Marriott’s Sorenson Set To Speak At ASTA Global Convention
by James Shillinglaw /Sorenson will be interviewed on stage at the ASTA Reno conference. Photo: World Travel & Tourism Council
ASTA said Arne Sorenson, president and CEO of Marriott International, Inc., will be interviewed on stage by Peter Greenberg, travel editor for CBS News, at the ASTA Global Convention in Reno, NV, Sept. 25-28.
Sorenson’s appearance marks a growing effort by Marriott to improve relations with the travel-agency community. Last year Marriott was criticized by a number of agency groups for its direct promotions as well as a campaign to offer lower rates to customers that agents could not necessarily get for their clients.
But over the past few months Marriott has stepped up its efforts to repair relations with professional agents. Early this month it announced that it will again accept the CLIA number as identification for agents interested in fam rates and full commission, as long as they have passed the Marriott Hotel Excellence course. Marriott also has been highly visible at recent travel-agency group conferences, including CLIA’s Cruise360 and American Marketing Group’s conference for TRAVELSAVERS and NEST agents.
“ASTA is thrilled to welcome Arne Sorenson to our global convention,” said ASTA president and CEO Zane Kerby. “Agents need to understand the implications of changes to come in the hotel and lodging industry. Who better to hear it from than Arne Sorenson, the head of the biggest player in the hospitality industry?”
Earlier this year, ASTA commended Marriott for offering new loyalty member rates to those who not only book through Marriott channels, but also through select corporate accounts and travel agent partners.
Beyond Sorenson, the ASTA Global Convention will feature a number of top industry and outside speakers, including Sully Sullenberger, the US Airways pilot famed for his heroic landing on the Hudson River. Sullenberger is now an aviation safety consultant for CBS News. A movie about his exploits starring Tom Hanks will premier shortly before the ASTA Global Convention.