ASTA Announces New Customer Lead Generator for Verified Travel Advisors

by Mia Taylor
Last updated: 6:10 PM ET, Tue December 3, 2024

The American Society of Travel Advisors (ASTA) is soft launching a new consumer lead platform that was created to connect travelers with ASTA Verified Travel Advisors (VTAs).

Titled VeriVacation, the new platform allows travelers to find VTAs “who are committed to excellence and uphold their fiduciary responsibility to their clients on every trip they plan,” ASTA, a trade association representing travel professionals, said in a statement today.

Many travelers, it seems, remain unaware that no formal licensing requirement exists to sell travel, according to ASTA. But the VTA certification program, which is offered exclusively by ASTA, offers an opportunity for advisors to elevate their professionalism and credibility.

VeriVacation is meant to provide consumers with access to these verified professionals who meet ASTA’s gold standard.

ASTA said in a press release that it developed VeriVacation “in response to the notable increase in travel scams by unscrupulous so-called travel advisors, which has been reported in numerous national and local media outlets.”

“There’s a growing concern, echoed throughout our industry, over the lack of a nationally recognized and standardized credential for travel advising,” the ASTA press release explains. “VeriVacation provides consumers with a trusted solution in an under-regulated industry where anyone can call themselves a travel advisor.”

ASTA President and CEO Zane Kerby called the initiative a “cornerstone” in the organization’s mission to “professionalize and elevate the travel advisor industry.”

“We’ve made tremendous strides in redefining what it means to be a travel advisor,” Kerby continued. “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 are required to meet rigorous standards, including a minimum of two years of experience, demonstrated sales success, and specialized training in ethics, regulatory compliance, and customer relations.

VTAs must also complete continuing education every two years to maintain certification, ensuring they stay current on industry developments, legal requirements and best practices to deliver exceptional service to their clients.

ASTA is also planning what it called a “robust consumer awareness campaign” for early 2025. The campaign will include a series of commercials on digital platforms in the first half of the new year.

“As the complexities of travel continue to grow, travelers need a trusted resource to help them navigate their journeys,” continued Kerby. “VeriVacation is the answer, offering access to top-tier professionals who provide unparalleled expertise and personalized service.”

VeriVacation's soft launch is meant to give VTAs time to familiarize themselves with the backend of the platform and to update their profiles in preparation for the upcoming consumer awareness campaign.