Sarah Little is the Senior Vice President of Business Development at the American Society of Travel Advisors (ASTA)
In my 13 years at ASTA, I’ve seen the travel industry change countless times. Business models evolve, technology shifts how we work and new challenges constantly emerge. Through it all, one thing has always remained clear to me: strong partnerships are at the heart of a thriving travel industry.
Partnership isn’t just a slogan we put on a banner or a talking point for a conference stage. Real partnership is about people committing to one another’s success. I’ve witnessed suppliers go above and beyond for advisors, not because it was easy, but because it was the right thing to do. Those kinds of investments create loyalty, credibility and a foundation for long-term growth.
One of the most important lessons I’ve learned is that cultivating strong partnerships early pays off in powerful ways. Many suppliers naturally gravitate toward agencies already producing $50 million or more in sales. While those relationships matter, some of the most impactful opportunities lie with new-to-industry advisors. These professionals are just starting out, still deciding where to focus their energy and which brands to champion. When a supplier invests in them through education, mentorship and relationship-building it often results in loyalty that lasts an entire career. Those early seeds grow into long-term partnerships that yield dividends for everyone involved.
Sarah Little, Senior Vice President of Business Development, ASTA. (Photo Credit: ASTA)
At ASTA, we’ve also seen how partnerships come alive at events. Over the past few years, we’ve expanded our calendar from three annual events to nine, and most of them sell out. That’s not by accident. It’s proof that advisors and suppliers value opportunities to connect, collaborate and learn from one another. Events aren’t just gatherings; they’re where trust is built, where deals take root and where relationships transform into true partnerships.
This industry is, at its core, a relationship business. Technology will keep advancing, business models will continue to shift and outside forces will always challenge us. But partnerships are what tie us together and give us resilience. When we cultivate them thoughtfully with honesty, consistency and a long-term view they become the engine that drives innovation and growth.
For me, that’s what makes working in this industry so rewarding. Every day I’m reminded that our greatest strength isn’t just in the products we sell or the trips we design. It’s in the partnerships we nurture. Those relationships are the foundation of our past, the driver of our present and the key to our future.
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