2009 ANNUAL REPORT
ASTA is doing more. Its lobbying efforts are finding a toehold. Its education is engaging and relevant. T R AV E L W E E K LY
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A S TA’ S VA L U E T O T H E I N D U S T R Y In 2009 ASTA’s value to the travel industry
Throughout the year, ASTA members were
expanded from federal and state legislation to
educated on topics that ranged from how to protect
include educational and technological realms.
their businesses to becoming more eco-friendly. In
Although the Society continued to speak up for
the spirit of accessibility, ASTA held its inaugural
travel agencies across the country on Capitol
virtual conference and board meetings, which
Hill on many subjects, education was its main
explored a new outlet for connecting the travel
goal. With more than 20 Webinars and 17
industry.
online tutorials, ASTA taught travel industry professionals how to survive in tough economic
ASTA also expanded its horizons in a non-
times.
traditional way: through social media. The Society ramped up its presence on social and business
When United Airlines announced they were
networking sites such as Facebook and LinkedIn
shifting credit card fees to select travel agents,
and joined the Twitter sphere where it promoted
ASTA stood against this movement. The Society
ASTA’s value to new industry partners, agents
created a grassroots campaign to lobby Congress
and travelers. By integrating social media into its
to overhaul the rules protecting the nation’s
campaigns, ASTA has developed a new way for the
credit card owners from unfair and deceptive
travel industry to learn from and connect with the
business practices. ASTA also worked closely with
Society and each other.
Congressional leadership to bring pressure to United on withdraw this practice.
Knowledge is power and ASTA became a leader in industry educational tools, increasing the value
In an effort to prepare its members for possible
of membership and creating a new role for itself.
additional fees and increasingly stringent
Through effective representation and shared
regulations, ASTA provided opportunities for
knowledge, ASTA continued to help its members
travel agents to learn how to better manage their
dedicate themselves to the business of selling
business and increase profits. Webinars were
travel.
held on topics from best business practices and branding to working with the media. All of these sessions taught members to use tools they already had to increase and strengthen their business.
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M I S S I O N S TAT E M E N T
ASTA’s (the American Society of Travel Agents’) mission is to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism.
V I S I O N S TAT E M E N T
ASTA seeks a retail travel marketplace that is profitable, growing and a rewarding place to work, invest and do business.
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MESSAGE FROM THE PRESIDENT
services allow members to do business with consumers and other ASTA members worldwide 24/7.
I think we can all agree that 2009 has been a year
In the past year we have grown our educational
of change. These past few years have brought us
offerings because we feel that knowledge is the
one challenge after another and I have to say, we’re
most valuable tool of all. With multiple Webinars
holding up pretty well. As an industry, we have
each month, more destination specialist courses
battled the public’s perception that the Internet
and hands-on training at events such as THET-
is taking some of our clients, various man-made
RADESHOW or for a more in-depth experience,
and natural disasters that have impeded travel
the International Destination Expo, ASTA mem-
and worst of all, the addition of more travel fees
bers are prepared. ASTA also helps international
and taxes. I hope to one day pass my agency to my
agents looking to expand their networks through
sons, so I need the travel industry to survive and
the Buyers Guide and Web Exchange. ASTA sup-
thrive for the next 20 years. I don’t look simply at
ports all of its travel agent members through the
our immediate future as an industry, rather I am
free consumer lead service from Travel Sense.org.
concerned about our long-term viability. So what
These are resources that expand your business in
do we need to do now to ensure our industry is
every way.
thriving in the future? Be involved. Whether it’s
We encourage all our members to make the most of
fighting taxes, working for legislation that is pro-
online networking opportunities. For example, we
small businesses or getting in line with the times
developed several member tools to allow suppliers
and communicating with our clients through social
to connect electronically with travel agents. But
media, we all need to work on behalf of our indus-
more than that, we are encouraging our members
try.
to explore the world of social networking through a series of LinkedIn groups created with the needs
ASTA has done a great job on our behalf, standing
of different sectors of our membership in mind.
up for travel agents when legislation or regulations
Social networking is not a one-size-fits-all medium.
threaten our livelihood, promoting our value to the
In the time I have been a travel agent, my excite-
traveling public and giving us the tools we need
ment for travel hasn’t waned. In the time I have
to make our businesses more successful and more
been active in ASTA, my enthusiasm for the Soci-
efficient. ASTA represents our industry when we
ety and what it continues to accomplish hasn’t fad-
have issues with legislation on a local, state and
ed. I am confident that in the year ahead we will
federal level and fights for our interests when other
continue to be challenged but that with a helping
groups have activities or policies which are harm-
hand, there isn’t anything we can’t handle. We’ve
ful to the travel agent industry.
come a long way fast, but we’ve had to because our members have had to.
We have been launched into a new age of technology and our clients have new needs. A few years
Regards,
ago, ASTA was just a physical presence. We had chapter meetings, a printed weekly newsletter, decals, pins, etc. We were only open Mondays
Chris Russo
through Fridays from 9-5. Now we are truly a
ASTA President and Chair
global virtual service provider--before, during and after. Members can access Webinars, white papers, education courses and more on ASTA.org. These 4
A S TA E X EC U T I V E CO M M I T T E E
President & Chair Chris Russo Travel Partners Broomfield, CO Vice President & Secretary K. Hope Wallace ADA Travel Casa Grande, AZ Treasurer Nina Meyer, CTC,MCC,DS Express Travel Miami, FL CAC-Member Director Ellen Bettridge American Express Retail Travel Network New York, NY
B OA R D O F D I R EC T O R S
Susan H. Aft, ACC Discount Travel and Cruise Atlanta, GA Patrick R. Byrne, CLU M.P.B. Travel Service, Inc. Buffalo, NY Robert Durant WD World Travel Vancouver, BC, CANADA Lila A. Ford, CTC, DS, ACC Van Zile Travel Service Webster, NY Dan Lanser, CTC A Plus Travel Adventures Uniontown, OH John I. Lovell, CTC Breton Village Travel Services, Inc. Grand Rapids, MI Karl E. Rosen Towne Centre Travel & Cruises Diamond Bar, CA Irene C. Ross, CTC Ross Travel Consultants, Inc. Boston, MA Kari C. Thomas, CTC, CNS Will Travel, Inc. Langhorne, PA Lee Thomas, CTC The Travel Authority/TTA, Inc. Jeffersonville, IN Carol L. Wagner Travel Plus/Travel Leaders Commerce Township, MI
2 0 0 9/2 010 C H A P T E R P R E S I D E N T S CO U N C I L ARIZONA Laura Rodriguez-Verbera Marina Tours And Travel Arizona LLC Phoenix, AZ
NEW JERSEY Ricky J. Ardis, ACC, CTA Ardis Travel East Rutherford, NJ
CAROLINAS Janice Adkins, CTC Brevard Travel Agency, Inc. Brevard, NC
NEW YORK CITY Alice Tillem Hillside Travel Hicksville, NY
CENTRAL & N FLORIDA Bob C. Robar Travel Centre of Gainesville, Inc. Gainesville, FL
ORANGE COUNTY Karl E. Rosen Towne Centre Travel & Cruises Diamond Bar, CA
CENTRAL ATLANTIC Larry D. Swerdlin, CTC Burton Travel, Ltd. Owings Mills, MD
PACIFIC NW Alex Trettin, CTA Travel Leaders/Travel Center Tacoma, WA
DELAWARE VALLEY Donna W. Thomas New Zealand Travel Inc. Langhorne, PA
PUERTO RICO/VI Daphne Barbeito Cruceros To Go Guaynabo, PR
GREAT LAKES John I. Lovell, CTC Breton Village Travel Services, Inc. Grand Rapids, MI
ROCKY MTN Joann Thompson Worldwide Travel Specialists Aurora, CO
HAWAII Raymond Miyashiro Regal Travel Honolulu, HI
S CALIFORNIA Daniel Genung Harr Enterprises Travel Redlands, CA
LONG ISLAND Steve Powers Hidden Treasure Tours Long Beach, NY
SAN DIEGO Merris Gold-Drew First Class Travel San Diego, CA
MID-AMERICA Christie A. Seddelmeyer Seddelmeyer Travel Concepts Lima, OH
SOUTH FLORIDA David Gedansky, CHA Travel Leaders Pembroke Pines, FL
MIDWEST Joanne Gardner, CTC The Travel Specialist Wheaton, IL
SOUTHEAST Susan H. Aft, ACC Discount Travel and Cruise Atlanta, GA
MISSOURI VALLEY Nora Faifer, CTC Heritage Travel, Inc. Saint Louis, MO
SOUTHWEST Frances A. Lindsey, CTC, ACC Oasis Travel Palestine, TX
N CALIFORNIA Scott Pinheiro Santa Cruz Travel, Inc. Santa Cruz, CA
UPPER MIDWEST Wendy Weigel, AAA Travel Agency AAA Minneapolis Minneapolis, MN
NEW ENGLAND Mike Spinelli, Jr. Vacation.com Windham, NH
UPSTATE NY Robert E. Endres Endres Travel East Aurora, NY
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I N T E R N AT I O N A L C H A P T E R P R E S I D E N T S CO U N C I L
BHUTAN Tashi Dorji Bhutan Nyinzer Expeditions Thimphu BRAZIL Robert Phillips DiscoverBrazil/Intelligent Leisure Solutions Salvador, Bahia BULGARIA Evgeniya Doneva Alexander Tour Sofia, CAMBODIA Tui Pakarate Rutten First Travel Phnom Penh CANADA Robert Durant WD World Travel Vancouver, BC CHILE Adrian R. Turner Darwin’s Trails Vina Del Mar CHINA Chen Yong China International Travel Service Nanjing EGYPT Mamdouh El Sebai Egitalloyd Travel Cairo GHANA Teye Doku Rylax Travel and Tours Ltd Accra INDIA Rajeev Kohli Creative Travel Private, Ltd. New Delhi
ITALY Rose Magers Artviva The Original and Best Tours Italy Florence
POLAND Magdalena Rosla Travel Agency Magellan Bydgoszcz
JORDAN Nasser A. Zaatarah Zaatarah & Co. Tourist & Travel Amman
ROMANIA Petre Balas Peter Express Bucharest
KENYA Joshua Nyiera Acacia Holidays Limited Nairobi
SAUDI ARABIA Fayyaz H. Siddiqui, CTA Hajeej Travel Tours & Umrah Services Jeddah
KUWAIT Naser Rezqalla, B.Sc., MBA Al Qasr Travel & Tourism Co. Hawally
SINGAPORE Cathy Thang Green Island Tours (S) Pte Ltd Singapore
MALDIVES Yoosuf Riffath Capital Travel & Tours Pvt. Ltd. Male
SOUTH AFRICA Jo Schutten Uni Travel (PTY) Ltd Cape Town
NEPAL Harish Mabohang Orion Travel P Ltd Kathmandu
SRI LANKA Raju Arasaratnam Jetwing Travels (Pvt.) Limited Colombo
NETHERLANDS Mustafa Arikan Travelalong Heiloo
TANZANIA Faiza Punja Winglink Travel Limited Dar es Salaam
NIGERIA Damilola Bademosi Lucan Travels Lagos
TURKEY Ertugrul Karaoglu Intra Tourism-Incoming & Incentives Istanbul
PERU Miguel Angel Lahura Viajes Pentagrama S.A. Lima
UNITED KINGDOM Kenneth F. McNab The Travel Company Edinburgh Edinburgh
PHILIPPINES Victor S. Limlingan Cristina Travel Corporation Manila
6
1S T Q u a r t e r : The economy was on everyone’s mind as 2009
Search Engine Optimization 101 for Travel Agents;
began, overshadowed temporarily by the inaugu-
Strategies You Can Implement Immediately to
ration of the 44th president of the United States.
Start Growing Your Business Again; First Steps
Even before the January inaugural event, ASTA
in Mastering Financial Data; and Card Mills and
and other industry groups were quick to get in
Your Community—A Grassroots Approach.
front of the incumbent administration’s transition team with the submission of seven recommenda-
Those members looking for more personal
tions, stemming from a prior travel and tourism
in
sector economic summit. Several elements sub-
LinkedIn group when it launched in March. There,
mitted by ASTA were included in the proposal,
suppliers and travel agents alike were able to
including the restoration of a 2001 Small Business
solicit advice and information from their peers
Administration (SBA) direct, low-interest rate loan
and catch up on the latest news from ASTA, while
program and the creation of an investment tax
fostering business connections with both domestic
credit program for small businesses that invest in
and international members.
communication were quick to join ASTA’s
information-related technologies. The latter measure was deemed by ASTA as crucial for travel
Just weeks in to the new year, travel agents
agencies to compete effectively in the years ahead.
received some good news with the announcement
Throughout the first several months of 2009,
from Regent Seven Seas that it would end most
ASTA saw positive signs for the economy in the
non-commissionable fees in 2010, an action ASTA
release of a draft stimulus bill that included provi-
was quick to praise. ASTA also had its eye on the
sions designed to create small business opportu-
airline industry when it called upon the Depart-
nity, a topic that would continue to be a focus for
ment of Transportation to complete its work on
the Society over the course of the year.
the Tarmac Delay Task Force. ASTA would go on to commend the Airlines Reporting Corp. (ARC)
ASTA continued to help its members develop suc-
for its announcement that it was dropping its plan
cessful businesses with a Webinar instructing
to reduce the airline ticket void window from two
travel agents on the use of the Travel Agent
days to the day of ticketing. ASTA then took Delta
Management Toolkit, a benefit geared to help-
Airlines to task for its refusal to engage the Soci-
ing members strengthen their businesses during difficult economic times. This Webinar, the first
ety over invoices sent to travel agents for violations caused by Delta’s own system.
of the year, would be followed by six others over the course of the coming three months, all edu-
February found ASTA Premium Members in San
cating members on such topics as: Advantages of
Francisco, where they met to discuss, among other
Going Green; Dealing with Consumer Complaints;
topics, ways to improve travel agencies’ relation7
ship with ARC. While in San Francisco, Premium
ances of deductible business expenses with the
members also heard from suppliers about how they
white paper Navigating the Tax Labyrinth.
see their travel agent relationships developing in the future. While at the meeting, John Rose of
Technology was in the forefront of ASTA’s research
Marathon Travel (Stevens Point, Wis.), noted that
when the 2008 Technology and Web Usage Re-
“ASTA’s Premium Membership has become a vital
port found that although travel agencies have
resource that enables us to be more than specta-
yet to embrace Web 2.0 marketing techniques,
tors to the current economic turmoil but active
standard technology has become second nature
participants in the decisions and policy changes
to travel agents. The 2008 Global Distribu-
that impact our business.”
tion System Report (GDS) went on to examine travel agent usage of GDSs, providing agencies
Travel agents looking to get more from their
with valuable benchmarking data. The 2009 ASTA
membership or simply learn how to make better
Agency Profile report found a significant increase
use of the hundreds of tools available to them on
over time in the number of agencies with sales
ASTA.org found themselves with 17 online
of either less than $1 million or greater than $10
tutorials from which to choose. These brief,
million, a trend that would continue as struggling
step-by-step video instructions covered everything
agencies merged or were bought by larger travel
from uploading a personal profile to ASTA’s
firms. Correspondingly, the percentage of agencies
consumer Web site, TravelSense.org, and tak-
located on “Main Street” and in strip malls de-
ing advantage of the free consumer leads service
creased as travel agencies gave up their storefronts
housed there to using ASTA’s WebExchange and
in exchange for home-based business models.
making use of ASTA’s online media and public relations resources to better promote themselves and
In March, travel professionals from far and near gath-
their services to their communities. This popular
ered in Sun City, South Africa, for ASTA’s fourth In-
Web site continued to grow and received more
ternational Destination Expo (IDE), where more than
than 50,000 unique visitors in January alone.
1,000 travel professionals from 29 countries gathered
And, thanks to a series of enhancements, the site
to learn about the culture, attractions and travel busi-
became more interactive for visitors who were then
ness of South Africa and its neighboring countries.
able to rate and review various publications and
The sold-out trade show was just one of many firsts
online tools.
that marked the annual event, not the least of which was the event’s debut on the African continent.
Members also benefitted from two white papers.
It would also be the first time that a local travel
The first provided them with a Travel Agent’s
trade association would hold its annual meeting
Guide to Secure Flight, designed to assist
in conjunction with the event: the Association
members in learning more about the new Trans-
of South Africa Travel Agents hosted its annual
portation Security Administration (TSA) regula-
conference for 2009 at Sun City. In addition to
tions and specifically, how to best comply with the
high-caliber education courses, the IDE provided
new data collection requirements. A month later,
attendees the rare opportunity to network with
and just in time for taxes, ASTA explained the nu-
smaller tourism entities from across South Africa
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thanks to an event hosted by the South African
Expo and ASTA’s efforts on Capitol Hill and in
International Business Linkages program and the
the state legislatures to protect travel agents from
Tourism Enterprise Programme.
harmful legislation and anti-travel taxes. ASTA President and Chair Chris Russo continued to pro-
Many of the agents who took advantage of the
mote the Society and its efforts on behalf of travel
numerous educational seminars on offer returned
agents at chapters across the country, providing
home as FUNDI (South African destination
those in attendance with an overview of the many
course), Botswana and Namibia specialists and
benefits associated with their membership, as well
with new-found expertise in such niches as spa
as an in-depth look at the tools available to mem-
and wine travel. The annual International Travel
bers on ASTA.org. Overseas, ASTA CEO William
Agents Summit, held in conjunction with the IDE,
Maloney, CTC, addressed tourism officials at the
brought together attendees to establish key busi-
Jamaica Tourism Outlook Summit on the new face
ness contacts and to discuss issues of importance
of the travel agent.
to global travel sellers. The 2009 IDE closed with the announcement that Istanbul, Turkey, would be
Consumers were made aware of the importance
host to the 2010 International Destination Expo,
of using a professional ASTA travel consultant
April 19-22.
through a series of media pitches and releases, showcasing a variety of travel tips, hot travel desti-
While in Sun City, ASTA’s Board of Directors was
nations and the growing interest in “green” travel.
updated on ASTA’s efforts in the areas of member-
Thanks to a new partnership with CityBy-
ship, meetings, industry and government affairs
City, visitors to ASTA’s consumer Web site,
and consumer awareness. During their meeting,
TravelSense.org, were able to watch video tours of
the Board requested that ASTA staff develop
some of Europe’s hottest capital cities as well as
education materials that will assist travel agents
state parks across the United States. Meanwhile,
in sales and marketing and reinforcing their value
TravelSense’s Find a Travel Agent Directory, along
proposition when dealing with customers.
with articles offering travel tips and advice, began to be featured regularly on the International Busi-
ASTA’s successes were brought to the forefront
ness Journal.
during the first three months of 2009 through a series of editorials and articles appearing in the travel trade press. Topics ran the gamut from ASTA’s Green Member program and various research reports to the International Destination
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2nd Quarter: April was a busy month for ASTA with the launch
that “(i)f finalized, this broad grant of immunity
of a new business solutions tool for members. The
could be used to undermine independent travel
multi-media Travel Agency Consultancy Fee
distributors, which are critical to promoting airline
course was written by noted industry expert
competition and consumer welfare.”
Nolan Burris and based on insights from ASTA agency research and consumer research from Bur-
Florida received ASTA’s praise when a U.S. Dis-
ris’ company, Future Proof Travel Solutions. The
trict Court judge permanently barred the state
result was a course that laid out in plain terms
from enforcing a law that would have imposed
steps agents could take to transform themselves
exorbitant bonding and registration fees on travel
from a commission-based to a consulting-fee busi-
agents who booked trips to any nation designated
ness model and the reasons why such a change is
by the State Department as a state sponsor of ter-
critical to an agency’s long-term viability.
rorism, namely, Iran, Syria, Cuba and Sudan.
April also found travel agents participating in
ASTA’s sister organization in Canada, the Associa-
Webinars covering topics such as new U.S. bor-
tion of Canadian Travel Agents, met with ASTA’s
der security requirements, use of ASTA’s Buyer’s
senior staff to discuss areas of common interest
Guide, and the myriad ways in which ASTA can
and determine what resources might be combined
help travel agents grow their businesses. Premium
for the greater good of both association member-
Members were able to benefit from an exclusive
ships and the industry as a whole.
Webinar which provided them with the latest on implementation plans for Secure Flight.
May found ASTA members on the receiving end of the 2008 Financial Travel Benchmarking Report,
On Capitol Hill, ASTA continued its lobbying ef-
which gave agencies the ability to compare
forts, working to promote a direct lending program
their businesses to industry benchmarks such as
for small businesses in the wake of Karen Gordon
agent productivity, revenue versus sales, operat-
Mill’s appointment as SBA Administrator. ASTA
ing expenses and FTE ratios. ASTA also held its
also came out in strong support of a bill introduced
first Virtual Business Conference, designed to help
by Representatives Frank Kratovil (D-MD) and
ASTA’s core membership—travel agents—utilize
Chris Lee (R-NY) that would expand the maxi-
the many resources at their disposal in creating
mum allowable federal tax deduction for business
successful agencies in a challenging economic
startup expenses. Meanwhile, before the Depart-
climate. The online conference covered the topics of
ment of Transportation, ASTA decried a proposed
branding, upgrading to a fee-based business model
grant of immunity for the Star Alliance, saying
and what community resources are available to 10
small-business owners, courtesy of groups such as
provided groundbreaking insight into the size and
SCORE and the SBA.
scope of the U.S. tour industry, a major source of commissions for travel agents. Specifically, the
Also in May, ASTA unveiled its latest education
study looked at threats to the tour operator in-
course, Boosting Your Leisure Sales, which was
dustry and strategic responses tour operators and
designed to provide travel agents with simple,
travel agents could implement. Distribution pat-
proven techniques for counteracting the effects of
terns, including the role of consumer-direct versus
the economic downturn and increasing their busi-
travel agents, were also examined. “Ultimately, it
ness. Although geared to leisure-based agencies,
will help travel agents understand the demograph-
the course included a section specifically targeting
ics and dimension of the tour industry and help
corporate agents who also sell leisure.
tour operators drive smarter marketing decisions and strategies,” said ASTA President and Chair
That same quarter, ASTA came out in strong sup-
Chris Russo. A Webinar based on the findings was
port of the Landrieu-Snowe Amendment to the
presented to members of ASTA’s Tour Operator
Credit CARD Act of 2009 (H.R. 627/S. 414), which
Program, providing them with first-hand analysis
would guarantee that the safeguards codified by
of the results.
the bill— limits on interest rate increases and more transparent disclosure of fees —would apply to the
The start of summer also brought with it the
cards used by America’s small-business owners.
second part of a Webinar on search engine optimi-
ASTA continued to fight for travel agents when
zation as well as a Webinar updating members on
ASTA President and Chair Chris Russo wrote Sen.
Secure Flight. Meanwhile, ASTA’s Chapter Presi-
Chris Dodd (D-CT), the chairman of the Senate
dents Council met to discuss ways to strengthen
Banking Committee, to request that the Senate’s
the chapter structure and provide increased ben-
version of H.R. 627 include protection for small
efits to members at the local level.
business owners who use credit cards to finance business-related purchases.
ASTA made sure that the value of using a travel agent was in the forefront of consumers’ minds
ASTA continued with its mission of “one voice,”
with an ongoing series of tips, providing advice
becoming an industry clearinghouse for informa-
on planning honeymoons and family getaways,
tion on the resurging H1N1 virus. ASTA worked
spotting travel scams and ways to save on sum-
closely with the Centers for Disease Control as well
mer travel. ASTA’s annual summer travel ‘hot
as the Tourism Emergency Response Network, of
spots’ survey found that Orlando and Las Vegas
which ASTA is a member, to disseminate up-to-
were again favorites among travelers booking with
date travel alerts.
travel agents.
In June, ASTA unveiled the results of its ground-
ASTA members interested in promoting them-
breaking study, the U.S. Packaged Travel Landscape 2006-2010 . This report, conducted in conjunction with the noted industry research firm PhoCusWright, was the first of its kind and
selves to their local communities sat in on the May Webinar, Making Headlines: Getting Your Name in Print. Participants learned about working with media and drafting press releases and re11
ceived useful tips on conducting media interviews.
ASTA members were also provided a new weapon
Not soon after, a customizable press release ex-
in the fight against Chambers of Commerce that
plaining the many reasons consumers should book
sell travel in direct competition with its members—
their next vacation with an ASTA travel agent
a customizable public relations plan. In ad-
was made available for members to send to their
dition to step-by-step instructions, the plan
local media. Continuing its expansion into social
included a customizable press release, letters to
networking, ASTA launched the TravelSense
the editor, Chamber and local government officials,
Facebook Fan page in April, providing ASTA
along with a fact sheet and talking points for use
members and those who just love to travel a forum
when speaking with members of the media or gov-
in which to share tips and advice and comment on
ernment officials.
travel-related stories.
ASTA.org houses over 50 informative videos available 24/7.
www.ASTA.org/videos
12
3rd Quarter With the nation in the midst of a deepening reces-
problems created by the pass-through policy are un-
sion, many corporate and leisure travel profes-
derstood, and it seems to us that these two industry
sionals found themselves struggling to stay afloat.
leaders ‘get it’.” Throughout the remainder of the
Business travel was severely curtailed as orga-
summer and into the fall, ASTA and its allies would
nizations slashed expenses and sought low-cost
work behind the scenes toward securing legislative
alternatives to face-to-face meetings. Meanwhile,
support to block UA’s attempts to pass merchant
many American families either scaled back on the
fees along to travel agents and the traveling public.
traditional summer vacation or opted instead for a “staycation.”
Over the course of the summer, ASTA’s efforts garnered the attention of key legislators from Hawaii
With the summer barely begun, travel agents
to Maine. Hard work on the part of ASTA’s Gov-
found themselves on the firing line from
ernment Affairs staff translated to frequent and
United Airlines, which sought to cut off a select
detailed contact with legislators and committee staff
group of travel agents from using its merchant ac-
on Capitol Hill during which time they outlined the
count for credit card ticket sales. Instead, agencies
scope of what a hearing on this issue would encom-
would be forced to obtain and use their own mer-
pass.
chant accounts and settle with the airline in cash. ASTA immediately moved into action, calling for
The Society ramped up its push to see that United’s
a Congressional hearing to examine the issue and
proposed actions went no further through mem-
the negative impact it would have on consumers
ber education, grassroots legislative contacts from
and the travel industry as a whole.
ASTA members during the August recess, direct outreach with elected officials, and a successful
Soon after United’s announcement, Southwest and
Capitol Hill press conference in September, which
Continental Airlines came out with assurances
garnered coverage in such publications as USA
that they would not follow suit, statements which
Today, Christian Science Monitor, CNNMoney.com,
received praise from ASTA and its allies, the Busi-
Business Week, Wall Street Journal, Bloomberg
ness Travel Coalition (BTC), the Interactive Travel
and the Washington Post. The diligent work on the
Services Alliance (ITSA) and the National Tour
part of ASTA members and staff went a long way
Association (NTA).
to educating Members of Congress to the fact that United’s merchant fee policy would pose a grave
In a statement, ASTA President and Chair Chris
threat to the travel industry that, if left unchecked,
Russo said: “Travel agents have been looking for
would expose millions of travel agency customers to
some sign that the consumer and travel agency
significant risks and higher costs. 13
When not hard at work in the halls of Congress,
for taking liquids and gels on flights in carry-on
ASTA developed numerous business resources
luggage.
for members’ use until the economy was again on stable ground. Among them were Webinars such
In July, with summer in full swing, ASTA mem-
as: Federal Loan Assistance for Travel Agents
bers elected to the Board of Directors national
Nuts and Bolts of Agency Acquisitions in 2009.
directors-at-large Patrick Byrne; Dan Lanser;
Along with two research reports—
Nina Meyer, CTC; Irene Ross, CTC; and Hope Wal-
2008 Travel Agency Service Fees Report
lace, CTC. Lila Ford, CTC, DS; Chris Russo; Kari
2008 Labor & Compensation Report.
Thomas, CTC, CNS; and Carol Wagner would fin-
Both white papers provided members with
ish out the final year of their terms. A month later,
benchmarking data they could use to determine
during the Society’s first virtual Board meeting,
their position relative to the competition and what
Chris Russo was re-elected to serve as President
measures they might undertake to further their
and Chair, with Hope Wallace, CTC, returning
agency’s growth. ASTA also would release its
for a second term as Vice President/Secretary.
2008 Marketing & Customer Retention Report,
Treasurer Nina Meyer, CTC; Ellen Bettridge
which in addition to offering benchmarking
(American Express), CAC member-at large; and
data for customer leads, provided insight on how
ASTA CEO Bill Maloney, CTC (ex officio) rounded
ASTA’s agency members retain their clients and
out the Executive Committee. The full 2009-2010
what marketing tools have proven the most effec-
ASTA Board of Directors would consist of the
tive .
Executive Committee and the domestic national directors-at-large, along with CAC representatives
Educating members on new and innovative ways to
Lee Thomas (The Travel Authority); International
market themselves was a focus over the summer.
Chapter Presidents Council Chair Robert Durant;
ASTA members were able to take part in several
and Chapter Presidents Council Chair John Lovell
webinars, such as the Top 10 Ways to Make
(Great Lakes Chapter) and chapter presidents
Your Site a Consumer Magnet, which exam-
Susan Aft (Southeast Chapter), and Karl Rosen
ined search engine optimization and other means
(Orange County Chapter).
through which travel agents could increase Web site views. And, for those looking beyond tradition-
That same month, ASTA wrote to the Congressio-
al marketing efforts, ASTA presented a Webinar
nal sponsors of then-pending legislation to reau-
that gave the inside track on utilizing social media
thorize the Federal Aviation Administration on
to expand a firm’s market reach.
so-called “back-to-gate” time limits for delayed passenger flights, requesting that Congress es-
ASTA released a series of travel tips proving
tablish a clearly-defined time limit beyond which
advice on traveling with children among other
passengers who have been subjected to lengthy on-
topics. And with summer travel reaching its peak,
board tarmac delays must be permitted to return
ASTA sponsored a Public Service Announce-
to the gate and exit the delayed aircraft. In its
ment (PSA), advising travelers of the Trans-
letter, ASTA wrote: “In the face of continuing de-
portation Security Administration’s 3-1-1 rules
lays and the evident lack of concrete efforts on the
14
part of the airlines to create a meaningful solution
Pestronk, who provided an in-depth look at the se-
thereto, and absent a robust reporting mechanism
rious issue of outside sales fraud and mechanisms
that would compel airlines and airports to report
for preventing fraudulent activity by independent
back to the Department of Transportation on their
sales contractors. Later that summer, Premium
actual progress in implementing the recommen-
members received a detailed look at the numerous
dations …, we see little hope for real progress in
resources ASTA has developed to help them pro-
this area without further action from Congress.
tect their businesses.
… [W]e respectfully ask that you establish a clear standard for the airlines to follow. A Congressio-
Members interested in taking a more active role
nally-defined standard will not in itself solve the
in shaping government laws and regulations took
inexorable problem of chronic flight delays, but
part in a Webinar in August, which focused on
it will surely represent an improvement over the
grassroots lobbying and provided participants
current system, in which people are trapped on
with easy-to –implement steps and advice for
planes without adequate supplies for hours on
making their voices heard at the state and federal
end.” ASTA’s objections did not fall on deaf ears,
levels.
and back-to-gate limits were established. The question of taxes came to a head as summer Because in today’s world of electronic commerce,
ended, when New York City announced a hotel
travel agencies are bound not only by the laws of
occupancy service fee tax. ASTA, working
the states in which they operate, but of the states
closely with ITSA and officials from New York
in which they advertise and have clients, ASTA
City’s Department of Finance (DOF), was able
developed a tool for Premium members, providing
to provide members with confirmation that com-
in-depth information on the seller of travel laws in
missions, “concierge” fees and service fees on rent
17 states, including the District of Columbia. This
paid by guest directly to hotel were excluded from
four-part package included the white paper
taxation under the new law. Members also received
Commerce Clause Analysis of State Seller of
clarification regarding the geographic and general
Travel Laws, a visual overview of the various laws
scope of the tax and the ways in which the tax
and where they intersect, a series of fact sheets
would be applied to the bundling and packaging of
summarizing each of the states’ seller of travel
travel components.
laws and sample disclosure language required for compliance with California’s Seller of Travel Law.
North America’s number one travel show,
ASTA also produced a white paper exclusively for
THETRADESHOW, took place in Las Vegas in
Premium members, explaining the nuances of the
early September, and brought together thousands
Airlines Reporting Corp.’s Electronic Miscella-
of industry professionals for the purpose of educa-
neous Document and Carrier Fees Project.
tion and networking. The show debuted a seminar track exclusively for travel suppliers and exhibi-
Premium members were also able to take
tors, providing them with new and improved ways
advantage of several exclusive Webinars, the
of increasing their market share, whether through
first produced by noted industry legal expert Mark
enhanced relationships with travel agents or tips
15
on new geographic markets. The networking op-
travel, personalized service, traveling on a budget,
portunities for suppliers were furthered with the
multi-generational travel, villas and private home
National Tourist Offices (NTO) Summit, with pro-
rental, and luxury travel.
vided NTOs an environment to discuss best marketing practices, and an evening reception solely
During its annual meeting at THETRADESHOW,
for exhibitors.
ASTA presented its 2009 Travel Industry Awards:
Another first was the Hosted Buyer program,
• Allied Member of the Year Award: Cynthia
whereby select agents had the opportunity to be
Perry, CTC, vice president of sales and indus-
hosted by a THETRADESHOW partner such as
try relations, Travel Insured International;
Wynn/Encore, Amtrak, Hilton or Starwood. This
• Travel Agent of the Year: Mary Louise Seifert,
program positioned THETRADESHOW as one of
CTC, owner, Welcome Aboard Vacation Center,
the elite travel trade shows, bringing together sup-
Inc. (Scottsdale, AZ);
pliers with highly qualified travel buyers.
• Travel Hall of Fame: U. Gary Charlwood, founder, Charlwood Pacific Group; and
The International Business summit provided a
• Young Professional: Jason Beukema, MCC,
forum for international travel professionals to meet
president and owner, Whet Travel (Miami
one-on-one and discuss global travel industry is-
Beach, Fla.).
sues. The group was given a preview of educational and networking events of interest going on over
ASTA also held its annual Advocacy Dinner, an
the course of the three-day event, and provided
evening during which speakers and special guests
attendees with the opportunity to establish a close
celebrated ASTA’s value in shaping political poli-
rapport with their fellow international delegates.
cies affecting the business of selling travel. During this event, ASTA member Olga Ramudo received
ASTA members interested in learning more about
ITSA’s Barbara O’Hara Advocacy Award for her
promoting themselves to the media were able to
leadership role in the fight against United Airlines
participate in a media training session held at this
merchant fees policy. Ramudo was an outspoken
year’s THETRADESHOW, which covered every-
critic of the fee shift and participated in an event
thing from the basics of drafting and disseminat-
for media in Washington, DC. Las Vegas was also
ing press releases to advice for media interviews. A
the location for a Premium Member Business Sum-
TV production crew was also on-hand to interview
mit, in which ASTA’s Premium Members again
ASTA members for travel segments that would ap-
gathered to share their business insights and hear
pear throughout the coming year on the cable pro-
from industry leaders on the state-of-play within
grams Inside Business with Fred Thompson and
the travel sector.
the Art of Living with MariLu Henner. All told, 10 ASTA members were interviewed on such topics as
At ASTA’s annual meeting, ASTA’s CEO Bill Malo-
travel trends, corporate and leisure travel, green
ney and President and Chair Chris Russo provided
16
members with updates on the Society’s numerous actions on their behalf over the previous year. Their addresses spotlighted everything from legislative and industry efforts on behalf of travel agents to consumer awareness initiatives, promoting the value of working with a professional travel consultant to consumers. These speeches prompted Travel Agent and Travel Weekly publications to praise ASTA for its efforts on behalf of members in recent years:
ASTA is doing more for its members than at any time I can remember. Its lobbying efforts are finding a toehold in Congress. Its education programs are engaging and relevant. [ASTA President Chris Russo’s speech at the annual meeting] as well as those of Bill Maloney, CEO, and Paul Ruden, senior vice president of legal and industry affairs, represented more activity and impact in the past 12 months than in any other one-year period I can recall in the last 20 years. —TRAVEL WEEKLY MAGAZINE
Travel agents need ASTA to provide forceful representation in Washington, D.C. and to defend travel agents from punitive regulation and taxation. From SBA business loans to IRS defining what is or is not an independent contractor the industry needs the ability to know what is happening and to be able to muster the expertise and legislative skills essential to survival. —TRAVEL AGENT MAGAZINE
17
4th Qua r ter: Kicking off the fourth quarter of the year, ASTA
presence on Facebook, featuring additional fan
and The Weather Channel entered into an agree-
pages for ASTA’s Young Professional Society and
ment to feature content from the consumer Web
ASTAnetwork magazine. LinkedIn was also
site TravelSense.org on Weather.com. Each article
home to four networking groups, all related to
not only promotes the value of working with a
ASTA.
professional ASTA travel agent, but links back to TravelSense.org and its ‘Find a Travel Agent’
ASTA again had a presence at the World Travel
directory.
Market in London, where in addition to an exhibition booth, ASTA CEO Bill Maloney, CTC, spoke
With the holiday travel season fast approach-
before international travel agents and tour opera-
ing, ASTA released a series of consumer-oriented
tors. In his speech, he revealed findings from AS-
releases, providing tips on holiday travel, planning
TA’s recent U.S. Package Travel Industry Survey
family reunions, travel during an airline strike
and discussed lessons international tour operators
and for women traveling alone. ASTA also revealed
might use to better understand their US competi-
its consumer travel forecast for 2010: the ASTA
tion and make sound marketing decisions and
Travel Agency Business Trends survey found
strategies when dealing with US travel agents.
that consumer interest in cruises would remain high for the upcoming winter and spring travel
In November at the joint meeting of ASTA’s Board
seasons, with the Caribbean and Mexico topping
of Directors and Chapter Presidents Council, Puerto
the destination charts for winter travel and spring
Rico was chosen as the host of the 2011 International
finding U.S. travelers heading to the Caribbean
Destination Expo. The Board also adopted new
and Europe.
International Chapter Standards, establishing rules governing International Chapter fundraising as well
ASTA’s daily news roundup, ASTA SmartBrief,
dues collections, and financial record keeping and
ended the year with close to 29,500 readers
reporting. The move unified ASTA’s international
from around the world, while the TSA 3-1-1 public
chapter policies, allowing for greater engagement
service announcement released earlier in the year
with international members and the expansion of
was aired on an estimated 624 stations across
international membership. The Board also endorsed
with country with more than 102 million audience
a new micro-fundraising initiative from the Mil-
impressions. By year-end, ASTA has five Twitter
lennium Foundation—MASSIVEGOOD—whereby
accounts, updating followers on everything from
consumers, through a donation of $2 at the time of
ASTA’s legislative efforts to TOP promotions and
purchase, can work to stamp out HIV/AIDS, malaria
THETRADESHOW. ASTA had also increased its
and tuberculosis in developing nations. 18
At home, ASTA members were able to take advan-
On Capitol Hill, ASTA praised a House action to
tage of webinars targeting ASTA’s Tour Operator
accelerate credit card reforms that would extend
Program as well those which offered members
protections for small businesses. While urging
ways to bullet-proof their business and an in-depth
Congress to finish its work on the bill, ASTA called
look at ASTA’s efforts in the areas of government
on the Senate to ensure that the bill’s protections
and industry affairs. International members,
apply to small business owners who rely on credit
meanwhile, took part in an exclusive Webinar,
cards to finance their business needs. “As travel
providing tips on growing relationships with U.S.-
agents and other small-business owners continue
based travel agents and tour operators. Thanks
to face difficulty in obtaining credit on reasonable
to the Webinar, Using ESOPs for Succession
terms from traditional lending sources, parallel
Planning and Business Sales , ASTA Premium
credit sources such as credit cards are more impor-
members were able to learn the ins and outs of
tant than ever,” said Chris Russo, ASTA president
employee stock ownership and how privately held
and chair. ASTA was one of 17 organizations to
companies can use them to arrange either for a
endorse a bipartisan amendment by Reps. Neil Ab-
tax-free sale of their business or for a tax-free
ercrombie (D-HI) and Nita Lowey (D-CA) to apply
diversification of their wealth.
Truth in Lending Act (TILA) protections to small business credit card transactions, an amendment
With the year coming to a close, ASTA released a
that was not included in the final version of the
series of valuable research reports providing mem-
bill, however.
bers with the 2009 ASTA Travel Agency Business Trends Report, the 2009 NACTA Independent
Meanwhile, the fight against United’s attempt
Agents Report and the 2009 Supplier-Travel
to shift its merchant fees onto travel agents and
Agent Relationship Marketing Report, which ex-
consumers continued into the last months of 2009,
amined the rationale behind selecting a preferred
with ASTA continuing to exert pressure for law-
supplier, among other issues. Those looking for
makers to hold a Congressional hearing on the is-
more in-depth information on inbound and out-
sue. At year end, the UA merchant fee shift policy
bound travel trends availed themselves of the data
remained a limited move applied to 28 agency
found in ASTA’s two international travel studies—
locations, while ASTA continued its work on Capi-
Non-resident Inbound Visitations Trends Overview
tol Hill and elsewhere to assure that agency and
and the U.S. Resident Outbound Visitations Trend
consumer interests in this matter are recognized
Overview. The white paper, Using Census Bu-
and protected.
reau Statistics for Market Segmentation, which explained the ways in which travel agents could use Census Bureau data to enhance their marketing was also made available.
19
LOOKING AHEAD As a pivotal election year, 2010 is sure to be
This year has already seen the introduction of leg-
marked by dramatic change in our country’s politi-
islation at the state level to apply hotel occupancy
cal and business landscape. Relations between the
taxes to travel agent service fees. ASTA remains
White House and Congress have soured, throwing
on the front lines of this issue, and is diligently
the fate of the Obama Administration’s first-term
working with its industry allies to prevent these
agenda into disarray. Major items remain on the
burdensome taxes from becoming law. The good
Congressional ‘to-do’ list, including a climate
news is that ASTA has a record of success in ral-
change bill; comprehensive immigration reform;
lying individual travel agents to weigh in directly
and long-overdue reforms to the financial markets.
with elected officials to explain how this law would affect their business. We hope to continue this suc-
A number of factors are responsible for these de-
cess in 2010.
lays, including ongoing partisan gridlock; struggles between the House and Senate leadership for
Finally, ASTA is working to grow its Political
control over the legislative calendar and Congres-
Action Committee, ASTAPAC. By bundling indi-
sional procedure; voter unrest due to the lingering
vidual political contributions to build relationships
recession; and even the weather. All indications
with candidates for federal office, this important
are that the rest of 2010 will see a scaled-back
tool allows travel agents’ collective voice to stand
agenda compared to what appeared likely in early
out among the multitude of interests competing for
2009. The stalled agenda may be cause for either
lawmakers’ attention.
relief or dismay, depending on your political perspective. The good news, however, is that the travel
As is the case every year, 2010 offers both signifi-
agency industry has several key opportunities to
cant risks and real opportunities for the travel
influence the political process in 2010.
agency industry. Be assured that ASTA staff is working for you every day.
20
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Flathead Travel Service, Inc., Kalispell, MT* Flight Centre USA Inc, Ramsey, NJ FlyBranson Travel LLC, Hollister, MO Forest Lake Travel, Columbia, SC* Fox World Travel, Inc., Oshkosh, WI Friendly Travel Inc./American Express, Alexandria, VA* Frosch International Travel, Houston, TX Gant Travel Management, Itasca, IL Gateway Travel Service, Farmington Hills, MI Geraci Travel, Fort Myers, FL* Global Custom Tours, Vestavia, AL Global Travel, Boise, ID Hayes Executive Travel Services, Inc., Dallas, TX Hena Turizm Seyahat Ve Organizasyon Hizmetleri Ticaret L, Istanbul, Hess Corporate Travel, Bountiful, UT Hickory Travel Systems, Inc., Saddle Brook, NJ HNL Travel Associates, Honolulu, HI Hogg Robinson Group (HRG) Worldwide, New York, NY Hub Travel Center Inc., Bedford Park, IL Hurley Travel Experts, Inc., Portland, ME Jauntee - Croatia Expert Travel Planning, Paso Robles, CA Leisure Travel Alliance, Inc., Austin, TX Mann Travels/American Express, Charlotte, NC Mansour Travel Company, Beverly Hills, CA MAST Vacation Partners, Inc., Oakbrook Terrace, IL Maupin Travel, Inc., Raleigh, NC McCabe World Travel, Inc., McLean, VA Menno Travel/American Express, Goshen, IN* Merit Travel Group, Inc., Toronto, ON Montrose Travel, Montrose, CA* MSP Travel Group, Inc., Mendota Heights, MN* Mundi Travel/American Express, San Jose, CA* National Travel Service, Charleston, WV Nexion, Southlake, TX Omega World Travel, Fairfax, VA* Orbitz Worldwide, Chicago, IL* Ovation Travel Group, New York, NY* Phoenicia Viajes Travel Group, LLC, Miami, FL Plaza Tours/Viajes Plaza, San Juan, PR Plaza Travel, Encino, CA Poe Travel, Little Rock, AR Polk Majestic Travel Group, Denver, CO priceline.com Incorporated, Norwalk, CT Protravel International, New York, NY* Radius, Bethesda, MD* San Diego Travel Group, San Diego, CA* Signal Travel and Tours, Inc., Niles, MI* Signature Travel Network, Marina del Rey, CA* Sky Bird Travel & Tours, Southfield, MI STA Travel, Lewisville, TX* Sterling Travel Agency, Inc., Huntsville, AL* Strong Travel Services, Inc., Dallas, TX* Tangerine Travel LTD, Bothell, WA The Travel Authority/TTA, Inc., Jeffersonville, IN* The Travel Society, LLC, Denver, CO
The Travel Team, Inc/American Express, Buffalo, NY* Travel and Transport, Inc., Omaha, NE* Travel Counsellors, Saddle Brook, NJ Travel Dynamics Group, Inc., La Jolla, CA Travel Guard, Business Travel Services, Stevens Point, WI* Travel Leaders, Memphis, TN Travel Leaders, Fort Wayne, IN Travel Leaders, Houston, TX Travel Leaders Child Travel/Albany Travel, Colchester, VT Travel Leaders Corporate, Coral Gables, FL* Travel Leaders Franchise Group, Eden Prairie, MN* Travel Leaders Rowlett, Myrtle Beach, SC Travel Leaders/Travel Plus, Commerce Township, MI* Travel Management Corporation, San Jose, CA Travel Planners International, Inc., Maitland, FL Travel Time Travel Agency, Inc., Lancaster, PA Travelfocus, Dallas, TX Travelink/American Express, Nashville, TN* TravelLeaders/ Goli’s Avenues of Travel, La Crosse, WI Travelocity, San Antonio, TX* Travel-On, Ltd., Beltsville, MD TravelQuest, Albertville, MN TravelStore, Los Angeles, CA Tzell Travel, New York, NY* Ultramar Travel Management International, New York, NY Uni Travel (PTY) Ltd, Cape Town, Uniglobe Instant Travel, Inc., London, ON Uniglobe Travel International, Irvine, CA* Uniglobe Travel Partners, Mount Arlington, NJ Universal/Accent Travel - American Express, New York, NY 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* Vision 2000, St-Laurent, Wal-Mart Stores, Inc., Bentonville, AR Wayland Travel, Inc., Wayland, MA WD World Travel, Vancouver, BC Wilcox Travel/American Express, Asheville, NC* Willett Travel, Studio City, CA Williamsburg Travel Management - AMEX, Atlanta, GA Wings Travel Group, Blue Bell, PA* World Travel Bureau, Inc., Santa Ana, CA* WorldTravelService, Washington, DC Worldview Travel, Santa Ana, CA Wright Travel, Nashville, TN Your Travel Center, Inc., Santa Barbara, CA (* Charter Premium Member)
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A S TA P r o u d Pa r t n e r s Premier
Gold
Silver
Amadeus American Express Avis Budget Group Best Western Business Travel News Intercontinental Hotel Group Las Vegas CVA Marriott International Orlando CVB Sabre Travel Network Starwood Hotels and Resorts Travel Weekly Turkish Culture and Tourist Office
Accor Hospitality Enterprise Holdings Hertz Hilton Worldwide Hyatt Hotels JetBlue Travel Insured International Travelport
ABC Corporate Services AirTran Airways CCRA International Nexion Tourism Cares Travel Age West Travel Research Online
A S TA’ s C o r p o r at e A d v i s o r y C o u n c i l ( C A C ) ADTRAV Travel Management All About Travel Altour American Express Retail Travel Network Azumano Travel Services/American Express Best Travel Casto Ensemble Travel Expedia Flight Centre, USA Hess Travel Hogg Robinson Group (HRG) Marathon Travel Nexion Omega World Travel Orbitz Polk Majestic Travel Group priceline.com Protravel International
RADIUS Signature Travel Network Strong Travel Services The Travel Authority/TTA The Travel Team/American Express Travel Leaders Corporate Travel Leaders Franchise Group Travel Dynamics Group Travel Planners International Travelink/American Express Travelocity TravelStore Ultramar Travel Management Uniglobe Travel International Vacation.com Valerie Wilson Travel Virtuoso Wings Travel Group
22
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