The CTA program teaches front line travel professionals how to close more sales, improve efficiency, expand their geography knowledge and fine-tune their customer service skills, all while earning widely recognized industry credentials.

About The Travel Institute

Established in USA in 1964, The Travel Institute serves as a community of knowledge and insight for all travel professionals. Through innovative education programs, professional certifications and customized learning solutions, The Institute fulfills its non-profit mission to promote a standard of industry knowledge and excellence.

The Board of Trustees and Executive Committee of The Travel Institute represents distinguished industry experts and market leading organizations including, American Express Travel Related Services, Carnival Corporation, AAA, Sabre, Ensemble Travel, A & I Travel Service, The Mark Travel Corporation, The West Paces Hotel Group, Travel & Transport Magellan Travel Technologies, and Virtuoso. The Travel Institute's programs encompass all career stages, from entry level to executive. Whether you are just starting out or reaching for the next level of success, The Travel Institute Certification programs will meet your needs.

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Certified Travel Associate (CTA) Program

The Certified Travel Associate (CTA) program teaches front line travel professionals how to close more sales, improve efficiency, expand their geography knowledge and fine-tune their customer service skills, all while earning widely recognized industry credentials.

The CTA program was restructured in April 2006 to offer flexible enrollment options allowing candidates to customize the program to meet their individual needs. The CTA Course includes eight core courses:
+ Understanding Customer Needs
+ Customer-Focused Selling
+ Professionalism at Work
+ Customer Service
+ Touring the World
+ Selling Special Interest Travel
+ Interpersonal Communication
+ Computer Technology and the choice of four electives.

The course also includes all materials, the CTA test and certification upon successful completion.

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CTA Core Course Descriptions

Communication Core Courses

Computer Technology
Download a Computer Technology sample (PDF)

This course will describe the functions of basic computer applications and help you select the appropriate tools to help you work more efficiently. Learn how computers can save you time by facilitating three basic tasks in the travel agency: research, communication, and organization.

Interpersonal Communication
Download an Interpersonal Communication sample (PDF)

Interpersonal communication is the ability to interact effectively with other people and can mean the difference between success and failure in your business dealings. This module will cover fundamental communication skills and offer ways to implement them.

Travel Planning Core Courses

Selling Special Interest Travel
Download a Selling Special Interest Travel sample (PDF)

Written by veteran travel journalist Laura Del Rosso, this course examines several factors regarding special interest travel markets, including the needs and expectations of specific types of consumers, appropriate niches available to agents, resources needed to develop a specialization, and specific marketing strategies.

Touring the World
Download a Touring the World sample (PDF)

Travel counselors not only sell experiences such as tours, cruises or independent travel; they also sell the destinations where these activities take place. Touring the World presents a basis of information for the places people visit, and some of the "must-know" attractions they will find there.

Sales Core Courses

Understanding Customer Needs
Download an Understanding Customer Needs sample (PDF)

Understanding the reasons why people travel is crucial to being a successful travel counselor. This course will help you determine the motivations of different types of travelers and select the best travel products to meet those needs.

Customer-Focused Selling
Download a Customer-Focused Selling sample (PDF)

A clear understanding of your skills and responsibilities as a professional salesperson will set you apart from your competition. Success not only comes from guiding the customer to a buying decision, but also preparing them for the next sales opportunity.

Service Core Courses

Customer Service
Download a Customer Service sample (PDF)

Exceptional customer service can be the competitive edge that sets your business apart from your competition. Learn how to implement a customer-focused service plan that will meet and exceed the expectations of your customers.

Professionalism at Work
Download a Professionalism at Work sample (PDF)

The goal of Professionalism at Work is to help you view professionalism as more than just an ideal, but as a practical behavior. Focusing on, and developing desirable behaviors and attitudes, will help make your professionalism a reality to your customers and co-workers alike.

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CTA Elective Course Descriptions
(Select any four)

Business Writing Skills
Download a Business Writing Skills sample (PDF)

For busy travel professionals who do much of their work speaking, writing may not seem to be an important part of the job. In fact, writing skills are one of the measures others use to evaluate your competency as a professional. This module will guide you in the creation of effective business communication from memos to press releases.

Effective Listening Skills

The ability to listen and to react to your customers is a key ingredient in the communication process. Learn how to listen with the purpose of understanding and responding to the needs of the other person.

Teamwork

Today's work environment requires good team participation for any kind of company success. Teamwork discusses practical techniques for team success - whether you are a team leader, team member, or in a team advisory role.

Time Management

Internal and external time robbers can prevent you from reaching your goals. Practicing this course's proven time management methods will help you deal successfully with the ever-changing and challenging demands of your life.

Meetings and Incentives
Download a Meetings and Incentives sample (PDF)

Discover what motivates buyers of meetings and incentives, and learn about the role agencies play in providing meeting and incentive travel.

Planning Itineraries
Download a Planning Itineraries sample (PDF)

As a travel professional, you sell many trips that have already been created in a cruise or packaged tour, for example. But what do you do when the needs and interests of a client do not match with existing packaged travel products? This course provides an overview of planning domestic and international itineraries, including how to get started, resources to use, and basic guidelines to follow when planning specialized itineraries throughout the world.

Selling All-Inclusive Resorts
Download a Selling All-Inclusive Resorts sample (PDF)

All-Inclusive vacations are one of the most popular options available to today's traveler. This course will provide you with the skills and knowledge to take advantage of the profitability and opportunity for repeat business that selling these vacations offer.

Selling Escorted Vacations
Download a Selling Escorted Vacations sample (PDF)

An escorted vacation can meet the needs of most travelers at some point in their life. Learn how to profit from the escorted vacations market and identify and attract potential customers.

Selling Travel Insurance
Download a Selling Travel Insurance sample (PDF)

Selling travel insurance makes sound business sense. Not only does it protect the long-term viability of your agency, but it also protects your customer's vacation investment. Learn the benefits of the seven most common travel insurance products.

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