

Carol L. Wagner

Plaza Travel Woodbridge, CT

CWT/Travel Plus Commerce Township, MI

Harriet B. Roop

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Susan H. Aft, ACC

Worldview Travel Costa Mesa, CA

Discount Travel and Cruise Atlanta, GA SOUTHWEST

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CENTRAL & NORTH FLORIDA

MID-AMERICA

OREGON

Geraldine Gregorian, MCC, PhD

Dan Lanser, CTC

Doug Walker

A Plus Travel Adventures Uniontown, OH

Walker Travel and Cruises Gresham, OR

Oasis Travel Palestine, TX

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UPPER MIDWEST

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Alpha Omega Travel Port Saint Lucie, FL

MIDWEST

PACIFIC NORTHWEST

CENTRAL ATLANTIC

Joanne Gardner, CTC

Teri L. Trettin, CTC, MCC

Jay M. Ellenby

The Travel Specialist Wheaton, IL

CWT/Travel Center Tacoma, WA

MISSOURI VALLEY

PUERTO RICO/VI

Cheryl Kent, CTA, ACC

Luis O. Soto

Arlene H. Blosch

Carlson Wagonlit Travel O’Fallon, MO

Gala Travel Agency Arecibo, PR

Preferred Travel Mays Landing, NJ

NORTHERN CALIFORNIA

ROCKY MOUNTAIN

Paula Quon, CTC

Chris Russo

Supreme Travel San Francisco, CA

Travel Partners Broomfield, CO

Safe Harbors Business Travel Group Baltimore, MD DELAWARE VALLEY

Frances A. Lindsey, CTC

Wendy Weigel AAA Minneapolis Minneapolis, MN

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UPSTATE NY

Patrick R. Byrne, CLU M.P.B. Travel Service, Inc. Buffalo, NY WISCONSIN-UPM

Sherrie J. Bindrim All About Travel, Inc. Mukwonago, WI

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INTERNATIONAL CHAPTER PRESIDENTS

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ARMENIA Yeghishe Tanashyan Five Stars, Ltd. Yerevan

EGYPT Mamdouh El Sebai Egitalloyd Travel Cairo

KENYA Rosemary J. Wamboi Gyro Travel Agency, Ltd. Nairobi

AUSTRIA Roland Latzko Imperial Connection Vienna

GERMANY Klaus Platzdasch SAXONIA Touristik International GmbH Leipzig, Saxony

LEBANON Antoine Boustany Ariane Travel & Tourism Beirut

BRAZIL Kishin J. Harjani Taj Mahal Tours Ltd. Manaus BULGARIA Lubomir Popiordanov Odysseia in Travel Ltd. Sofia CANADA, EASTERN Karyn Moore, CTC, ACC Crone Travel Professional Scarborough CANADA, WESTERN Robert Durant WD World Travel Vancouver CAMEROON Maurice Soffack Inter Corporation Ltd. Douala CHINESE TAIPEI Robert See Discover the World Marketing, Inc. Taipei CROATIA Vlado Lucic Atlas Travel Agency Dubrovnik CYPRUS Minos G. Hatziminas Airtour-Cyprus Travel Agency, Ltd. Nicosia CZECH REPUBLIC Karel Dach, Ph.D. Teris 2002, AS Prague ECUADOR Rolf A. Andreetti Avanti Travel Cia Ltda Quito

SINGAPORE Cathy Thang Green Island Tours (S) Pte Ltd. Singapore SPAIN Julian Garcia-Hidalgo Viajes Caja San Fernando Seville

MALTA Hugh Von Brockdorff A & V Von Brockdorff Services Ltd. Sliema

TANZANIA Moustafa H. Khataw Skylink Travel & Tours Ltd. Dar Es Salaam

GREECE Paul J. Holevas Cruiseclub Holidays Ltd. Athens

MOROCCO Abdel Sefrioui M.C.I. Travel Marrakech

THAILAND Pitsanu Kongkunpai 24 Jan. Travel Bangkok

INDIA Swadesh Kumar Shikhar Travels (I) Pvt. Ltd. New Delhi

NIGERIA Edmund Yomi Jones Six Continents Travels & Tours Lagos

TURKEY Karni Benlian Paros Travel Service & Incentives Istanbul

PAKISTAN Mahmud Ahmad Bonds Travel Bureau Karachi

UNITED KINGDOM Andrew F. Gilmour Montrave International Leven, Fife

PERU Adriana Becerra De Romero Dasatariq Lima

VENEZUELA Lisbeth Eioelman De Waich, CTC Club Del Trotamundo Miami, FL

IRELAND Eithne Scott-Lennon Castle Transport & Marketing Services, Ltd. Dublin ISRAEL Gabriel Abdalla Sindbad Tourist Travel Agency, Ltd. Jerusalem

PHILIPPINES Sony Lopez Gonzalez Tourist Information Bureau, Inc. Manila

ITALY Mary Tortoriello I.C.I. International Incoming Center Rome

PORTUGAL Joao Moita Citur Travel Portugal Lisbon

JAPAN Shigeo Adachi Tokyu Tourist Corp.

Tokyo

ROMANIA Petre Balas Peter Express Bucharest

JORDAN Basim K. Mubarak Amani Tours Amman

SAUDI ARABIA Moutaz F. Kayal Elaf Travel & Tourism Jeddah

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GHANA Teye Doku Rylax Travel and Tours Ltd. Accra

IRAN Massoud Nematollahi Pars Tourist Agency Shiraz

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2006 in Review

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QUARTER 1 Speaking Up

QUARTER 2 Taking Care of Business

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QUARTER 3 Say, Let's Put on a Show!

QUARTER 4 All Systems Go!

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QUARTER 1

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Speaking Up AS ITS NEW BUSINESS PLAN WAS TAKING SHAPE, ASTA made its voice heard in the corridors of power, testifying and commenting on legislation, agency rulings and other government actions on both the federal and state levels.

The world’s largest travel-trade organization put its muscle to work on Capitol Hill, filing comments and testifying before Congress and government agencies on issues including the PASS card bill—approved in January after ASTA’s pro-consumer testimony proposing a passportsubstitute document—extension of Section 145 (rightto-carriage following bankruptcy service suspension), one-price advertising, the Federal Communications Commission (FCC) rulemaking under the Junk Fax law and the collection and use of customer data in the effort to control communicable disease.

ASTA urged the U.S. Department of Transportation (DOT) to codify its existing “one-price” policy on travel advertising, filing comments that any changes to it should be added only through formal rulemaking, not through enforcement cases against individual firms. ASTA also argued for including all previous DOT interpretations and guidelines so that consumers, airlines and travel agents can clearly understand the entire policy.

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Among ASTA’s actions at the state level was testimony by longstanding member Janet T. Turner, CTC, Turner Travels (Atlanta) before the Georgia State Assembly on a bill that would have imposed a new hotel occupancy tax on services provided by travel intermediaries. If enacted, it would have made Georgia the first jurisdiction to subject intermediary service fees to hotel occupancy taxes. Turner testified that although the bill seemed to target huge online travel agencies, thousands of traditional brick-and-mortar travel agencies with booking engines on their Web sites would also be affected. The bill died at session’s end.

With a $20,000 contribution from the Corporate Advisory Council, ASTAPAC challenged ASTA chapters in a new Charitable Match Program. Benefiting charities chosen by the 14 qualifying chapters, the friendly competition led to donation levels more than double those of the previous year, making ASTAPAC “among the strongest, bestfunded political action committees in the industry,” said Sabre’s Bruce Charendoff.

Government decision-makers weren’t the only beneficiaries of ASTA’s knowledge base:“ASTA’s Travel Tip of the Day,” a 26-week series of twice-daily radio spots, featured ASTA travel agents offering consumer advice for both novice travelers and “road warriors.”The tips were taped

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for a popular travel show on Sirius satellite radio. And in print, ASTA provided information for a special insert on family travel in USA Today.

ASTA also distributed a series of consumer-focused articles to media outlets through its partnership with the North American Precis Syndicate (NAPS); the 2006 series kicked off in February with a piece on student travel.

On the research front, ASTA released the results of its Service Fee and Benchmarking Report, which showed an increase in travel agents’ service-fee charges and in the number of services for which they charge. Another annual release gave the results of ASTA’s survey on the national and international destinations its members deemed best value, up-and-coming and favorites. And the first stage of testing for the new business plan was concluded, engaging agencies to determine their needs and communication preferences.

Among the many debuts ASTA marked in 2006 was the six-day International Destination Expo (IDE). The education-intensive event, held in March, was designed to immerse travel agents in the culture, attractions and travel business of the year’s chosen destination. This inaugural IDE, held in Prague, focused on Central and Eastern Europe. Agents who attended could earn certification as experts in up to four destinations, including the Czech Republic, Germany, Poland, Hungary, Bulgaria, Slovakia, Romania, Macedonia, Albania, Slovenia, Croatia, Bosnia and Herzegovina, and Serbia and Montenegro.

The packed program included an open-floor trade show, special events, tours and product and destination seminars. It drew healthy numbers: 1,200 delegates and 140 exhibiting companies; suppliers, tourism officials and travel agents from more than 30 countries; and reporters representing almost 50 news outlets.

Also in Prague, ASTA’s Board of Directors held its first meeting of the year, at which it formally approved ASTA’s new governance plan.

Of course ASTA kept a keen eye on industry developments back home. When a Goldman Sachs report suggested that cruise lines cut costs by lowering travel agent commissions and redirecting agent bookings to their own Web sites, ASTA President and CEO Kathy Sudeikis, CTC, shot down the firm’s analysis in a strong letter to cruise executives. Even the cruise industry agreed: Royal Caribbean’s Greg Johnson told the Chicago Tribune that squeezing agents this way “could sabotage [the cruise line’s] principal means of winning customers.”

Among notable speaking engagements abroad in early 2006 was that of ASTA Executive Vice President and COO Bill Maloney, CTC, who gave a multi-media presentation at ITB-Berlin.

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QUARTER 2

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Taking Care of Business

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AS SPRING BEGAN, MEMBERS APPROVED THE NEW governance structure. On other fronts, ASTA was also hard at work on myriad projects—from a GDS Web seminar available nationwide to a FAM trip to Egypt in cooperation with Ya’lla Tours. The third Young Professionals Society (YPS) retreat—this one aboard Royal Caribbean’s new Freedom of the Seas—offered its under-40 ASTA members sales training and a reception with the Chapter Presidents Council, which was meeting concurrently.

ASTA remained vigilant in monitoring government action that affected the bread-and-butter business of selling travel. When the Senate appropriations committee noted that the IRS was misclassifying employees, we helped the Small Business Legislative Council and the National Federation of Small Businesses reactivate the Independent Contractor Coalition. Travel agencies often use independent contractors to grow their businesses, so government rules regarding these contractors are a top concern of ASTA members.

Seeking a one-year extension of Section 145 (right-tocarriage), Montana ASTA agents convinced Sen. Conrad Burns (R-Mt.), Chair of the Senate Subcommittee on Aviation, to introduce the bill, while ASTA member Ted Lawson played a key role in petitioning the Senate Commerce Committee’s Jay Rockefeller (D-W.Va.) to cosponsor the bill in a show of bipartisan support.

ASTA’s Legislative Day, held at the Jones Day law firm in Washington, D.C., showed members some results of their grassroots lobbying as they heard from representatives of the U.S. Departments of Homeland Security and State and other industry-related speakers on such hot topics as the Western Hemisphere Travel Initiative (WHTI) and biometric passports. ASTA members spent the afternoon on Capitol Hill in one-on-one meetings with their Congressional representatives to discuss issues including the fax legislation.

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And ASTA President and CEO Kathy Sudeikis, CTC, sent a letter of support to Rep. Debbie Wasserman Schultz (DFla.) championing the Life Insurance Fairness to Travelers Act, which bars insurers from denying life insurance coverage based on a person’s past or future lawful travel plans abroad. The bill followed similar legislation in states including California, Connecticut, Illinois, Maryland, New York and Washington. Among the tools for the travelagent trade ASTA produced in spring 2006 were the Technology and Marketing Survey Report (formerly the Automation Report)—whose topics included using the Internet for research and booking and the use of e-mail and Web sites—and the findings of the ASTA Member Needs Assessment Survey.

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QUARTER 3

Say, Let’s Put on a Show!

ASTA’S BOARD OF DIRECTORS HELD ITS AUGUST MEETING in New Orleans to support the Crescent City and showcase its recovery to some key leaders of the travel-agent industry. And it worked: Lila Ford, CTC (Gallery of Travel, Rochester, N.Y.), said,“I will be sending clients to New Orleans, especially as a starting point for cruises.”

The high point of the summer-to-fall season was undoubtedly September’s launch of THETRADESHOW (TTS) in Orlando, which ASTA co-sponsored with industry-leading partners including NACTA, CLIA and TIA. The first of the three-day, yearly meetings began with a Consumer Day on which attending agents met nearly 2,000 potential clients.

Well-known speakers included Condé Nast Traveler’s Wendy Perrin and PBS travel guru Rick Steves, while two packed, trade-only days featured myriad educational sessions, ship inspections and an open-floor trade show with more than 450 exhibiting companies from over 67 countries.

With nearly 5,000 people attending (including reporters from more than 60 news outlets), the first-ever TTS surpassed expectations for its success: Revenues were nearly 16 percent higher than they had been for 2005’s final World Travel Congress.

“The high point of the season was undoubtedly the new THETRADESHOW” TTS highlights included ASTA’s third annual Advocacy Dinner—celebrating its value in shaping the political policies that affect the business of selling travel—

another dinner hosted by the China National Tourism office and the first yearly “YP Rocks,” an event for the Young Professionals Society.

“It was the perfect event for our younger member agents to network in a social setting”, said incoming ASTA president and CEO Cheryl Hudak, CTC. “It is important for them to be able to share their knowledge and ideas.”

Also during TTS, on September 11 (what better day to unveil a “giving back” effort?) ASTA and Global Volunteers announced their new, multi-faceted campaign to promote volunteer-service travel. The announcement of this unique opportunity for agents’ clients to experience new places, people and cultures also kicked off ASTA’s new “Travel Agents Care” program, supporting agents’ service to their communities and others around the world. Volunteer vacations would also be a key national theme of “Travel Agents Care Month” (February 2007) focusing on community service and charitable fund-raising activities.

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ASTA business conducted during TTS included swearing in the new ASTA officers, national Directors-at-Large and chapter officials. And what meeting would be complete without its awards? Among recipients of the 2006 ASTA awards were Don Daly (American Express), Travel Hall of Fame Award (posthumous); Rae Anne Ryan, CTC (president/owner, Travel Affiliates, Gulfport, Miss.), Travel Agent of the Year Award; and Kari Thomas, CTC (president, Will Travel Inc., Langhorne, Pa.), Young Professional Award (new in 2006).

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September also saw the release of Not Just Surviving, but Thriving: Identifying the Strengths of Highly Successful American Travel Agencies, interpreting the results of a survey by the University of South Carolina’s Sloan Foundation Travel & Tourism Industry Center. Thanks to grants from the Corporate Advisory Council, the Marriott Foundation, the ASTA Foundation and the Sloan Foundation, the project resulted in a model of

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1 2 3 4 5 6 7 8 travel-agency success that “will undoubtedly change the way many agents build and increase their clientele,” said Bill Maloney, CTC, ASTA executive vice president and COO. Highlights of the findings were presented in ASTA’s Dateline Weekly and on ASTAnet.com, as well as in press releases and marketing materials.

the U.S. Postal Service—which sought the chapter members’ particular knowledge of U.S. travel regulations—to offer “passport fairs” at the state’s 57 post offices. The fairs not only raised awareness of the impending federal requirements but also provided easy passport application processing on weekends.

In this transition period of rolling out new projects and ASTA was busy in Washington, D.C., too, advocating products, ASTA unveiled a new tool on its Web sites: a members’ interests in the federal agencies and on list of parties who are falsely representing themselves Capitol Hill as Congress returned after its summer as having an ASTA affiliabreak. Among those actions tion.“Consumers and the were the filings of comtravel community look to ments on DOT’s “one-price ASTA as an authority,” policy” and the Federal The ASTA logo signifies said Cheryl Hudak.“The Trade Commission’s a company’s legitimacy ASTA logo signifies a Business Opportunity Rule. as a member company’s legitimacy as and its adherence to our a member and its adherASTA also raised its voice Code of Ethics. ence to our Code of in the judicial arena in Ethics. It is a detriment to its testimonial comments the entire industry when on the Amadeus GDS lawthe logo is misused.” suits against American Airlines and Northwest Airlines, in which ASTA challenged the airlines’ assessment of In another important consumer-oriented project, segment booking fees.

ASTA’s Hawaii chapter played a key role, teaming with

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QUARTER 4

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All Systems Go! ASTA’S NEW BUSINESS PLAN AND A HOST OF NEW value-adding benefits were finalized by this point, with details of the wide-ranging plan scheduled and on track.

The second stage of testing for the plan was wrapping up; the sales and marketing plans were finalized; new mission and vision statements and a redesigned, modernized logo were ready for launch; and the new membership structure began taking shape. Its pioneers, the Charter Premium Travel Agencies, were signing up—and exceeding projections. The culmination of several years’ research, analysis, planning and plain hard work, the plan put the American Society of Travel Agents on the pad and counting down to its rebranded, refocused and revitalized future as “The New ASTA.” Back at mission control, with its sights trained on member opportunities abroad, ASTA announced its ninth home-study program—the Jordan Destination Specialist course—to be accredited by The Travel Institute.

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Over the course of the year, ASTA issued Travel Agents’ Guides on Selling Tours, GDS Optional Full-Content Programs, Copyright Laws, and Technology Usage. It began plans for technological improvements that ranged from updated accounting and member-records software, including new software for customer relationship management, to plans for completely redesigned, more userfriendly ASTA Web sites with more sophisticated, Googlefueled search capability.

ASTA’s media outreach increased with two quarterly newsletters giving consumer reporters in the nation’s top 50 markets story ideas and suggestions: The travel-oriented press received eTravel Briefs—referring to material on TravelSense.org and promoting the use of ASTA travel agents—and business media were sent the new eBusiness Briefs—featuring travel trends, research results and other material pertinent to the industry. ASTA also signed an agreement establishing that the syndicated TV show Laura McKenzie’s Traveler—which reaches more than 100 U.S. markets—will feature ASTA agents and logo in 2007.

Top officers took ASTA’s perspective overseas, too: Cheryl Hudak addressed the Associação Brasiliera de Agências de Viagens in Rio de Janeiro, and Bill Maloney presented a multi-media review of the latest travel trends at the “This is a huge step forward for our members” World Travel Market in London, where he also described how ASTA was reshaping itself to face the The Corporate Advisory Council (CAC) continued its vital ever-changing horizon of the industry. work on issues of common interest to the retail travelagent community, coordinated through ASTA, and set its Mild winter weather also greeted members of ASTA’s goals and priorities to align with ASTA’s future growth: Board and Chapter Presidents Council during their annuhelping it define its vision to produce positive messages al joint meeting in Miami. Tops on their agenda was pass- for members, media and consumers; leveraging its own ing ASTA’s operating and fixed-assets budgets for 2007. position within the travel industry to effect positive change for the travel-agency community; and helping Other topics on the table included how to enhance the ASTA grow, develop and enhance its new brand. second annual IDE, slated for Jeju, Korea, and TTS, to be held in Las Vegas; consumer-awareness initiatives for “Our interests will converge more closely as we grow the 2007, such as the Travel Agents Care and Global corporate agency sector of our membership,” Cheryl Volunteers programs; continuation of the “Travel Tip of Hudak said in a press interview,“and, by virtue of its misthe Day” radio series and the NAPS series of articles prosion, the CAC will be actively involved.” moting the use of an ASTA travel agent (in 2006, more than 133 million consumers saw or heard ASTA’s mesAnd before ASTA’s stockings were hung, Bill Maloney presages through NAPS); and new brochures and tip cards sented an overview and forecast for the U.S. travelfor members to give their clients. The Board also agency marketplace as a panel member at Amadeus approved, unanimously, the committee rosters Cheryl Select (the GDS’s North America customer event) in Hudak had nominated as well as several other adminisCoral Gables, Fla. trative actions.

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Looking Ahead

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THROUGHOUT 2006, ASTA’S ATTENTION PING-PONGED between its immediate activities—legislative and industry initiatives, vital information communicated to its audiences through every medium, new and streamlined meetings, educational opportunities, member growth and retention (both increased over 2005)—and its future.

And that future was imminent: In early January 2007, with Premium membership already becoming a “must” for growth-oriented travel businesses, the American Society of Travel Agents would formally launch its new identity as “The New ASTA” during a press luncheon in New York City, home to most of the nation’s travel press.

Directly ahead lay Travel Agents Care month, with an “evergreen” video news release featuring Cheryl Hudak and Global Volunteers’ Bud Philbrook on the growing trend of volunteer travel—“International Great Escapes,” ASTA’s annual guide to spring travel in the Wall Street Journal (circulation: 2 million) and new legislative initiatives at both the federal and state levels—on issues from airline consolidation to a new gross-receipts tax on Texas businesses and a Montana bill that would tax intermediaries’ service fees in connection with online hotel bookings.

Among the hotly anticipated research and guidance products set for release in early 2007 are white papers on the legal implications of hiring independent contractors, along with recommended guidelines for hiring outside, commissioned agents; a nationwide survey of each state’s workers’ compensation, unemployment insurance, wage and hour and taxation laws relating to independent contractors; and summaries of court and administrative opinions from multiple states.

Forthcoming travel agents’ guides will include Selling Travel Insurance and Alternate Airline-Booking Products. A senior-staff Issues Evaluation Team meets regularly to discuss threats to the travel-agent industry.The new eLibrary and Learning Communities will appear on ASTAnet.com, where additional interactive elements are planned.

The year’s agenda is challenging and full of promise, encompassing the debut of concierge-level services for Premium members (whose number is meeting or exceeding targeted goals)—from custom research to new publications and business tools—and conversion of ASTA’s agent base to the new Travel Agent membership.

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The rebranding and repositioning effort will come to fruition in 2007, and the two trade shows launched in 2006 will advance to “second annual”: IDE-Asia in March and TTS in September.

ASTAnet.com and TravelSense.org are already being revamped and enhanced, in both appearance and content. The consumer site will offer more destination features, traveler tips and news-you-can-use, as well as its easy online access to ASTA travel agents, searchable by location and specialty. And we are making the investment in internal technology that will deliver new information and business tools to busy members faster and more efficiently, as well as allow them to manage their own accounts and records online.

Travel agents today are by nature optimistic survivors.

We’re confident that the journey to achieve a truly 21stcentury ASTA will drive us steadily toward a bright and prosperous future.

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A Message

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THIS IS REALLY AN EXCITING TIME FOR ALL OF US AT ASTA headquarters and for our members across the nation and around the world. ASTA has reinvented itself throughout its history to remain current with industry trends and responsive to its members’ needs.

Everything around us is changing. Everything. And because the world we live in is constantly changing, the needs of consumers are changing, too, driving changes in the desires of our members. To quote ASTA President and CEO Cheryl Hudak, CTC: “We are making the right changes at the right time for the right reason.”

With concierge-level services at their fingertips, Premium Travel Agency members will always have a solution—or a pathway to one—for business issues they’re facing. They also have an opportunity to shape ASTA’s political agenda at two annual face-to-face business summits, where they’ll meet with peer industry leaders.

Premium services include personalized business consulting, Web site consulting, market and economic research, exclusive invitations to business networking forums, technology analysis, public relations assistance and guidance for the agency’s own legal counsel.

Smaller agencies that do not have full-time legal representation will have complete access to ASTA’s online resources on matters such as independent contractor issues; sellers-of-travel laws; fax laws; contract issues; and general liability questions such as,“I organized a group tour, and the customers were supposed to have paid by a certain date. Can I keep their deposits?” Our members face such questions every day; but until now, many haven’t had a place to turn for answers.

Travel Agent members are benefiting from the specialized knowledge development and skill transfer offered to Premium members: What the staff learns from serving Premiums will be passed on to them. Travel Agent mem-

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bers also have access to some of our new and enhanced services, such as ASTA’s eLibrary—which is an electronic storehouse for a vast amount of critical industry information—and ASTAnet.com.

We’re upgrading and enhancing the Web site to make it even more robust in terms of information and interactivity, as well as making the information there easier to find and access.

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We’ve clearly entered a new phase in our history, and we’re facing it with a modern and fresh identity, represented by our new logo. We are grateful for the constant support of the travel suppliers—particularly ASTA’s more than 30 Proud Partners—and we cannot offer enough thanks to our International members, who carry the ASTA message to their own countries and make ASTA a truly global organization.

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We’re very proud of what we’ve accomplished over the past year as the industry’s largest and oldest association of travel professionals, and we’re even more proud of what’s to come. As Charles Darwin said,“It is not the strongest of the species that survives, nor the most intelligent .... It is the one that is the most adaptable to change.”

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Bill Maloney, CTC Executive Vice President and COO

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Our Premium

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AS THE LIST OF PREMIUM MEMBERS GROWS WE RECOGNIZE the companies stepping up to support the travel-agency industry by taking a leadership roles within ASTA—the world’s largest travel agent association.

AAA Minneapolis, Minneapolis, MN AAA Travel Agency, Indianapolis, IN ADA Travel, Casa Grande, AZ Adelman Travel Group, Milwaukee, WI Alamo Travel, San Antonio, TX All About Travel, Inc., Mission, KS All Seasons Travel Agency, Inc., Birmingham, AL Allied Tour & Travel, Norfolk, NE Altour, New York, NY American Express Travel Representative Network, New York, NY America's Vacation Center, Escondido, CA AMT - American Express Travel, West Covina, CA Azumano Travel Service American Express, Portland, OR Best Travel, Inc., Chicago, IL Betty Maclean Travel, Inc., Naples, FL Bon Voyage Cruise & Vacations, Inc., Waterford, WI Brea Travel, Brea, CA Brentwood Travel, Saint Louis, MO Bursch Travel/American Express, Alexandria, MN Carlson Wagonlit Travel, Minneapolis, MN Carlson Wagonlit/Albertville, Albertville, MN Carrousel Travel, Minneapolis, MN Colpitts World Travel, Dedham, MA Conference & Travel - Carlson Wagonlit Travel, Fort Wayne, IN CWT/Goli's Avenues of Travel, Ltd., La Crosse, WI CWT/Travel Plus, Commerce Township, MI DCM Travel Services, Tampa, FL Ensemble Travel, New York, NY Expedia, Inc., Washington, DC Express Travel Service, Inc., Oklahoma City, OK Flathead Travel Service, Inc., Kalispell, MT Forest Lake Travel, Columbia, SC Friendly Travel Inc./American Express, Alexandria, VA Geraci Travel, Fort Myers, FL Grueninger Cruises and Tours, Inc., Indianapolis, IN Hub Travel Center Inc., Bedford Park, IL Jurni Network/Nexion, Southlake, TX Karell Travel, Miami, FL Leisure Travel Alliance, Inc., Austin, TX Linden Travel, New York, NY MacNair Travel Management, Alexandria, VA Marathon Travel & Cruise Shops, Stevens Point, WI Menno Travel Service, Goshen, IN Montrose Travel, Montrose, CA MSP Travel Group, Inc., Saint Paul, MN MTS Travel, Ephrata, PA Mundi Travel, San Jose, CA National Travel Service, Charleston, WV

Omega World Travel, Fairfax, VA Orbitz Worldwide, Washington, DC Ovation Travel Group, New York, NY Passageways Travel, Traverse City, MI Peak Travel Group, San Jose, CA Plaza Travel, Encino, CA PNR American Express Travel, Marina Del Rey, CA Polk Majestic Travel Group, Denver, CO Prestige Travel & Cruises/American Express, Las Vegas, NV Protravel International, New York, NY RADIUS, Bethesda, MD Rich Worldwide Travel, New York, NY Rosenbluth Vacations, Philadelphia, PA Safe Harbors Business Travel Group, Baltimore, MD San Diego Travel Group, San Diego, CA Signal Travel and Tours, Inc., Niles, MI Signature Travel Network, Marina del Rey, CA STA Travel, Lewisville, TX Sterling Travel Agency, Inc., Huntsville, AL Strong Travel Services, Inc., Dallas, TX Tempo Travel Dba Bay Travel Center, Bay Village, OH The Travel Authority/TTA, Inc., Jeffersonville, IN The Travel Team, Inc., Buffalo, NY Tower Travel Management, Oakbrook Terrace, IL Town & Country Travel, Inc., Pittsford, NY Travel and Transport, Inc., Omaha, NE Travel Dimensions, Inc., Boardman, OH Travel Group, Englewood Cliffs, NJ Travel Organizers, Englewood, CO Travel Solutions, Columbus, OH Travel Solutions, Inc., Grand Rapids, MI TraveLeaders, Coral Gables, FL Travelink, Nashville, TN Travelocity, Washington, DC Travel-On Ltd., Beltsville, MD Tzell Travel, New York, NY Uniglobe Travel International, Irvine, CA Uniglobe Wings Travel, Blue Bell, PA Vacation.com, Alexandria, VA Valerie Wilson Travel, Inc., New York, NY Vanguard Travel Unlimited, Golden Valley, MN Viking Travel Service, Westmont, IL Virtuoso, Fort Worth, TX Welcome Aboard Vacation Center, Inc., Scottsdale, AZ Wilcox Travel/American Express, Asheville, NC Will Travel, Inc., Langhorne, PA World Travel Bureau, Inc., Santa Ana, CA World Travel of Minneapolis, Minneapolis, MN As of May 2, 2007

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Dedicated to the Business of Selling Travel American Society of Travel Agents 1001 King Street, Suite 200 Alexandria, VA 22134, U.S.A. 800.ASK.ASTA

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ASTA’s Proud Partners

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Thank you for your unwavering support of ASTA and the travel agency industy.

Our Proud Partners provide outstanding support to travel agents and ASTA throughout the year.

This support allows ASTA to represent our agent members effectively.

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DEDICATED TO THE BUSINESS OF SELLING TRAVEL

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