Catherine Prather, CTP

President National Tour Association (NTA)

Catherine Prather has dedicated her professional life to a fulfilling career in the travel industry. First joining the staff of the National Tour Association in 1994 as a media writer, she now serves as president of the organization, whose members create and promote packaged travel to, from, and within North America.

Catherine guides the management team to strengthen engagement and business connections within the NTA community and its unique position in the packaged-travel space. She focuses on strategic continuity and professional development and encourages collaboration and fresh ideas among the association’s members: tour operators, experience providers, and representatives of all the vital components of packaged travel.

A recognized face of leadership in the industry, Catherine serves on the U.S. Travel and Tourism Advisory Board, which is an advisory body to the Secretary of Commerce; the Tourism Cares Board of Directors; Travel Unity’s Association Working Group; and the Kentucky Advisory Committee for the U.S. Global Leadership Coalition.

A native of Georgetown, Kentucky, Catherine is a graduate of Transylvania University and has earned NTA’s Certified Tour Professional designation.

KTIA: NTA’s website describes the association as “the leading business association for companies and organizations that serve customers traveling to, from and within North America.”  With the “to” and “within” relevance to the Kentucky industry, but the many other associations and events that address (inbound) international and/or domestic tours and packaged travel, what are NTA’s competitive advantages in that seemingly crowded space?

NTA’s competitive advantage, our identity, is packaged travel, and specifically tour operator-packaged travel. That is our focus, unique to NTA, because we are the home for tour companies of all sizes packaging travel for groups — large and small — and also for independent travelers.  

NTA’s competitive advantage also comes from the diverse business needs and interests of our tour operators, who package a variety of destinations, from across town to across the globe, and they serve travelers of all ages, lifestyles, race, and ethnicities. 

KTIA: Related to the previous question, what are the challenges NTA encounters in providing value to such a broad set of member interests as represented by the “to, from and within North America”?

We have to ensure that each member can see their business interests identified within NTA’s broad, diverse community and that can be a challenge. When people are open-minded and forward-thinking, they can see the potential in other markets or opportunities that surround them in the NTA community. 

We’ve found that by opening our doors to tour operators that specialize in specific demographics, activities and experiences, or destinations, they help other operators enlarge their portfolio through partnership. In turn, this serves our supplier and destination membership. 

KTIA: What long-term tour and packaged travel changes, if any, have been prompted by the pandemic?

We’re not yet prepared to project long-term changes. The pandemic took us through many unexpected twists and turns, and our industry is still in recovery, and we’re feeling our way out. 

There were a few things happening in packaged travel prior to the pandemic that were amplified during the past two years, including smaller groups and shorter booking windows. 

Many travelers also were crowd-averse, creating a huge rush to national parks and outdoor activities, and even an avoidance of indoor experiences. But we’re seeing that balance level off a bit as cases decline and indoor venues have opened back up. 

We are seeing problems with high rates and worker shortages throughout the travel and hospitality pipeline. This has not only affected service, but also availability of certain venues, such as restaurants or attractions for groups. Unless we’re able to find solutions as a state, country and industry, this could lead to permanent changes as to how travel services are delivered. 

Our industry is resilient, thank goodness, so it’s been great to see the creativity arise from these challenges such as tour operators working with venues to serve as “pop-up” restaurants for catered meals because no other dining options are available in a destination. 

KTIA: What management lessons have you learned, or perhaps re-learned, over the course of the pandemic?

I’ve always tried to surround myself with good people and employees who have skill sets, knowledge and experience that I do not. This is invaluable at any time, and it proved crucial during the worst of the pandemic crisis, when we needed everyone pitching in and firing on all cylinders.

I learned a lot more about the power of collaboration … within our own team, within our membership and watching that happen, and with my counterparts at other associations. I definitely have forged closer relationships in that area. 

The past two years also have been a time to re-center and take a look internally at more high-touch aspects of management: empathy, balance, and taking care of those around me. We’ve all talked about our silver linings of the pandemic, and mine have been my growth as a manager in these areas. I thought I had always paid attention to these things, but I realized I could be better. And I hope I am. 

KTIA: Apart from changes brought on by the pandemic, what are future trends NTA is forecasting and where do you see are the greatest future opportunities for destinations and tour suppliers?

Many places and businesses either shut down entirely or significantly curtailed business, and we’re now in a place where they can reinvent themselves and come back stronger. 

This is a fantastic time for partnerships. Destinations and suppliers — either existing or start-ups — can work with tour companies to let operators know what they have, yet also be flexible enough to tailor their offerings to meet the needs of travelers.

It’s important for DMOs and suppliers to listen carefully to its two core constituent groups: visitors and residents. While they want to serve the traveling public, they shouldn’t try to transform the community into something the neighbors don’t want it to be. 

We don’t want to come back the same; we can all do better, and I absolutely see a focus on responsible travel, destination stewardship and equity and inclusion at the forefront. 

KTIA: NTA and KTIA share a commitment to diversity, equality and inclusion. Please describe the efforts and progress NTA has made in that area.

NTA is on a journey with its commitment and this work, and as I often say, it’s a marathon, not a sprint. Last year, the NTA Board approved the association taking the Travel Industry Association DEI Pledge. As a part of this commitment to purposeful action around DEI, NTA’s Diversity, Equity, and Inclusion Advisory Group is using the guiding principles of the pledge to evaluate the association’s mission, values, and code of ethics. Once that work is complete, our advisory group will conduct an audit of our current practices and structure through a DEI lens. It’s daunting, but critical work. 

As this process is ongoing, we’re also offering educational sessions to our members and connecting them with resources such as NTA’s philanthropy, Tourism Cares, and partnering organization, Travel Unity.

KTIA: As a woman who is the CEO of a national association, what advice do you have for young women who aspire to travel industry leadership roles? 

Be fearless, be respectful, be yourself, and don’t be afraid to say something or to have an opinion that differs from everyone else. Just remember to be kind about it. 

Seek out people you admire and ask them for conversations and connections. 

And for the veterans out there, please mentor the sharp, young professionals who are the future of our industry. We need them!

KTIA: As someone who has a deep knowledge of Kentucky combined with an equally deep knowledge of what tour operators seek in the experiences they provide to their clients, what are the primary assets that Kentucky possesses that appeal to operators? Are there any Kentucky assets that you don’t think operators and packagers fully understand or appreciate?   

Kentucky is uniquely positioned to capitalize on traveler preferences right now. If people are still reluctant to fly overseas or board a cruise ship, we have great access to a large drive market. 

Kentucky has a number of tourism assets that are so familiar to us but are new territory for people outside the state. Our horses, bourbon, food, music, and natural features are incredibly alluring and mostly unique to Kentucky.

And when you think about these assets at a deeper level — not simply a bourbon tasting, but meeting with a historian to learn the industry’s rich past; or meeting with a horse trainer or jockey to hear their stories — these are the authentic experiences that tour operators strive to offer to their travelers.

Kentucky Tourism has curated wonderful itineraries and it’s all about our industry throughout the state pulling together to promote and sell what we have to the operators. 

KTIA: Like many states, one of Kentucky’s assets that gained relative strength during the pandemic was outdoor activities and the hope is that the outdoor traction that was achieved can be sustained. What are your suggestions for selling Kentucky’s outdoors to tour operators and travel packagers?

Our shoulder seasons are fantastic. Visitors can come to Kentucky in the spring and fall and see so much beauty while avoiding the summer crowds. And, our winters are mild enough that this could be a great time to promote travel to the Commonwealth for outdoor activities … finished with a nice, warming bourbon!

We also can take some of the lessons we learned during the pandemic, in regard to covered and heated outdoor spaces for dining or drinking and make even more places visitor friendly in the cooler months.

KTIA: Are there additional thoughts you would like to share that we haven’t already covered?

Besides the resilient NTA community, I want to give a shout-out to two groups that helped the association make it through the worst of the pandemic: NTA’s forward-thinking board of directors, because you need a leadership group that is not afraid to take risks and innovate, as well as the most dedicated and talented management team you’ll find … NTA’s staff with more than 100 years of experience with NTA and the travel industry.

KTIA: What is your best personal trip and why? 

That would be whatever my next trip is with my family. I love to travel, indeed, yet it’s never better than when I’m with the extended Prather crew. We always have a blast.