It means literally The World, especially if unsolicited and permanently on the web. Those of us who have been in the travel business for eons, need a way to differentiate ourselves from the upstart internet tour companies. The ways to show we are for real are to include a compliment from an authority like Mr. Frommer. It is also significant to be accepted into a selective industry membership like IATAN and to have the right to sell travel insurance.
In most states, a travel insurance license is denied anyone with a criminal, bankruptcy, even child support negligence and more. There is a background check, and lots of paperwork to complete. So next time you book a tour and the company tells you to buy insurance elsewhere, think about why.
And finally, if a company has an industry logo on its site, do not assume they are actually members. Call the organization yourself and make sure. A logo can be a simple cut and paste.
If you missed the quote, here it is.