Zane Kerby: Reaching Out To Consumers

ASTA has devoted a good deal of its time and resources this year to reaching out to consumers, in an effort to raise awareness of the profession and the value of travel-agent expertise among a new generation of travelers. 

Travel Market Report and ASTA president Zane Kerby spent some time chatting about these themes and others that he will be addressing throughout ASTA Global this week. Here’s part one of our conversation. Part 2 will run in Wednesday’s Daily Report; stay tuned!

TMR: How will ASTA use this year’s consumer travel survey findings to highlight the value of agents not just for Millennials, but for all age groups?
Kerby: This is groundbreaking research from ASTA. For the first time we have evidence to show how travel agents save time and money: $452 and four hours per booking, to be exact. We continue to get weekly media inquiries about this. And in fact we plan to put it to the test.  

A major magazine recently reached out to ASTA; its editor didn’t believe some of our consumer research. “Can travel agents really save time and money?” They put together two proposed agendas and we put our best agents forward to create the most valuable itinerary, given the parameters. 

We knew the magazine was on to something. But the idea is half-baked. The value of a travel agent shines throughout the trip itself, and even when you get home. Travel agents are there for you every step of the journey. So we’ve decided to take the test one step further and actually send people on vacation and document the consumer experience. We’ll follow roughly the same outline…two trips, one with an agent and one without. 

What else has ASTA been doing this year to raise awareness of travel agents as valued advisers?
Kerby: ASTA’s proprietary research shows that one of the key obstacles to success for travel agents is awareness. But I think we’re winning that battle. If you’ve been reading or watching the consumer media this year, you can see the fruit of our efforts. 

For example, we worked with many prominent publications. A Boston Globe article reached 377,405 readers, and included the key element that agents can save consumers money. The Atlantic ran a similar story. The Washington Post ran a column about why ASTA’s code of ethics matters. The Post columnist, Christopher Elliott, tweeted the story out to his more than 125,000 followers.

Agents and ASTA also were in the spotlight as commercial flights began to Cuba this summer. Our VP of industry affairs, Mark Meader, was interviewed on CNN about it. We know that our agent members don’t always have the time to work the media. So ASTA will continue to influence these important conversations in the mainstream media. 

TMR: Where else does awareness matter for agents?
Kerby: It certainly extends to legislators on Capitol Hill and in state capitols. They’re consumers too, but they also are in a unique position to craft legislation and influence policy that impacts our industry. In August, ASTA and its Pacific Northwest members held an exclusive meeting with Rep. Rick Larsen (D-WA), the Ranking Member (and senior-most Democrat) on the House Transportation and Infrastructure Committee’s Aviation Subcommittee. (Virtuoso generously hosted this important meeting in its Seattle office.) The Congressman was able to see firsthand not only that travel agents exist, but that their businesses are thriving and innovating every day.

Rep. Larsen spent close to two hours with ASTA staff and a dozen local travel agency executives. We discussed business challenges such as access to airline ancillary fees, hotel “book direct” marketing, the new Department of Labor overtime rule, etc.  

And while you’re in Reno you should know…This is a one-of-a-kind annual event. As a travel industry professional you’ll obtain in-depth, interactive training on multiple fronts, including the most recent industry, government affairs and legal developments impacting the travel industry—an area in which only ASTA excels.