Media Contact                                                                                                 

Ellaine Deeken, Tourism Cares

ellaine.deeken@tourismcares.org

781.821.5990

New Good Travels Advisor certification helps travel agents support client

giving and volunteering, creating business opportunities while making a difference

ASTA, IATAN, the UN World Tourism Organization and the agency community champion

Tourism Cares online training program to launch September 26

CANTON, Mass. (September 7, 2016) –  Tourism Cares and the travel agent community are excited to announce the Good Travels Advisor program, an online training and certification platform that gives today's agents the knowledge and tools to support clients who want to give back to the places and causes they love.  The course, made possible by Marriott International, AIG Travel and others, will be launched at the American Society of Travel Agents (ASTA) conference on September 26, 2016.

The Good Travels Advisor (GTA) program has two purposes:

1.       To help travelers give and volunteer better, creating powerful experiences and connections while improving the impact of their contributions; and

2.       To help travel agents deepen existing client relationships and to find new ones.

Demand for meaningful and authentic travel experiences is exploding, and the value of giving and volunteering is illuminated in the 2015 Good Travels research conducted with Phocuswright. The study found that 55% of travelers gave back in some way in the last two years, which contributed to trip satisfaction and is especially important to millennials, families and the affluent. The “Ethical Traveler” is one of six major groups identified in the Amadeus study Future Traveller Tribes 2030.

Highlights of the training include:

• Tips on choosing good volunteer travel experiences and how to be a good volunteer, which can spur client conversations before a trip;
• Tips on fulfilling a client's charitable impulses sparked by travel, which can create relationship opportunities, especially after a trip; and
• Tips for agents on how to best help a beloved destination hit by a natural disaster, which can be used to create touch points with clients and prospects, as well as guide an agency's own response.

The course covers these best practices and much more, including an entire chapter on how to apply this knowledge to build your business.  Graduates have access to easy-to-use handouts and one year of GTA newsletters and support from Tourism Cares.  The multimedia course will take 60-90 minutes, includes a $22 contribution to Tourism Cares, and two continuing education units can be earned; it will be available at www.GoodTravelsAdvisor.org.

The GTA certification signals a new opportunity for travel agents: to become a trusted giving specialist, too, and there is evidence from the wealth management industry that advisors who engage in such high touch discussions have stronger client relationships, increased referrals and new business gained from their specialist positioning and reputation.

The travel industry is rallying to launch GTA, with endorsements from associations such as ASTA, IATAN and NACTA; agent consortia, including Signature Travel Network, which has pre-ordered a batch of courses, as well as Travel Leaders Group, Ensemble, Nexion, Hickory, MAST, etc.; and media such as Travel Weekly, travAlliance, Travel Market Report and Questex.

“It's about tuning in, getting to know the heart of the client and what passions drive them,” said Keith Waldon of Departure Lounge, the Austin, Texas-based agency.  “All of us, no matter what we specialize in — cruises, destinations, activities — need to incorporate giving back into the recommendations we make.  The fruits of this labor will be many layers of goodness. It will positively impact destinations and the people who live there. And in the process of hopefully making the world a better place to live, it'll be good for business.”

In addition to the program sponsors, the certification is made possible from sponsors of its five chapters who are committed to responsible travel and stewardship: Abercrombie & Kent, Amadeus, Collette, Cox & Kings, Micato Safaris, Monograms by Globus, Royal Caribbean, Rovia, TreadRight Foundation, Avanti Destinations and TripAssure.

To learn more about remaining program sponsorship opportunities, and for questions, contact Mike Rea, CEO (mike.rea@tourismcares.org)

# # #

About Tourism Cares

Tourism Cares, Inc., a US 501(c)(3) public charity, maximizes travel's potential to be a global force for good by leveraging the care that travelers and the industry feel for the places we love.  We unite the travel industry to make a greater impact on shared priorities, and to help each company fulfill its giving goals. Together, with leading travel and tourism companies and associations, we make a greater difference on 3 shared issues: helping destinations in need, supporting our workforce, and improving our corporate social responsibility. Learn more at www.TourismCares.org and @TourismCares.