by Lacey Pfalz
Last updated: 1:00 PM ET, Fri February 7, 2025
The American Society of Travel Advisors (ASTA) has announced a new platform connecting travelers with Verified Travel Advisors (VTAs), called VeriVacation, along with a new campaign featuring two commercials debuting across digital platforms ahead of the Super Bowl.
The two commercials highlight VeriVacation’s importance in credentials in an era where misinformation reigns online and travel scams are prevalent.
The VTA certification is ASTA’s highest level of industry standard. VTAs must complete continuing education every two years to ensure advisors maintain their level of service and support. The platform also provides VTAs a new way to generate leads.
“VeriVacation has become a cornerstone in our mission to professionalize and elevate the travel advisor industry,” said Zane Kerby, President & CEO of ASTA. “We’ve made tremendous strides in redefining what it means to be a travel advisor. 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.”
The campaign’s two commercials are each thirty seconds long and expose the risks of online travel planning: “Chatbot” follows the downsides of trusting in AI-generated advice, while “Bats” warns against travel scammers.
VeriVacation celebrated its soft launch in early December, 2024.
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