Unlocking Success: The Benefits of ASATA Membership for Travel Agents

Last updated April 18, 2024

In a world where travellers seek peace of mind, ethical conduct, and professional service, ASATA stands as a beacon of trust and expertise. The association not only represents a commitment to industry standards but also provides a supportive community for travel professionals striving for excellence.

For all South African travel agents looking to elevate their businesses to new heights, let’s explore the reasons to consider joining the other 90% of the industry in becoming an official ASATA member.

So what exactly is ASATA?

Representing over 90% of the South African travel industry in terms of market share, the Association of Southern African Travel Agents (ASATA) is a representative membership forum encompassing South African retail travel agents, travel management companies, wholesalers, and suppliers of travel-related products and services.

The Association’s primary mission is to support members in meeting consumers’ needs of value and security through developing and maintaining the highest level of expertise and professionalism. This is achieved through the Association’s Code of Conduct and the ASATA Charter, making expert resources available for members and facilitating open dialogue among key stakeholders through various industry summits.

Why ASATA Membership Matters

Added Trust

In order to become ASATA members – and stay ASATA members – travel professionals must adhere to a strict Code of Conduct, Constitution, and Charter. These documents are guiding beacons for travel agents, ensuring they embody the four fundamental ASATA principles: professional service, ethical conduct, trustworthy behaviour and market leadership. On the other hand, they also provide a safeguard for the traveller, ensuring they can travel with peace of mind when dealing with an ASATA-accredited agent.

Expertise in Travel

ASATA members are not just travel agents; they are experts in the field. The Association is dedicated to supporting its members in maintaining the highest levels of expertise by delivering surveys, reports and white papers to members for strategic planning purposes and providing regular updates on industry issues and activities through their informative newsletter. All this to say, ASATA-accredited travel agents have the upper hand on expertise in the industry and travel clients know this.

Collective Power

90% of the South African industry market leaders stand together under the umbrella of ASATA to drive innovation, excellence and impactful change in the travel industry through collective impact. The Association provides a platform for travel professionals to come together, form strong partnerships and collaborate on effective strategies for change by organising regular industry summits and events. ASATA members can rest assured that they form part of a credible industry voice that is guaranteed to be heard.

Making Life Easier for Travel Agents

ASATA lightens the load for travel agents by offering a member-only portal brimming with valuable resources and industry updates, freeing agents to dedicate the bulk of their time and energy to serving clients exceptionally well. The Association slogan ‘Travel with Peace of Mind’ therefore works both ways, assuring travellers that they can trust ASATA-accredited agents for peace of mind and reassuring travel agents that they are equipped with all necessary resources to provide top-quality service.

Requirements for ASATA Registration

To complete their ASATA registration, travel agents need to meet certain basic requirements:

  1. Must be a travel business domiciled in Southern Africa that has been trading for at least one full financial year.
  2. No director, owner or manager of the travel business must be an un-rehabilitated insolvent or have been insolvent in the last 5 years.
  3. Must be an IATA accredited agent, or have a ticketing agent that is an ASATA member.
  4. Must undertake to operate in accordance with the ASATA constitution, code of conduct, terms of reference, advertising guidelines, and the laws of South Africa.

In addition to compliance with the terms above, the following documents will also be required when applying for membership:

  • Signed permission for ASATA to perform a criminal history and credit check on the company or close corporation and its shareholders, directors, members, the CEO, and managers
  • Letters of good standing from two travel suppliers who are members of ASATA
  • If the applicant is not an IATA-accredited agent, the applicant must confirm who will issue tickets on the applicant’s behalf
  • A valid Tax Clearance Certificate / Pin
  • A current B-BBEE certificate or EME/QSE affidavit
  • CIPC registration document
  • The most recent financial statements (conditions apply)
  • Proof of payment of the non-refundable administration fee

If you are serious about applying for ASATA membership, you should read about the full membership criteria and required documents.

Global Accommodation – an ASATA Partner Member

A notable demonstration of our commitment to excellence is our partnership with ASATA, of which Global Accommodation is a proud Partner Member. This partnership symbolises a shared dedication to professionalism, ethical conduct, and market leadership within the travel industry. Travel agents who choose to work with Global Accommodation as their preferred B2B accommodation booking partner can trust that we are committed and equipped to provide the best service possible to themselves, and in turn, their travel clients.

Disclaimer: Please note that the information provided in this article is for general reading only and does not constitute legal or professional advice. Global Accommodation does not take responsibility for any errors or omissions in this article and readers should take note that some of the information in this article is subject to change (E&OE). Always consult your legal and/or financial advisors before making any decision that may have an impact on your business.

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