Principles of Professional Conduct and Ethics
Preamble
We live in a world in which travel has become increasingly important
and intricate. The Travel Industry is now highly specialized and the average
traveler, faced with a myriad of alternatives as to transportation, accommodation
and other travel services, must depend upon the professional Travel Agent
to guide him wisely and honestly in the choices that he must make. Similarly,
carriers, hotels and other principals which appoint Travel Agents to represent
them depend upon the Travel Agent to follow the best traditions of salesmanship
and ethical conduct. In recognizing the fiduciary role of the Travel Agent,
ASTA steadfastly demands adherence to the highest standards of fair dealing.
Every ASTA member, Travel Agent and otherwise, accepts this creed as his
own and pledges himself to observe its spirit in all of his activities
and to conduct his business in accordance with the following Principles
of Professional Conduct and Ethics.
PART I RELATIONS WITH THE PUBLIC
1. It is the duty of the ASTA Member to protect the public against any fraud, misrepresentation or unethical practices in the Travel Industry. The Member should endeavor to eliminate any practices which could be damaging to the public or to the dignity and integrity of the Travel Agent's profession. 'he ASTA Member shall report in writing any alleged unethical practices of fellow members which come to his attention accompanied by such evidence as will, in his opinion. support the allegations to the CRIE Chairman of his Chapter.
2. Franchising. It is the duty of the ASTA Member who undertakes to train outside sales representatives or to franchise new locations to avoid exorbitant fees, misrepresentations and unrealistic promises in solicitations relating to such activities. Moreover, the Member must conduct such activities in accordance with established ASTA guidelines on franchising and outside sales representation.
3. It is the duty of the ASTA Member to keep himself and his staff informed on all phases of domestic and international travel in order to be in a position to give clients truly professional travel advice and to secure for them the best possible travel services and accommodations.
4. The ASTA Member should ascertain all pertinent facts concerning every tour, transportation, accommodation or other travel service offered to the public so that the obligation to inform clients accurately about these services and the costs involved may be fulfilled.
5. ASTA Members shall consider every transaction with a client to be strictly confidential unless the client specifically authorizes disclosure.
6. At the time initial payment is made for any booking, ASTA Members must advise their clients in writing whether the client will be required to pay a cancellation fee, change fee, or service charge.
7. ASTA Members should use advertising materials to acquaint the public with the advantages to be gained through the use of the ASTA Travel Agent. Every effort shall be made to inform the public that the ASTA insignia is the hallmark of dependable travel service. The ASTA insignia should be used on entrance doors, display windows, cases, etc., and on all office forms including checks, bill heads, letterheads, envelopes, etc., as permitted in the Rules on Use of Insignia. The imprint of an ASTA Member on any brochure or on any newspaper advertisement should always include the ASTA insignia. On tour folders the insignia shall not be used in the space reserved for the imprinting of an agent's name.
8. Non-travel agent ASTA Members shall strive to give appropriate and
prominent recognition in all advertising, sales literature and solicitation
practices to their marketing partner, the travel agent, and shall be guided
in their advertising and promotional policies by ASTA's "Guidelines on
Advertising and Promotion."
9. The ASTA Member in his advertising should avoid misleading statements and emphasis, and doubtful superlatives. Such phrases as "our services are free," or "it costs no more," or words of similar import shall not be used. Specific mention of particular services for which no charge is made is permissible providing that the nature of such services is clearly stated.
PART II RELATIONS WITH CARRIERS, HOTELS AND OTHER PRINCIPALS
10. ASTA Travel Agent Members shall, at all times, follow the best traditions of salesmanship and fair dealing by according all carriers, hotels, and agencies which they represent fair and impartial representation.
11. ASTA Members shall adhere to all valid rules and regulations of carriers and carrier conferences.
12. ASTA Members shall make themselves conversant with conference agreements and with tariff rules and regulations; they shall be certain that their sales employees know of these agreements and rules, have access to them, and understand them.
13. ASTA Travel Agent Members shall not divide any commission allowed them by any carrier or hotel with the passenger or any other individual not regularly in its employ, either directly or indirectly, or use any similar subterfuge to effect the sale of tickets or coupons. Nothing in this clause shall be construed to regulate any arrangement that an Active Member may have with persons regularly employed by it, which employees devote their entire business activities to the interests of it. nor with individual organizers engaged in stimulating group or individual travel.
14. ASTA Members shall not improperly attempt in any manner to influence the employees of carriers, hotels, tour operators or other organizations for the purpose of securing preferential consideration in the assignment of space or for any other purpose.
15. ASTA Members. to ease space availability problems, shall release promptly all unsold space and return cancelled accommodations with a minimum of delay. Members shall refrain from suggesting and/or making duplicate bookings.
16. Orders placed or accepted by ASTA Members for accommodations or services, written or oral, are binding and, if not required, shall be cancelled. When vouchers and exchange orders are presented for accommodations or services, they shall be honored without delay.
17. ASTA Members shall adhere to the standards of truth and good taste when called upon to give an opinion of a carrier. hotel, tour operator, travel agency or other travel organization.
18. In the event of a complaint or grievance by a client against any carrier, hotel or other principal, ASTA Members shall give the principal an opportunity to make a full investigation before taking any action against the principal.
PART III RELATIONS WITH FELLOW ASTA MEMBERS
19. The ASTA Member should seek no unfair advantage over a fellow Member and should willingly share with him the lessons of his experience and study.
20. ASTA Members should so conduct their business as to avoid controversies with fellow Members. In the event of a controversy between ASTA Members, such controversy should be submitted to the Chapter Consumer Relations and Industry Ethics Committee, rather than initially resort to litigation.
21. ASTA Members shall not disparage the business practices of a competitor, nor volunteer an opinion of a competitor's transaction. If his opinion is sought, it should be rendered with strict professional integrity and courtesy.
22. ASTA Members shall not willfully interfere with or induce the cancellation of a definite sale made by another Member.
23, ASTA Members shall not solicit the services of an employee or salesman in the organization of another Member without the knowledge of that Member. Should an employee move legitimately from one Member to another, the new employer may not take advantage of the former affiliation by use of unauthorized lists or records which may accompany the employee,
24. ASTA Members shall not imitate, simulate or copy any name design, style mark or pattern used by another ASTA Member, agent, hotel or common carrier without specific permission.
25. When an ASTA Member is charged with an alleged unethical practice, the Member must willingly place all pertinent facts before his Chapter Consumer Relations and Industry Ethics Committee for investigation.
26. ASTA Members are not justified in violating any provision of these Principles of Professional Conduct and Ethics on the ground that any other firm in the industry, whether a Member or not, may be doing so.
CONCLUSION
The ASTA insignia is recognized throughout the world as the "Hallmark of Dependable Travel" and signifies competence, fair dealing and high integrity resulting from strict adherence to a lofty ideal but nevertheless realistic practice of moral conduct in business relations. Every ASTA Member pledges that no promise of profit or instruction from client or principal will ever induce a departure from the ASTA ideal or disobedience of the injunctions of this creed.
