5 Takeaways From ASTA’s 2026 Travel Advisor Conference

From May 27-29, nearly 1,500 travel advisors and suppliers came together at the Gaylord Pacific Resort & Convention Center in San Diego, California, for the American Society of Travel Advisor’s (ASTA) 2026 Travel Advisor Conference (TAC).

Through educational sessions and interactive workshops, attendees gathered tools and made new connections with which to bolster business and advocate for the advisor profession. There was time for play, too: At a kick-off party hosted by Carnival Cruise Line, attendees sipped from whole coconuts and swayed to cover songs sung by a live yacht rock band. The next day, a keynote presentation by author and motivational speaker Rachel Hollis had the crowd dancing to Beyonce.

“Whether this is your first time at Travel Advisor Conference or you are one of the longtime ASTA faithful members, your presence matters,” said Mark Meader, executive vice president of ASTA corporate, at the event’s May 28 general session. “Your presence matters, because every time this community gathers, this profession gets stronger.”

Here are a few key takeaways from the multiday event.

1. The Quest for Accountability Marches On

Last October, ASTA launched a platform through which advisors can report late or unpaid hotel commission. The move was the result of many conversations around the need for commission accountability, and a clear example of how ASTA advocates for industry professionals.

“To be clear, the optimal number of hotels on the hotelier watchlist should be zero,” Meader said. “We can't stand by and ignore the problem. The watchlist exists as a member-only resource on ASTA's website, and we periodically make it public, as well, as a service to the broader advisor community. Every travel advisor should know which hotels refuse to pay owed commissions.”

At a leadership briefing on May 27, Meader shared that yet another accountability tool is on the way — an “expanded form” that will allow advisors to report bad behavior from suppliers. According to Meader, that includes pricing decisions that put advisors at a disadvantage, excessive client-poaching tactics and refusal to pay commission on fully paid trips canceled after the full penalty date.

“These are egregious practices that interrupt the trust between advisor and client,” Meader added. “We don't believe [these practices are] fair, so ASTA is going to work with suppliers to minimize [them]. Our goal is not conflict — it is accountability, transparency and healthier long-term alignment across the industry.”

2. ASTA’s Advocacy Efforts Tackle Problematic Media and Laws

A little over a month ago, a Philadelphia news show ran a segment about travel advisors. Unfortunately, the story suggested that consumers might connect with an advisor to get trip ideas, then go book the vacation themselves. According to Meader, a group of local Philadelphia advisors pushed back, as did Michael Schottey, vice president of membership, marketing and communications for ASTA. The result? The same news team ran a story highlighting the value of advisors and pointing viewers to ASTA’s consumer-facing VeriVacation website, where they can find a trusted advisor.

“ASTA is going to continue fighting for its advisors on every front,” Meader said. “We're going to continue defending the advisor-client relationship from those who would undermine it, and we're going to continue telling the story of this profession. We're going to do that loudly, we're going to do it consistently and we're going to do it unapologetically, because the future of the profession depends on trusted professionals, strong standards and a trade association willing to fight for both.”

We're going to continue defending the advisor-client relationship from those who would undermine it, and we're going to continue telling the story of this profession.

ASTA is also fighting on the political front. Just this week, Maryland governor Wes Moore signed the "Don't You Worry (Wurie) Act" into law in response to the death of residents Isatu and Alieu Wurie, who passed away while on a pilgrimage to Mecca. The trip was booked through an unlicensed Maryland tour operator. The new law is set to go into effect on Oct. 1 and will require travel sellers to register with the state if they operate within Maryland or sell travel to Maryland residents. It also stipulates that travel sellers pay a $300 annual fee, provide proof of Errors and Omissions (E&O) insurance and hold a minimum $1 million in liability coverage.

ASTA lobbied against the law prior to its passage, and plans to continue that work in the coming months. It’s unclear who the law applies to, and how it will be implemented. While ASTA supports consumer protections, it also aims to minimize “regulatory burdens on professional, ethical travel advisors and agencies in Maryland and across the country.”

There are numerous outstanding questions ASTA hopes to get answers to, including who specifically needs to register, who must hold the insurance policy and if both E&O insurance and professional liability insurance are required.

3. The Verified Travel Advisor Program Continues to Grow

The barrier to entry to becoming a travel advisor has long been considered too low. In an effort to elevate it, ASTA launched its Verified Travel Advisor (VTA) certification in 2017; the four-course program delivers essential knowledge to career-minded advisors.

And more advisors are joining the ranks. Among pre-event offerings on May 26 was a full-day VTA Fast Track Workshop. Registrants needed to arrive having done some pre-study; at the end of the instructional day, a single test assessed advisors’ learning (as opposed to one test per module, as they would complete in the online version). Out of 67 participants, 43 passed the test — a 64% pass rate.

“The Fast Track Workshop expedites their ability to get certified, but it's still tough,” Meader said. “Even if they don't pass, in my view, it gives them the unique opportunity to have learned from Peter [Lobasso] and the team.  Then they can go back to their offices, take the four individual tests, pass them and become certified, as well.”

4. More Updates to VeriVacation.com Are Coming

In late 2024, ASTA debuted VeriVacation, a consumer-facing database full of trusted VTA program graduates. Meader shared that the website garners around 2,000 visitors a month, and that lead success stories are coming in from VTAs in the database.

“ASTA is putting substantial resources behind promoting VTAs,” Meader added. “This spring, we enhanced the user experience on the VeriVacation platform, which will set us up for even greater success and awareness among consumers in the months ahead. But the work is not done. We're also upgrading VeriVacation functionality by adding featured experiences, expanded video content and faster advisor-consumer connection tools.”

5. ASTA’s Young Professionals Society Steps Up

For the first time ever at TAC, ASTA’s Young Professionals Society (YPS) hosted a workshop focused on the needs of advisors ages 45 and under.

During the session, dozens of attendees reflected on challenges their demographic faces, from finding mentors to prohibitive costs around conferences and work-related travel. They also connected over support systems they appreciate, such as host agencies, and shared educational goals; many wish to learn more about lead generation, marketing and social media strategies and best business practices.

The workshop also aimed to involve attendees in “the evolution of YPS as a community and leadership platform.” Chelsey Keenan, owner of PACK (Planning With Chelsey Keenan), was among the moderators; she urged advisors in the room to stay connected via the YPS Facebook page, and to consider being a YPS representative within their local ASTA Chapter.

Christina Viera, owner of Showcase the World Travel and ASTA National Committee Communications chair, volunteered during the session.

“YPS is so important to me personally, because when I entered the industry, it was intimidating to be the youngest person in the room,” Viera said. “[YPS members] have so much opportunity to support and connect with each other. The joy in being a part of a major change and movement in the industry has been exciting, but better than that is finding the group of women I have been working with. I have never felt so seen, loved and supported. The committee has become my biggest cheerleaders.”