When the Australian Travel Industry Association (ATIA) announced the launch of the Committee of Independent Travel Agents and Advisors (CTA) last week at Beyond Borders, many agents were encouraged by their mission of advocacy and collaboration.
“We know that strength comes from representation that reflects the full breadth of our industry. Every member segment – independent, retail, corporate, tour operator, and wholesaler – faces its own opportunities and challenges,” said ATIA Chair Christian Hunter of CTA, which is set to launch later this year.
“CTA allows independent agents to help set priorities, guide advocacy and policy work, and stay closely connected to the issues that matter most to their businesses.”
Robyn and Murray Sinfield from Home Travel Company are “thrilled” with the news and feel that it is essential that as independents, they have the opportunity to have a say in industry matters and “share our insights from the desk level”.
“This independent committee will ensure every member segment has a clear voice in national industry leadership, allowing for collective action on issues that impact us daily, excluding commercial matters like commissions,” Robyn Sinfield told travelBulletin.
Michael Krywyn, Head of Commercial at Slice Group, said he is looking forward to the council supporting independents and working together to “create meaningful reforms and ensure the travel industry remains resilient, innovative, and inclusive”.
“I hope the Council can support independents through fair representation, streamlined compliance, and access to tools and insights that help us stay competitive,” he said.
Meanwhile, Connected Travel’s Marissa Papas “absolutely loves” the idea of CTA and believes it is a step in the right direction.
“Collaboration and unity are exactly what our industry needs, and while there’s still a way to go, this is a huge leap in the right direction,” she said, adding the importance of a robust strategy for any council such as CTA to ensure its success.
“I’m all for anything that raises the bar in our industry, but it has to be meaningful and not just another logo on an email signature. If an agent council is going to be created, it needs a clear purpose, genuine representation across all business models, and the ability to influence real change.”
Travel Agent Finder’s Anna Shannon is also looking forward to the launch of CTA on behalf of the fast-growing sector of independent agents, but questioned the eligibility criteria for those wishing to join the organisation, particularly the requirement that nominees must represent a current financial member of an ATIA-accredited agency.
“Many of those already have representation on the existing board, while the truly independent agents (those operating outside of these networks) are often the ones feeling unheard,” she noted.
“If they’re excluded, the initiative risks missing the very voices it aims to empower.”
ATIA CEO Dean Long told travelBulletin that the council is open to anyone who is ATIA accredited, whether they are full or concessional.
“You do have to be a member though – we’re a membership organisation,” he said.
“If you’re not, you can sit on the outside and continue to whinge, nothing [will] happen and you’ll be very ineffective.”
Jack Taylor, MD at Performance Travel and Chair of the Australian Travel Agents Co-Operative, is “thrilled” to see independent agents being given a stronger voice”.
“Independence thrives on choice, and this Council is a powerful step forward for our sector,” he said.
“Let’s not let the pursuit of perfection hold back progress.”
The launch of CTA is the result of almost a year’s work at ATIA and is part of its plan “to give every member segment a clear voice in national decision-making”, explained Hunter.
“We’re proudly creating the right spaces for every segment to be heard, to lead, and to strengthen our united voice,” he said.
Expressions of interest to join the CTA are now open.
“If you’re an independent agent and not yet part of ATIA, now is the time to get involved,” said Hunter. “The more voices we have at the table, the stronger our industry becomes.”
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