The American Society of Travel Advisors (ASTA)Â convened industry leaders at the National Press Club in Washington, D.C., for its annual Industry Forecast, addressing the evolution of the profession and the challenges shaping the travel landscape.
ASTA President and CEO Zane Kerby opened the event with optimistic industry data, reporting that U.S. outbound travel has surpassed pre-pandemic levels. “Ninety-eight million Americans left our shore in 2019, more than 107 million last year,” Kerby stated. He emphasized that despite ongoing uncertainties, “every month since tariffs were announced in February, outbound travel has increased from 2024 levels.”
Kerby highlighted the growing interest in travel careers, noting that the role of a travel advisor ranks among the fastest-growing jobs on LinkedIn. However, he stressed the importance of professional standards, announcing enhancements to ASTA’s Verified Travel Advisor (VTA) certification program. “Earning your VTA is a meaningful signal to consumers so they can trust you with their money and their most precious resource, their time,” he explained.
The organization also launched its hotel watch list to address delays in commission payments. “We are tired of excuses. It’s time to put slow and no-pay hotels on notice,” Kerby declared, outlining ASTA’s new system for reporting and addressing payment issues.
David Kolner, Executive Vice President of Strategic Communications at Virtuoso, presented findings from the network’s 2026 Luxe Report. “Sixty-seven percent of Virtuoso advisors are predicting an increase in travel demand next year,” he reported. Kolner also shared data showing that “bookings with travel advisors increased more than any other way of booking for U.S. travelers,” with an estimated 13.3 million Americans seeking to work with professional advisors.
ASTA Panel: Distilling Issues
The event’s centerpiece panel, “What Hurdles Does the Travel Industry Face?” addressed critical industry challenges. Moderated by Eric Maryanov, President and CEO of All Travel and ASTA Board Vice Chair, the discussion featured leaders from major travel organizations.
Nicole Mazza, Chief Marketing Officer at TRAVELSAVERS, identified professionalism as a primary concern. “Making sure that our industry stays professional. It is all of our brands out there. This is our industry. We need to protect it,” she emphasized.
Training gaps emerged as another significant challenge. Amanda Klimak, President of Largay Travel, described her company’s 8-month mentoring program while criticizing misleading industry advertisements. “There are a lot of ads on Instagram and things like that. Be an agent in 24 hours, pay $29.95. I live on the beach and I do email for an hour. And we know that’s not reality,” she stated.
Marc Kazlaukas, CEO of Avoya, focused on financial pressures, citing “margin erosion” as his primary concern. “You have three parts that hit you constantly. One is suppliers that are under pressure to lower cost. Two is rebates, obviously, and whether you match or not. And the third would be clients that are always asking for more and more.”
The panel addressed technology adoption, with Mazza advocating for AI integration. “Advisors need to adapt today. There’s a lot of really great tools that are on the market. We can’t be afraid of them,” she said, noting that proper AI use can “get three to four hours back in your day.”
Joshua Harrell, Chief Revenue Officer at WorldVia Travel Network, emphasized the entrepreneurial aspects of the profession, stating that training should address “how to be an entrepreneur because that is like the hardest job in the world.”
Tiffany Hines, President and CEO of Global Escapes, stressed the importance of client relationships in addressing commission delays and direct booking challenges. “If we have issues with that, that are ongoing, we choose not to do business with those companies,” she explained.
The discussion revealed industry resilience despite multiple challenges, with panelists expressing optimism about professional growth and the continued demand for expert travel services.
For more information, visit asta.org.
