As travel advisors continue to navigate an increasingly complex, ever-changing industry, the American Society of Travel Advisors’ (ASTA) Travel Advisor Conference returns this year with a sharp focus: helping advisors run smarter, more efficient businesses. Set to take place in Salt Lake City from May 20-22, this year’s event emphasizes tools and technology to help advisors scale their businesses sustainably.
Last year, the event rebranded from the ASTA Global Convention to the ASTA Travel Advisor Conference — a shift that reflects the organization’s evolving mission of providing advisors of all levels with practical insights to help them grow their business and advance professionally.
“We did away with a theme that changes from year to year,” said Sarah Little, senior vice president of business development at ASTA. “Instead, we aim for our annual conference to be a place for all travel advisors, at any stage in their career, to come together and take their business to the next level.”
This year, the event’s educational offerings reflect this shift. The ASTA team curated the conference’s programming based on direct feedback from its members. By discussing and identifying the issues that are impacting travel businesses, the team developed sessions that educate on and address these challenges, while sharing actionable strategies to overcome them.
“Most advisors need one thing at the moment: more hours in the day,” Little said. “Our educational offerings are focused on processes and technologies they can master to automate [tasks] and actually give them more hours in the day to do what they do best — make travel dreams come true.”
This year’s session topics range from accessibility and AI to management, marketing and negotiation techniques. To ensure that attendees get the most value out of their three days, ASTA’s educational offerings are divided into three tracks: “cultivate,” for advisors new to the industry; "accelerate,” for experienced advisors looking to scale their business; and “innovate,” for industry veterans ready to tackle high-level strategic challenges. Attendees are also encouraged to mix and match sessions across tracks to customize their experience and get the most value from the conference.
In addition to educational sessions, attendees will hear from keynote speakers such as Dr. Michael Cheng, dean of the Chaplin School of Hospitality & Tourism Management at Florida International University; Dr. John Rose, chief risk and security officer with Altour; and Jackie Marks, global head of trade brands at ALG Vacations. This year’s featured speaker will be Aron Ralston, an author and adventurer, as well as the subject of the film, “127 Hours.”
ASTA’s Travel Advisor Conference also offers attendees the chance to get formally certified. Advisors can earn their Verified Travel Advisor certification through a fast-tracked, on-site program, which includes early access to four core courses and a dedicated workshop before the conference starts.
“We need to better communicate to consumers the value of advisors who embrace those best practices,” Little said. “The mission of our organization is not just to hand out certifications or do education for education’s sake, but to embolden a generation of travel advisors to embrace a culture of continuous improvement.”
Just as the conference’s programming is designed to meet advisors where they are, so is the location. This year’s host destination, Salt Lake City, was selected specifically with accessibility and affordability in mind. With budget-friendly transportation and hotel options, Salt Lake City makes the Travel Advisor Conference practical and accessible for advisors around the country. As a bonus, the city offers beautiful mountain views and plenty of diverse tourism experiences that attendees can enjoy and add to their client offerings. Meanwhile, conference-goers can stay at one of Hyatt’s (an ASTA Proud Partner) newest properties, the Hyatt Regency Salt Lake City, which will also serve as the event’s venue.
Beyond the setting, the ASTA Travel Advisor Conference seeks to provide meaningful value to travel advisors — through continuing education, networking opportunities and a focus on practical skills. Whether attendees are new to the industry or already leading large agencies, the conference’s objective is the same: to give them the tools to grow, adapt and manage successful businesses in the evolving travel industry.
“Our goal for attendees of the ASTA Travel Advisor Conference is that they leave better equipped to leverage the technology of today, solve the problems of tomorrow and serve as trailblazers in this beautiful industry we all love,” Little said.
Advisors must register by April 18 to secure a spot in ASTA’s room block. Rates will increase after April 20. For more details, visit ASTA’s advisor registration page.
