USTOA's
motto is "Integrity in Tourism." Accordingly, the association
has established some of the highest standards in the industry. Among
these is the principle of ethical conduct, which requires members
to conduct business according to a set of professional standards.
Additionally, members must represent all facts, conditions and requirements
relating to tours and vacation packages truthfully and accurately.
Truth
in Advertising requires that members advertise and quote prices which
are totally deliverable; accurately identify facilities, accommodations
and services; and communicate any substitutions promptly to the travel
agent and/or their client.
Members
must also demonstrate ethical and financial responsibility in their
business conduct, and instill confidence in their financial stability,
reliability and integrity.
Among
USTOA's goals are to:
- Educate the travel industry, government agencies, and the public
about tours, vacation packages, and tour operators
- Protect consumers and travel agents from financial loss in the event
of a member's bankruptcy or insolvency
- Foster a high level of professionalism within the tour operator
industry
- Facilitate and develop travel on a worldwide basis
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