In 2017, the Family Travel Association (FTA) opened its doors to travel agents, looking to connect professional advisors who are dedicated to the specialty of family travel with suppliers, destinations and other industry members, while expanding their knowledge of this critical market segment.
Over the last 18 months, the FTA has been focusing resources and programs under what it calls the “Agent Initiative.” This effort aims to broaden advisors’ expertise; strengthen the relationships between agents, consumers and the travel industry; and amplify the perspective of all its agent members by providing a platform for networking and professional development.
One of the key aspects of the FTA Agent Initiative is educating travel consultants, and this year, it launched the FTA Academy, the industry’s first training and certification program. This 23-module, video-based training program helps agents gain the professional knowledge necessary to serve the needs of families and the unique challenges of planning travel for them.
After agents complete the informative and entertaining training videos, they must pass a 50-question comprehensive online test to receive their certification. Those who pass the test receive a certification “badge” they can display on their website, email signatures, business cards and marketing materials.
Travel professionals already certified by The Travel Institute will earn three Continuing Education Units once they become an FTA Member and complete the FTA Academy.
A second important pillar of the FTA’s program is providing new insights into the ever-evolving family market. For the last four years, the FTA has worked with the New York University School of Professional Studies, Jonathan M. Tisch Center for Hospitality and Tourism, to delve deep into family travel habits through the industry’s leading consumer survey, the U.S. Family Travel Survey. The research compiled in the survey helps agents sharpen their business plans and develop family travel sales opportunities more effectively.
In the near future, the FTA will be launching a series of programs that will provide tools that help agents use this research for better sales and marketing efforts. In addition, the FTA will be conducting a series of Facebook Live sessions to present the data and provide deeper insights.
Advisors can stay on top of developments through the FTA’s website.
The Details
Family Travel Association
www.familytravel.org
