NACTA Exec: ‘We Had a Fantastic 2 Years’

As the independent contractor sector of the travel agency industry continues its fast-pace growth, NACTA, the National Association of Career Travel Agents, says it is focused on issues of prime importance to independents.

Timely issues such as ICs’ visibility with suppliers, NACTA’s own growing portfolio of supplier partners and the importance of harnessing the power of social and traditional media will top the agenda when the NACTA 2013 Convention kicks off in Fort Lauderdale later this month.

NACTA’s convention, which runs back-to-back with ASTA’s Global Convention, is set for Sept. 19-22 at the Westin Beach Resort & Spa in Fort Lauderdale.

Ann van Leeuwen, vice president of NACTA, sat down with Travel Market Report to give a sneak preview of the convention and discuss the issues affecting independent agents today as well as NACTA’s priorities.

What will be your message about NACTA at the convention?
van Leeuwen: We will talk about the state of the travel business and how NACTA is doing. We’ve had a fantastic two years. We are growing in membership and in new preferred suppliers. And we’re not as cruise-centric as we were. Hotel companies and land-based tour operators have an eye on NACTA and want to connect with our growing portfolio.

What kind of attendance are you anticipating?
van Leeuwen: We’re expecting about 250 at our convention. This is the first time that we’ve co-located the convention with ASTA. We were able to offer a dual convention rate for those who wanted to attend both, so they save on time and airfare cost.

What are highlights of the educational content?
van Leeuwen: Peter Kerr of Kerr Communications will give a seminar on effective negotiation. How do I negotiate with suppliers? How do I get marketing and co-op dollars? Kerr will also do a seminar on how to work with the media – how to interview with the press, how to write press releases, how to get your brand and agency name out there.

Another seminar is on social media and how to effectively use Facebook, Pinterest and Twitter. It will be presented by Denise Vogel, owner of Click of the Mouse. NACTA has grown its own Facebook presence, so we’re encourage members to use this tool for communication.

What are NACTA’s goals for 2014?
van Leeuwen: We have offered members community and education. Our next step is developing consumer tools that will help members promote their agency and brand. For example, we’re working on tools to upgrade agents’ websites, consumer email templates and direct mail pieces.

NACTA enacted stricter membership requirements this year. Why was this important?
van Leeuwen: Our aim was to screen out the hobbyists, people who are in the business of taking travel rather than selling it. We wanted to upgrade the association and emphasize the career aspect.

We are telling newcomers to align first with a host agency to get training and education. Once they have this expertise, then they can consider joining NACTA.

We are also now requiring that members have Errors & Omissions insurance, either through a host agency or directly.

Independent agents sometimes fly under the radar of suppliers. How are you addressing this?
van Leeuwen: Independents can be overlooked, so we are talking to suppliers about working with NACTA to find the independents. Nearly half of our members are not affiliated with a host agency. So suppliers may be missing half of the membership. Our priority is to help them make that connection.

Our members represent a lot of business potential for suppliers, including group business. Many members have strong group business because they are so well-connected within their communities.