The American Society of Travel Advisors (ASTA) has officially opened self-nominations for the 2026 ASTA Travel Advisor of the Year Award, giving advisors the opportunity to put their own achievements forward for industry recognition. Nominations are open now through March 31.
Sponsored by Berkshire Hathaway Travel Protection, the award is presented annually to an ASTA member who has delivered exceptional service in a new or creative way during the past year. Rather than focusing solely on sales performance or business growth, the recognition highlights advisors who went above and beyond for their clients, demonstrating innovation, dedication and measurable impact.
According to ASTA, the Travel Advisor of the Year Award serves as a way to honor the often unseen stories that shape the profession. From word-of-mouth recommendations to heartfelt thank-you notes, the organization says the award recognizes the meaningful efforts advisors make behind the scenes to ensure memorable travel experiences.
Advisors who believe they have provided what ASTA describes as “out-of-this-world service” are encouraged to nominate themselves. The application process requires submitting the advisor’s name, agency affiliation and contact information, along with a written explanation of up to 1,000 words outlining why they deserve the award. Applicants are expected to detail specific examples of creative solutions, exceptional client care or unique approaches that set their service apart over the past year.
The winner, along with two runners-up, will be announced at the 2026 ASTA Travel Advisor Conference, scheduled to take place May 27–29 in San Diego. The conference serves as one of the association’s flagship events, bringing together travel advisors, suppliers and industry leaders for education, networking and celebration of professional excellence.
Recognition from ASTA can provide advisors with increased visibility, enhanced credibility and validation within the broader travel community. As competition intensifies and travelers continue to seek highly personalized expertise, awards such as this underscore the value of professional guidance in an increasingly complex travel landscape.
The announcement follows ASTA’s continued efforts to elevate the advisor profession and spotlight standout contributors. Last year, the organization revealed its finalists ahead of the first-ever ASTA Globes ceremony.
With the March 31 deadline approaching, advisors who have made a meaningful difference for their clients in the past year now have the opportunity to share their story and compete for one of the industry’s most respected honors.
