The American Society of Travel Advisors (ASTA) has launched a new lead-generation platform that connects consumers with Verified Travel Advisors (VTAs).
The VeriVacation platform allows travelers to find VTAs “who are committed to excellence and uphold their fiduciary responsibility to their clients on every trip they plan.” The VTA certification program is offered exclusively by ASTA and designed to elevate the professionalism and credibility of travel advisors.
Travel agency sales are projected to reach 26 percent of the total market share by 2026, according to ASTA, but many travelers remain unaware that no formal licensing requirement exists to sell travel. VeriVacation bridges this gap by providing consumers access to verified professionals who meet ASTA’s gold standard.
ASTA developed VeriVacation in response to the notable increase in travel scams by “unscrupulous so-called travel advisors.” To that point, VeriVacation, ASTA adds, provides consumers with a trusted solution in an under-regulated industry where anyone can call themselves a travel advisor.
“This initiative has become a cornerstone in our mission to professionalize and elevate the travel advisor industry,” said Zane Kerby, president and CEO of ASTA. “We’ve made tremendous strides in redefining what it means to be a travel advisor. [However,] the barriers to entry in our field have been too low for too long, but that’s changing. Through education, certification and advocacy, we are collectively raising the bar.”
To earn the Verified Travel Advisor certification, travel advisors must meet several standards, including a minimum of two years of experience, demonstrated sales success, and specialized training in ethics, regulatory compliance and customer relations. VTAs are also required to complete continuing education every two years to maintain their certification, ensuring they stay current on industry developments, legal requirements and best practices.
Following this launch, ASTA plans to debut “a robust consumer awareness campaign” in early 2025 that will include a series of commercials on digital platforms.
The soft launch of VeriVacation gives VTAs time to familiarize themselves with the backend of the platform and to update their profiles in preparation for the upcoming consumer awareness campaign. ASTA says it will continuously improve the functionality of VeriVacation and looks forward to feedback from VTAs on how the user experience and functionality of the tool can be enhanced. Any ASTA member who becomes a Verified Travel Advisor will have access to consumer leads beginning next year.
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