The American Society of Travel Advisors (ASTA) has soft-launched a new platform called VeriVacation, designed to connect travelers with ASTA Verified Travel Advisors (VTAs). This platform aims to address the growing issue of travel scams involving individuals falsely posing as travel advisors.
VeriVacation features advisors who meet ASTA’s rigorous standards, including completion of core courses in legalities and ethics, a minimum of two years of experience, and meeting sales thresholds. Advisors are also required to pursue continuing education to maintain their status on the platform.
ASTA created VeriVacation to provide consumers with a trusted resource, as many travelers remain unaware that there is no formal licensing requirement to sell travel. According to ASTA, travel agency sales are projected to make up 26% of the total market share by 2026, further emphasizing the importance of verified expertise in the industry.
ASTA’s CEO, Zane Kerby, commented on the initiative, stating, “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.”
To increase consumer awareness, ASTA plans to launch a consumer-awareness campaign in 2025, featuring a series of digital commercials to educate the public on the benefits of working with a verified advisor.
For now, VeriVacation is live, and ASTA is encouraging VTAs to update their profiles and familiarize themselves with the platform’s features. Consumer leads will be made available to VTAs starting in 2025.
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