As 2025 draws
to a close, I’m struck by the extraordinary power of travel to unite people,
drive economies and expand human understanding. At its core, our purpose
remains unchanged: to champion the travel advisor community and empower people
to explore the world through connections that enrich lives and strengthen
understanding. Yet this past year has been transformative not just in growth
but in how travelers think, plan and move through the world.
One of ASTA’s
greatest strengths is our community, and this year reminded us of how vital
that community truly is. When members attend ASTA events, they help build more
than professional expertise; they strengthen our collective voice and reinforce
ASTA’s ability to confront the challenges facing our profession. Every
gathering, large or small, fuels our advocacy, our momentum and our shared
sense of purpose.
The resilience of American travelers continues to inspire me. Even with so many variables that
can impact travel from oil prices, geopolitical tensions, market shifts and
unpredictable weather, people are still eager to explore. Last year, more than
107 million Americans traveled internationally, and that number is expected to
increase by a few more percent this year. Nothing seems to slow their desire to
see the world, and that determination has highlighted the strength and spirit
that define this industry.
This year, ASTA
took bold steps to strengthen the value we deliver for travel advisors and
protect their economic interests. We began 2025 with fewer than 500 verified
travel advisors; by year’s end, we’ll finish with nearly 1,500. That momentum
accelerated with the launch of VeriVacation
in January, a platform designed to showcase ASTA
Verified Travel Advisors (VTAs) and validate advisor credentials for
consumers. Today, VeriVacation sees up to 1,500 consumers a day searching for
ASTA VTAs, and in 2026, we're doubling down on promotion to fuel even greater
visibility and trust.
In October, we
further expanded our advisor protections with the launch of ASTA’s
Slow- and No-Pay Supplier Initiative. We’re putting real pressure on
hoteliers who fail to meet their legal obligations to pay earned commissions.
Those who don’t will be added to ASTA’s watch list. Within days of launching, this
initiative produced results: we’ve recovered $1,700 in unpaid commission for a
member, and this is just the beginning.
Our advocacy
work reached new heights this year as well. ASTA congressional champions Rep.
Van Duyne (TX) and Rep. Titus (NV) introduced two ASTA-specific bills in
September: the Airline Refund Fairness Act, which brings clarity and fairness
to refund timing, and the ACPAC Modernization Act, which would give travel
advisors a formal seat at the table when airline regulations are crafted at the
Department of Transportation. These bills already have 8 and 3 cosponsors,
respectively, which is a powerful sign of bipartisan support for
advisor-focused reform.
At the state
level, we successfully fought back against harmful tax increases in Nebraska,
Virginia and Louisiana, and we pushed back against a burdensome new
registration proposal in Maryland. This work is often quiet, but its impact is
profound.
Since 2021, the
conversation has largely shifted from “when” to travel to “why not now.”
Travelers are no longer waiting for the perfect moment or the best deal.
They’re seizing the opportunity to make memories today. They’re choosing
experiences that align with their values and identities rather than chasing
destinations simply to check boxes. Across every segment, we’ve seen a rise in
multigenerational travel, adventure blended with wellness and an emphasis on
meaningful stays that tell a story.
For advisors
and suppliers alike, that evolution has been both a challenge and an
opportunity. Every itinerary now demands more creativity and precision. Today’s
travel professionals are no longer just planners. They’re strategic architects
of experience, balancing logistics, emotion and insight to create journeys that
resonate deeply. Travelers expect trips that are seamless and safe but also
authentic, surprising and emotionally rich.
If 2025 proved
our resilience, 2026 will test our imagination. This past year showed what’s
possible when creativity, collaboration and commitment come together to meet
demand and rebuild confidence. We’ve reached a point where travel isn’t just
recovering, it’s thriving. But the year ahead will challenge us to think
bigger: to turn stability into reinvention, momentum into innovation and
intention into measurable progress.
In January,
we’ll launch our inaugural ASTA Globes in Chicago, an awards gala designed to
spotlight the creativity, excellence and impact of travel advisors in a fresh,
compelling way. It's another step toward elevating the profession and showing
travelers why working with an advisor is more valuable than ever.
Looking ahead,
expect ASTA’s advocacy to become even more forceful within the industry, at
every level of government and to the traveling public. We will continue
building on our strengths: our global relationships, our expertise and our deep
culture of service. And we will push forward with renewed energy to meet this
new generation of traveler expectations.
As we step into
2026, let’s embrace this moment not just as a continuation of our momentum but
as a chance to lead, inspire and redefine what extraordinary travel means. The
future of our industry will be written by those bold enough to imagine it, and
it won’t just be about where people go but how we guide them there with
insight, empathy and purpose.
By Zane Kerby, President and CEO,
American Society of Travel Advisors (ASTA)
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