ASTA: 75 Years of Fighting for Travel Agents and the Traveling Public

2006 commemorates the 75th anniversary of the American Society of Travel Agents (ASTA), the world’s largest travel trade association. Since its founding on April 20, 1931 as the American Steamship and Tourist Agents Association, ASTA has remained true to the mission outlined by its founding members. Even in the face of recent predictions of the demise of travel agents, ASTA’s current initiatives fighting for travel agents and for the traveling public indicate a promising future for travel agents and for the Society.

In the 1930s, when agents were booking 80 percent to 90 percent of all steamship travel, ASTA was urging ship lines to adopt agent-friendly policies and trying to persuade hotels and railroads to pay agent commissions. When war in the ’40s curtailed all but essential travel, ASTA members fought for the survival of their association. In 1946, one year after its formation, the International Air Transport Association (IATA) cut agent commissions to 5 percent from 7.5 percent. ASTA was there to fight for its members. Around the same time, the Society changed its name to the American Society of Travel Agents.

In the 1950s, ASTA won a 27-year battle for rail commissions. It was in the ’50s that the Society broke new ground by introducing a home study course, the industry’s first basic training tool. In the 1960s, ASTA made a lot of progress in education, holding its first School at Sea and opening seven travel schools. In 1968, when President Johnson restricted travel outside of the United States, ASTA waged the largest grassroots campaign of its history.

In the 1970s, ASTA formed several institutions that continue to benefit members today. ASTA Marketing Services, Inc. (AMSI), was established as a subsidiary of ASTA designed to help ASTA member agents get high quality products and services at discounted prices. The ASTA Political Action Committee (ASTAPAC) was formed to lead the fight for agents’ interests in the political arena.

In the 1990s, ASTA published the Travel Agent Manual. In 1995, seven major airlines capped agency commissions at $50 on domestic tickets. ASTA filed an anti-trust lawsuit that was settled out of court for $86 million. Before the end of the decade, commissions were cut or capped five more times. In 1999, ASTA secured a Justice Department investigation of five carriers’ plan to launch a joint-Web site. ASTA published the Air Travelers Bill of Rights and secured Congressional endorsement of the key principles of the bill, as well as gaining passage and funding of the Consumer Access To Travel Information Act.

In the first years of the new millennium, ASTA has continued its efforts to support travel agents and to fight for the traveling public in the legal and legislative arenas. Several ASTA-endorsed pieces of legislation to protect passenger rights and end airline preemption went to Congress. ASTA is also pursuing legislation that would remedy the consequences of anticompetitive, predatory behavior on the part of airlines by giving travel agencies the right to bargain collectively.

The Society has kept up its efforts in the area of supplier relations. ASTA is also improving its member communications and giving members tools to launch or improve their own advertising and public relations campaigns. Educationally, ASTA is working on several new programs, including free or reduced-rate specialist programs at all ASTA events and the chance for agents to earn a degree using life experience, industry experience and industry educational programs.

“In this world of rapidly changing technology and shifting alliances, ASTA has managed to stay relevant for its members,” said Copland. “Additionally, ASTA members continue to thrive as more and more travelers see the benefits of consulting an expert when making travel arrangements. In order for ASTA and its members to stay relevant, the Society will focus not on the past of our industry, but on the needs of our future customers.”

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