HIGH-PROFILE Asia specialist Helen Wong’s Tours is among almost 30 companies removed from the AFTA Travel Accreditation Scheme (ATAS) on the eve of a major marketing campaign to raise its profile.
Founder and Managing Director Helen Wong today questioned the value and effectiveness of the scheme, telling TD it appeared to be based only on meeting financial criteria and paying a fee.
“I cannot see any effort has been made to differentiate an ethical and a non-ethical agent, as some of the members should never be accepted,” Wong said.
“Today, anybody can call themselves a travel agent without any accreditation.
“I wonder how many consumers and travel agents really know what the functions of AFTA, ATAS and CATO are, or do they really care whether you are accredited companies or not.”
AFTA yesterday named 27 companies whose ATAS accreditation had been cancelled, including 20 that had failed to renew and seven that had voluntarily withdrawn.
The cancellations are in addition to others made earlier in the year, including that of Luxury Escapes which also questioned the value of ATAS (TD 03 Jul).
In Aug, AFTA released survey results it said showed an overwhelming support for ATAS from consumers, with 82% saying they would actively seek out an ATAS accredited agent when travelling overseas (TD 08 Aug).
AFTA this week launches a national television advertising campaign to further raise consumer awareness of ATAS, introducing the tagline “Travel Agents, Experience you can trust”.
Wong said her company would continue to hold a professional reputation, despite leaving ATAS.
“I still fully support the industry but I have to say I need some convincing on why my company needs to have the accreditation to be trusted by the consumers.”
Source: traveldaily