At the end of 2022, the Family Travel Association (FTA) introduced the Supplier Family-Friendly Certification Program, a first for the travel industry.
Now, the FTA is looking to grow its body of certified suppliers — including cruise lines, resorts, airlines, tour operators, destination management companies and even travel agents — and is inviting industry partners to nominate outstanding suppliers for the program.
As the FTA continues its industry-first program certifying companies that are truly family-friendly, we wanted to reach out to people who have hands-on experience working with these brands.
Anyone working in the travel industry is welcome to nominate a family-friendly supplier, including leaving a quote about the company that will be included in the supplier’s certification listing (if the brand is approved).
Our Analysis: Certification Helps Advisors Confirm Favored Partners and Find New Ones
Travel advisors should consider nominating their preferred partners who have not yet entered the FTA’s certification program to ensure that the suppliers are fully trained and reliable for their family clients. A wider pool of certified companies has the potential to also introduce agents to new brands that they can trust for family travel bookings. Nominated suppliers will have to go through the same application process and audit of their current practices as any supplier who applies directly would, so advisors can rest assured knowing that each and every certified supplier has been fully vetted.
Fast Facts: How the Certification Program Works
- For the program, the FTA developed industry standards and guidelines (vetted by FTA-certified advisors, media specialists and industry experts) that define what it means to be “family-friendly.”
- Each segment of the industry — including cruises, resorts, airlines, agents and more — has its own set of standards specific to its products and services.
- Once approved for the program, nominated suppliers will enter a certification phase, during which they will participate in a training program and receive guidance on how to create marketing packages that highlight their family-focused offerings.
- Industry experts who wish to nominate a supplier can simply fill out a form on the FTA’s website.
What They Are Saying: The FTA Is Looking to the Experts
“As the FTA continues its industry-first program certifying companies that are truly family-friendly, we wanted to reach out to people who have hands-on experience working with these brands,” said Kenneth Shapiro, Vice President and Publisher/Editor-in-Chief of TravelAge West, and President of the FTA’s Board of Directors. “So, we’re asking families, advisors and others to share the suppliers that they think do a great job supporting traveling families. These on-the-ground recommendations will hopefully be confirmed through the requirements and independent auditing that are part of the FTA certification process.”
