by Lacey Pfalz
Last updated: 9:05 AM ET, Tue October 28, 2025
Sarah Little, American Society of Travel Advisors (ASTA) (Photo Credit: Sarah Little)
Bio
Sarah Little is a first-generation college graduate. A couple years after graduating from Marist College with a business degree and working in the insurance industry, Sarah started at ASTA in 2013 as a Membership Coordinator. Since then, she has worked her way up at ASTA receiving seven promotions and now serving as Senior Vice President of Business Development.
Her team oversees Supplier Partnership and Events which gives her an opportunity to weave everything she’s learned about the travel advisor community into those initiatives. As of this year she and her team are now hosting nine sold out events with a 300% increase in supplier engagement and support from 2013.
Sarah was named one of TravelPulse’s Influential Women in Travel this year and has recently been named Godmother of AmaWaterways new ship, AmaSofia, which will be christened this coming March.
But her greatest accomplishment at ASTA is the mighty little team she’s built in its Business Development department. Together with these brilliant, hardworking professionals, she’s doubled our department’s revenue, tripled event attendance, and implemented new procedures and technologies that will ensure the success of ASTA for many years to come.
Sarah is 35 years old.
"I am incredibly honored to be recognized as one of TravelPulse’s 2025 40 Under 40,” said Little. “It’s amazing to be recognized for my work in an industry that definitely doesn’t feel like work. I truly adore the travel industry and the partners I get to collaborate with on a daily basis.”
Industry References
Sarah Little predates me at ASTA by about 6 months. We’ve spent the last 12+ years re-building the ASTA brand,” said Zane Kerby, President & CEO of ASTA. “While I came in as CEO, Sarah started as a coordinator and has been promoted into roles of increasing responsibility during her 13+ years. She now serves as Senior Vice President of Business Development with a staff of 7. We are roughly 3 times the size we were when Sarah started at ASTA. Sarah is a prime reason, and a driving force behind ASTA’s successful transformation.”
“Most companies have an investment period for new projects and ventures. Many companies have access to debt and stock markets to raise money to try new things. Not so at ASTA. ASTA has to appeal to customers and sponsors. That’s it. Whatever is tried has to work, and be profitable, year one. This fact creates a high bar for anyone. And, it causes lesser people to shun the associated risks of trying new things.
“Not Sarah. She finds a way. She works the problem until it is resolved. She takes complex, and sometimes unfriendly, overseas business challenges in stride. She’s earned trust with those inside and outside of our company in a way that makes her extremely effective. She’s honest, and direct, and deserves consideration as an under 40 power broker in the travel industry. She’s the first ever ASTA employee to be named as a ‘godmother’ of the new AmaSophia. I’m proud to call her a colleague,” Kerby finished.
“I am proud to recommend Sarah Little for TravelPulse’s 40 Under 40,” said Kelly Bigel, Senior Director, Field & Inside Sales, North America at SILVERSEA. “At ASTA, Sarah’s business acumen, strategic thinking, and exceptional talent for organizing impactful, informative, and enjoyable programs make her an invaluable partner to advisors and suppliers alike. Always going above and beyond, she is a team player, a joy to work with, and a true asset to our industry.”
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
