Signature Backs ASTA's Decision to Rebrand

Photo by Ralf Geithe/iStock/Getty Images Plus/Getty Images

Signature Travel Network announced their support of the ASTA’s rebranding to become the American Society of Travel Advisors, following the announcement in the Travel Market Report on Thursday, August 9.

Signature Travel Network CEO & President, Alex Sharpe
Alex Sharpe

Alex Sharpe, Signature’s President and CEO said, “Replacing the term ‘Travel Agent’ with ‘Travel Advisor’ is a long overdue by our industry. Our members are so much more than the agents of the past. The term ‘Advisor’ more clearly reflects their expertise in navigating the vast options for leisure and corporate travel today. As true consultants they help clients maximize not only their travel dollars, but equally important, their travel time."

After a consumer research survey, the ASTA determined the words travelers most associated with a travel professional. Zane Kerby, President and CEO of the ASTA, said the word “advisor” was the most common and more accurate than “travel agent.”

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A complete rebrand announcement will be made at the ASTA’s Global Convention beginning August 21 in Washington, D.C.

Signature Travel Network is a member-owned, travel cooperative, headquartered in El Segundo, California, with a regional office in New York City. The network was established in 1956, and today, includes more than 200 member agencies with over 600 retail locations in the United States, Canada, Brazil, Australia, New Zealand, Mexico and the Caribbean. 

Collectively, Signature members generate more than $8 billion in annual travel sales.

This article originally appeared on www.travelagentcentral.com.

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