At the halfway point of 2025, the travel industry is facing
a holding pattern. On the one hand, many advisors and suppliers are riding high
on record demand, strong client pipelines and bucket-list trips that refuse to
stay on the bucket list. On the other hand, economists are waving their hands
like flight attendants in turbulence—warning of softening consumer confidence,
uneven global markets and a potential slowdown.
Across the travel ecosystem, from air to sea and everywhere
in between, the mood is one of cautious optimism tinged with uncertainty. The
early-year momentum we saw from both leisure and corporate segments has been
slowed by broader geopolitical tensions, ongoing regulatory shifts, and
persistent challenges in commission collection.
The current moment calls for more than optimism; it calls
for organization, clear-eyed judgment and unity.
In uncertain times, some show leadership and fortitude by
playing the long game. There's always life after every crisis. Sadly, others
choose a different, less collaborative path by adopting restrictive and
fragmented inventory strategies or draconian commission policies. All the
while, the traveler is juggling currency fluctuations, threatened border
restrictions and inflation.
If the last decade taught us anything, assessing conditions
and adjusting courses are the table stakes in our profession. ASTA nurtures
agility in our members in a variety of ways.
We’ve spent the last several months actively surveying
members of all business shapes and sizes to understand the shifting pressures
they face, from supplier policies to consumer expectations. We’re taking that
feedback straight to supplier headquarters all across the United States and to lawmakers
and policymakers here in Washington.
We’re also doubling down on one of the most pressing issues
in the industry today: ensuring fair and timely payment.
Too many of our members are chasing commissions that
should’ve arrived weeks or months ago. Or, they’re discovering too late that the
hard work they have done for their clients has been carved out as
“non-commissionable.” That’s unacceptable. Travel advisors are professionals
who deserve professional treatment.
On the advocacy front, we’ve secured major wins at both the
federal and state levels—blocking unfair taxes that would jeopardize advisor businesses
and pushing back against regulations that defy logic.
We continue to invest in the professionalization of this
industry, primarily through our Verified Travel Advisor (VTA) program. The VTA
isn’t a marketing gimmick, and it’s not just another item for your business
card. It’s a meaningful standard of excellence. And it’s catching on. More
suppliers, consortia, and hosts are recognizing VTA certification as a sign of
credibility, ethics, and a client-first commitment.
That momentum is part of a broader story: ASTA’s growth over
the past decade has been nothing short of remarkable. Our sold-out events, from
the River Cruise Expo to the Travel Advisor Conference, are proof that the
advisor community is eager for educational development and specialized
knowledge.
As the second half of 2025 unfolds, know this: ASTA is doing
more than just watching the weather. We’re charting the course forward and
doing so on behalf of every advisor who believes this profession deserves a
stronger, brighter future.
Let’s keep building it—together.
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