The Alaska Travel Industry Association (ATIA) conducted a series of focus groups with travel agents to gauge the overall effectiveness and usability of the Travel Trade portion of the TravelAlaska.com website, as well as to evaluate the ACE program concept and the associated testing modules. The trade website has never been evaluated by users, i.e. travel agents and tour operators, therefore the ATIA performed travel agent website usability research to better understand travel agents’ use of destination websites and how well TravelAlaska.com meets their needs, expectations, etc. The Travel Trade portion of the ATIA TravelAlaska.com website was launched in October 2005 and currently averages 5,756 unique visitors and 44,932 page views per month.