A REBRANDING of the AFTA Travel Accreditation Scheme (ATAS) will see the “AFTA” replaced by “Australian,” in what the Federation’s CEO Dean Long described as an “exciting evolution” of the program.
In an update to AFTA members yesterday he noted that “we can and should be justifiably proud of the fact that the AFTA Travel Accreditation Scheme (ATAS) is truly the largest and most representative accreditation scheme for Australian travel businesses”.
“We are removing the reference to AFTA in the name to more accurately reflect the reality that ATAS is already much bigger than just travel agencies,” he said.
“While many agents, branded and independent are members, so too are many tour operators, wholesalers and cruise lines…as we continue to evolve and expand the accreditation framework, a key objective is continuing to increase this appeal,” Long added.
The newly rebranded Australian Travel Accreditation Scheme is currently in the process of undergoing a review, with the results to be released shortly, but Long said the new name was a “critical first step” in the process.
“Membership of ATAS gives certainty that businesses meet a range of key criteria, with the support of a comprehensive management scheme providing a mechanism to resolve issues that cannot be sorted on a business-to-consumer basis,” he added.