The American Society of Travel Advisors (ASTA) is excited to announce the soft launch of its new consumer lead platform, VeriVacation, designed to connect travelers with ASTA Verified Travel Advisors (VTAs). The VTA certification program is offered exclusively by ASTA and designed to elevate the professionalism and credibility of travel advisors.  

VeriVacation allows travelers to find VTAs who are committed to excellence and uphold their fiduciary responsibility to their clients on every trip they plan. Travel agency sales are projected to reach 26% of the total market share by 2026, 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, which has been reported in numerous national and local media outlets. There’s a growing concern, echoed throughout the industry, over the lack of a nationally recognized and standardized credential for travel advising. VeriVacation provides consumers with a trusted solution in an under-regulated industry where anyone can call themselves a travel advisor. 

To earn the Verified Travel Advisor certification, travel advisors must 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 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 to deliver exceptional service to their clients.

The need for trusted travel advisors has never been greater. A robust consumer awareness campaign is planned for early 2025, that will include a series of commercials rolling out on digital platforms in the first half of the new year. 

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 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.