Industry Insights
The Most Authentic Italian Welcome Experience In Florence
Located in the vibrant heart of Florence, the Rivoli Boutique Hotel embodies the essence of the most authentic Italian style of hospitality and luxury. A 4-star boutique hotel where each stay offers the sensation of being in a place suspended in time, an oasis...
Are NET rates a good fit for your agency?
When you work with a tour operator offering net rates, it can be a game changer as a travel advisor with significant advantages that can transform your business. Net rates give you the flexibility to set your own markups, allowing you to customize pricing to suit your...
5 Reasons a Travel Agent works with a Tourist Board
For travel agents, a strong relationship with tourist boards can open the door to endless opportunities to grow their expertise, provide exceptional service, and build credibility with clients. Tourist boards are treasure troves of information and resources, offering...
Is a DMC your best tool?
Working with a Destination Management Company (DMC) can elevate your travel offerings by leveraging their local expertise, connections, and logistical support. DMCs act as on-the-ground experts, offering local knowledge, connections, and logistical expertise that...
5 Steps to Launch a Niche Travel Business
5 Steps to Launch a Niche Travel Business Starting a niche travel business involves identifying a specific market segment, tailoring your services to their unique needs, and building a strong reputation. Clients are more likely to trust your recommendations when they...
Indulge in the South of France: A 5-Star Gastronomic Escape in Lyon, France
Located at the heart of Lyon, the Capital of Gastronomy, Boscolo Lyon Hotel & Spa’s historic establishment of 133 rooms and suites seamlessly combines architectural styles from different eras, blending Haussmann’s influences with distinctive references to the...
Make My Place Your Place in St. George, UT
My Place Hotel-St. George, UT puts you on the doorstep to adventure in Utah’s Red Rocks Region. With a thriving arts scene and incredible outdoor backdrop, St. George is a haven where adventure finds you! If you’re a nature lover, and drawn by the fresh air and red...
Make My Place Your Place in Rapid City, SD
A stay at My Place Hotel-Rapid City, SD will put you at the center of a terrific Black Hills travel experience. Being minutes from a total of five national parks and monuments, including the inspirational Mount Rushmore National Memorial and the visionary Crazy Horse...
A Legendary Name In Long Island Luxury: The Inn At Fox Hollow
Captivating and contemporary, The Fox Hollow is a luxurious destination on Long Island, New York. Our beautiful eight-acre estate with landscaped gardens and stunning waterfalls is a haven for relaxation and revelry on the North Shore. The Fox Hollow is located on...
Spend the Winter at Halcyon, A Hotel in Cherry Creek
Halcyon is an independent hotel in the heart of the Cherry Creek shopping district — just outside downtown Denver and within eyeshot of the Rocky Mountains. Halcyon's name, inspired by a mythical bird fabled to calm seas, shares characteristics with the Kingfisher...
Events You Don't Want To Miss!
Join us as we bring the industry’s top suppliers together in an intimate environment so you can spend some quality time with them, get to know their offerings and establish real relationships to help your travel business grow. You’ll experience unique travel industry discussions with some of the best and brightest in the industry, and get the training you need from the suppliers you want. See where we’re going next!
The TRUE Code Explained
The TRUE Code is a unique travel accreditation number issued by CCRA to identify independent travel advisors and agencies who operate outside of the traditional host agency model. It allows travel professionals to book directly with suppliers and receive commission payments without middlemen.
Why the TRUE Code Matters
As the travel industry evolves, more advisors are choosing independence. But working without a host agency doesn’t mean working without credibility or support. The TRUE Code provides:
- Direct supplier access
- Commission payments made directly to your agency
- Industry recognition and legitimacy
- A unique accreditation number you own
Whether you’re starting your own travel business or breaking away from a host agency, the TRUE Code is your key to unlocking a fully independent business.
How the TRUE Code Works
Once approved, your agency receives a unique TRUE number that suppliers around the world recognize. You can book travel, manage reservations, and earn commissions—all under your own brand.
TRUE is accepted by hundreds of global travel suppliers, including tour operators, cruise lines, hotels, consolidators, and more. These suppliers verify your credentials using the TRUE database and remit payments directly to your business.
Who Should Apply for a
TRUE Code?
- Independent travel advisors ready to work solo
- Travel agency startups seeking industry legitimacy
- Advisors leaving a host agency for more freedom
- Professionals looking to build a brand they fully own
How to Get Started
Applying for TRUE accreditation is simple:
- Set up your business entity (LLC or sole proprietorship)
- Submit an application with basic business info
- Pay a low annual fee
Once approved, you’ll get your TRUE number and be listed in the supplier database.