The American Society of Travel Advisors has launched ASTA Corporate to provide resources and advocacy for travel management companies (TMCs).
ASTA already has a Corporate Advisory Council that will "continue to serve as a vital conduit for feedback and collaboration" with travel agencies that are focused on corporate travel. ASTA Corporate will "take it to the next level," with dedicated staff, research and events.
On the research front, ASTA said its corporate initiative is spearheading projects that "explore the true value of managed travel program."
"This data-driven initiative will provide corporate agencies with actionable insights to reinforce their indispensable role in optimizing travel spend and driving efficiency," ASTA said.
ASTA Corporate has formed a partnership with Temoji, a consulting and marketing firm founded by Paul Tilstone, who has held a number of consultancy positions in the industry and was a senior vice president of global development at the Global Business Travel Association, heading its operations in Europe. He will be an advisor to ASTA Corporate, focusing on topics like AI, air distribution and sustainability.
On Oct. 9, ASTA Corporate will hold its first event at the Hay-Adams Hotel in Washington, D.C., offering opportunities to engage government officials regarding concerns in corporate travel.
The event is sponsored by ASTA's Corporate Advisory Council.
ASTA has tapped Mark Meader to helm the initiative, promoting him to executive vice president of ASTA Corporate. Meader was previously senior vice president of industry affairs and education.
"The corporate travel environment is facing unprecedented challenges, from the rapid adoption of emerging technologies to shifting client expectations and evolving industry dynamics," Meader said.
ASTA CEO Zane Kerby called ASTA Corporate "more than just an initiative."
"It is a movement to redefine the role of corporate travel agencies in this ever-changing travel industry and to amplify their voice on a global scale," he said.