Adare, Ireland; September 18, 2026 – The American Society of Travel Advisors (ASTA) concluded its fifth annual Travel Masters, held September 15–18 at Adare Manor in Ireland. Presented with the support of Title Sponsor Globus family of brands, the invitation-only event brought together nearly 125 supplier executives, agency owners and other industry leaders for four days of championship golf and relationship-building.
Participants were among the final large groups to play Adare Manor’s championship course before it prepares for the 2027 Ryder Cup. Redesigned by Tom Fazio, the course is known for its immaculate parkland setting, strategic design and demanding riverfront holes. A second round at Adare Village Golf Club offered a contrasting experience on a traditional parkland course set within the surrounding Irish countryside.
This year’s tournament introduced a Ryder Cup-inspired element, adding a new dimension of team competition to the event’s established format.
“Travel Masters creates an environment where genuine relationships take shape and important conversations happen naturally,” said Zane Kerby, ASTA President and CEO. “Experiencing Adare Manor just before its Ryder Cup preparations made this year especially meaningful. We are grateful to Globus family of brands and our other sponsors for making it possible.”
Guests stayed at Adare Manor, a 19th-century neo-Gothic estate set across 840 acres along the River Maigue. The five-star resort provided a distinctly Irish setting for curated networking, exceptional hospitality and Michelin-starred dining throughout the program.
Travel Masters also featured Tee Time to Tea Time, a sold-out pre-event experience designed to expand women’s participation in golf-centered networking and support leadership development across the travel industry. Hosted by Allianz Partners, Chase Travel and Travel Insured International, the program combined professional golf instruction and nine holes of play before concluding with high tea. The approachable setting welcomed participants of all skill levels.
“The value of Travel Masters reaches well beyond the course,” Kerby added. “The trust built during this event strengthens industry partnerships and reinforces ASTA’s ability to advocate for travel advisors.”
The 2026 Travel Masters continued ASTA’s tradition of bringing senior decision-makers together in remarkable destinations where focused conversation and shared experiences lead to stronger industry partnerships.
Looking ahead, the 2027 ASTA Travel Masters will take place September 14–17 in St. Andrews, Scotland. Participants will play Dumbarnie Golf Links and the iconic Kingsbarns Golf Links while continuing the event’s distinctive blend of world-class golf and meaningful industry connection.
Photos from the 2026 ASTA Travel Masters are available here.
Tags: Zane Kerby, ASTA
