There’s a famous Biblical proverb which says: “A house divided cannot stand”.
It was later used by Abraham Lincoln in a speech in 1858 (and, incidentally, by a CGI Lincoln in the 2009 movie Night At The Museum 2).
Basically it means that any organisation torn by internal conflict will inevitably collapse and that unity, cooperation and a shared purpose are essential for survival and success.
This phrase immediately came to mind when I heard about the proposed merger between the Australian Travel Industry Association (ATIA) and the Council of Australian Tour Operators (CATO).
While there’s never been a hint of internal conflict at either organisation, the presence of two professional bodies representing the travel industry (let’s also not forget Cruise Lines International Association) always seemed like slightly over-egging the travel pudding.
Since the agreement was approved by both organisations last week, there have been many opinions voiced about why this merger had to happen and the rewards that will come from it.
Streamlined membership, stronger accreditation, improved training and guaranteed representation for tour operators are just some of the benefits those in the industry say will accrue now the deal has been rubber stamped.
Yet the main goal of the merger is patently obvious: to give the travel industry a unified voice when speaking to that most self-serving and often duplicitous of professionals: politicians.
I’ve spoken to Dean Long, CEO of ATIA, on many occasions and often tease him about a potential career in politics (his predecessor tried on several occasions, I believe). He’s always denied any intention to head to Canberra but if it happens, remember you heard it here first.
Goading aside, I believe he is totally the right man to lobby for the travel industry with the pollies, ably supported by ATIA Chairman Christian Hunter, who is often softly spoken but passionate and forceful when the occasion calls for it.
Backed up by whoever takes the extremely popular Dennis Bunnik’s role as CATO Chairman (the smart money is on Sean Martin from G Adventures), the travel industry’s war cabinet is in good hands.
Special mention should also go to Brett Jardine, the CATO MD who played a major role in taking the organisation to the next level. It has to be hoped that once he regains full health he will return to continue his outstanding contribution to the industry.
While other media outlets have chosen to speak to company chiefs and industry leaders about the merger, Traveltalk approached travel agents on the front line…our loyal readers.
“The merger between ATIA and CATO feels like a logical step for our industry,” comments Peta Godfrey of the Travel Focus Group and an inaugural member of ATIA’s Independent Travel Agents Association (ITAA).
“For a long time we have had multiple associations, accreditations and memberships representing different parts of the travel sector.
Bringing these organisations together under one stronger body creates a more streamlined approach and a more unified voice for the industry.
I know a significant amount of work would have gone into making this happen and I appreciate the efforts of both ATIA and CATO in getting it across the line.
At the end of the day, anything that reduces duplication, strengthens industry representation and delivers more value to members is a positive outcome for everyone involved.”
Writing exclusively for Traveltalk, Ben Apsey from Global Travel Co. recently likened the merger to a jar of ants and pontificated whether CLIA might be the next to come to the party.
“Ideally, the industry would have one strong peak body and this feels like a step in that direction.
The proposal is designed to create one advocacy position and one relationship with ministers, departments and regulators, while reducing duplicated fees, accreditation and processes for joint members.
For tour operators, that should be a practical win. Not having to pay for two memberships or two accreditation processes should help their bottom line and hopefully that flows through to the wider trade relationship as well.
This merger needs to deliver better outcomes for agents, tour operators and consumers. It should reduce duplication, strengthen advocacy and help tour operators better recognise that agents are partners, not obstacles to be bypassed with direct marketing.”
Just six years ago, the Australian travel industry faced its greatest challenge.
The pandemic brought travel to a standstill. Agents were working around the clock to refund money to clients yet were often painted as Covid villains. A lot quit the industry, never to return, leaving those left to carry the burden.
Fast forward to today and we are all eagerly hoping this merger will lead to a bold new future for the industry.
In essence, tour operators gain security and influence, while travel agents gain simplicity and strength. Both sides benefit from a more unified, credible and powerful industry body.
I’m sure old Abe would have approved.
