by Robin Amster
Last updated: 3:45 PM ET, Thu October 5, 2017
Hilton will invest $10,000 to support ASTA's Verified Travel Advisor (VTA) program.
Launched last month at the ASTA Global Convention, the VTA certification program is a first for ASTA. The comprehensive program is designed to help travel advisors achieve an exclusive level of trust with their clients, gain a competitive advantage and build better businesses, according to the association.
Hilton is the first supplier to sponsor the program. Its support will enable each of ASTA's chapter presidents to earn their VTA certification free of charge.
"We are pleased to partner with ASTA's newly-launched Verified Travel Advisor program," said Paula Christy, Hilton's vice president, distribution channel management, travel industry relations.
"We know travel agents share Hilton's passion and dedication to the guest experience and that's why we're investing in a program that certifies travel advisors by ASTA's standards of excellence."
The Verified Travel Advisor curriculum encompasses the core legal, ethical and regulatory framework for the business of selling travel.
After successfully completing the nine-course VTA program within 12 months, advisors will be awarded a VTA certificate. Advisors who earn the VTA designation will also need to satisfy a continuing education requirement to maintain their certification.
"A huge thank you to Hilton for paving the way for more travel agents to become Verified Travel Advisors," said Zane Kerby, ASTA's president and CEO. "The VTA certification lets consumers know that their travel advisor has met ASTA's criteria for industry knowledge, professionalism and ethics.
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"We've seen a shift from, 'Do travel agents exist?' to 'How do I find the best travel agent?' and the answer is, trust the leading travel industry association, the American Society of Travel Agents," Kerby added.
TravelPulse Executive Editor Michael Schottey was in San Diego at ASTA's Global Convention as details were rolled out for the VTA program and was even able to sit in on some sessions at the NACTA Conference in Anchorage earlier this fall.
"I honestly believe," Schottey said, "that we're headed toward a point where the bad actors in the travel agent space are going to be completely drowned out by the vast number of high quality agents I see eager for a program just like what ASTA is offering with Verified Travel Agent. It's a huge moment for the industry, and it's awesome that Hilton recognizes that."
"We're sincerely grateful," Kerby said, "that Hilton supports the ASTA standard of excellence by providing travel agents the opportunity to earn ASTA's mark of professionalism."
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