In the wake of ASTA rebranding itself as the American Society of Travel Advisors last year, the industry has, for the most part, embraced the term "travel advisor" over "travel agent."

"Travel agent" has consistently ranked higher than "travel advisor" and other terms commonly used since 2004, the earliest year tracked by Google Trends.

The Society's push to make "travel advisor" the standard industry term got a boost earlier this year with an open letter from a number of players, including consortia and suppliers, encouraging the use of "travel advisor."