Before the coronavirus outbreak, travel advisor Shawn Kendall of Trademark Vacations was planning an Ireland getaway for a group of eight siblings and their spouses. About a week before they were set to depart, the U.S. issued a travel advisory for Europe.
But a few days later, Kendall was able to confirm with his clients that their vacation was protected; it had been postponed to 2021 without any fees or additional costs.
Kendall is just one of the many travel advisors featured in a video montage commemorating the launch of the American Society of Travel Advisors’ (ASTA) “Not All Heroes Wear Capes” campaign, which debuted today on National Travel Advisor Day during a live webinar.
During the broadcast, Zane Kerby, president and CEO of ASTA, commended advisors such as Kendall and reminded them that although National Travel Advisor Day was being celebrated differently than ever before, it was still important to take the time to honor it.
“The day is usually filled with joy and fun,” he said. “In years past, we spent the day announcing supplier discounts, extra commissions and travel promotions. But this year, with most airplanes gathering dust in the desert, the entire cruise industry on pause and so much job and business loss in our community, it’s hard to get in that celebratory mood.”
However, he noted that ASTA is a community built upon strength and positivity and, for that reason, the organization is committed to celebrating despite the circumstances.
“No one would have wished for the pandemic, but it did thrust the work that you do — normally behind the scenes — into the spotlight,” he said. “Under ‘normal conditions,’ some dismissively wave off the need for a travel advisor. But in the wake of a pandemic, everyone is becoming a believer.”
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Indeed, the current situation has highlighted the importance of the travel advisor profession even more, as agents rushed to navigate “a fast-changing and precarious landscape” while using “empathy, skill and integrity,” according to Kerby.
No one would have wished for the pandemic, but it did thrust the work that you do –— normally behind the scenes — into the spotlight. Under "normal conditions," some dismissively wave off the need for a travel advisor. But in the wake of a pandemic, everyone is becoming a believer.
Hundreds of examples of this unwavering dedication were submitted to the association over the previous few weeks, with ASTA continuing to receive advisor testimonials each day. The “Heroes” campaign video, which features Kendall’s story, among others, is featured on travelsense.org (ASTA’s consumer-facing website).
“These stories really bring to life what you do for your clients every day,” said Erika Richter, senior director of communications for ASTA. “We saw travel advisors jump into action, bring their clients home while borders were closing and so much more. They are truly remarkable stories.”
In addition to sharing advisors’ stories, Richter encouraged ASTA members to share their successes with their local media outlets through a new toolkit feature that auto-populates a letter to the editor based on an advisor’s address. The form text is customizable.
“I’ve heard from several (members) who have taken their stories to local media; one member is doing an interview in Arizona with Telemundo, and another advisor is doing a segment with her local ABC network in New Orleans,” she said. “These are the types of stories your local media want to know about and want to hear from you as small business owners.”
Richter also asked advisors who share their own stories on social media to use the #TravelHeroes hashtag. Sized Instagram, Twitter and Facebook illustrations celebrating National Travel Advisor Day are available for download on www.asta.org/traveladvisorday.
The live broadcast also featured a one-on-one interview between Kelly Bigel, ASTA’s vice president of business development, and Vicki Freed, senior vice president of sales, trade support and service for Royal Caribbean International.
During the interview, Freed had a message for travel advisors wondering how they can be productive during the pandemic and beyond.
“We’ve always understood the value of the travel advisor; they’re the value interpreter and they guide the consumer to making the right buying decision,” Freed said. “But now, the role they play is going to be more important. Being educated is really key. The world has changed, and we’re going to have to articulate that. And travel advisors do it the best.”
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American Society of Travel Advisors
www.asta.org
