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Industry Study to provide basis for Travel Industry Foundation

The American Society of Travel Agents (ASTA) announced that it will be conducting a study, sponsored by…

The American Society of Travel Agents (ASTA) announced that it will be conducting a study, sponsored by Marriott International, for the purpose of gathering the industry’s input about its potential support for an innovative travel foundation, tentatively called the Travel Agency Industry Foundation. The Foundation’s mission would be to provide the travel industry with relevant research that will be used to educate travel agents and the entire travel industry.



The 10-week feasibility study, conducted by Community Counselling Service Company, Inc., will survey key leaders from all sectors of the travel industry about how they see such a foundation fitting into the travel industry marketplace. Results of the study would be used to launch the new industry foundation.



The travel industry is going through a transition period and we must all take on new roles. We are grateful to Marriott for providing ASTA with the backing to embark on this ambitious project, said Richard M. Copland, CTC, ASTA president and CEO. ASTA and Marriott are actively looking to develop and fund new programs to help agencies and suppliers remain viable in the challenging business environment. Experience shows that market intelligence and comparative data are essential tools when it comes to both travel agencies and industry suppliers assessing their competitive positions.



The Foundation committee will have both the intellectual and financial resources to develop the types of programs for individual suppliers and organizations that previously were unheard of in the industry. The committee will identify, prioritize and pursue industry research that will yield the greatest profit and return for agents and suppliers,
he said.



Marriott is pleased to support ASTA in its endeavor to enhance professional travel agents’ and suppliers’ expertise through education and market research. Our company is known for a strong commitment to educating our associates and to conducting research. We have extended this strategy to travel agents with our continued support of training programs. We look forward to working with ASTA as it creates programs to increase professional travel agents’ profitability and knowledge in areas such as business management, travel trends and destinations and to support suppliers in adapting to industry changes, said Fred Miller, vice president, global sales, Marriott International.



Strong, focused research will provide the industry with reliable data and benchmarks to help chart progress and compare positions with those of others in the industry, said Copland. As such, part of the proposed foundation’s objective would be to enhance consumer awareness of the travel industry through public service announcements, media tours, publicity campaigns and advertising on both a national and grassroots level.



This Foundation will better position us with other businesses and government entities,
concluded Copland.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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