Travel + Leisure Adds Membership Fee to A-List

Travel + Leisure has been a long-time supporter of the travel agent industry, but the company announced it is moving to a membership model for its annual list of top agents, dubbed the A-List.

To be part of the list, travel agents must now pay $4,000 a year.

The news was shared with A-List candidates via email, with coordinator John Scarpinato revealing travel agents will be added to the program by the editorial team. Once selected, the agents will be required to pay the annual fee of $4,000.

“We believe membership in this new version of the A-List is an opportunity for advisors to enter into a deeper partnership with Travel+Leisure to build their profile and grow their business,” Scarpinato said in the email.

When included on the A-List, travel agents will be added to the annual print feature, have their own dedicated profile page on the Travel+Leisure website, featured in print and digital editorial features, promoted through the company’s newsletters and social media channels, have the opportunity to publish content on the website and more.

While the paid membership will benefit agents who are part of the A-List thanks to the promotion within the travel industry, the new membership model has raised questions about the pay-for-play nature of the program.

The A-List was widely considered a benchmark for finding elite agents, but now that travel professionals can pay to be part of the list, there is concern about whether or not readers can trust that those on the list are truly the best.

Travel+Leisure said in the email to agents that it will continue its rigorous vetting process, but the $4,000 membership fee is already starting to drive away some long-time members of the list, including Elite Travel International owner Stacy Small.

“Basically, it changes from an exclusive position on a list that’s long been considered prestigious and strictly editorial to one that’s clearly a money-making scheme for the magazine,” Small said on her Facebook page. “Anyone can basically apply (it said we could forward the invite to other colleagues)...and those willing to pay a $4K membership will have an opportunity to be listed. Gone are the days when the knowledgeable editors chose the advisors for the list.”

For travel agents looking to showcase their skills by getting on lists that do not force participants to pay for a spot, the WOW List developed by Wendy Perrin and the Conde Nast Traveler Top Travel Specialists list are still operating under the previous model.