ASTA Officially Launches VeriVacation: A Lead Generator for Verified Travel Advisors

The American Society of Travel Advisors (ASTA) has announced the official launch of VeriVacation, a new lead platform that was created to connect consumers with ASTA Verified travel advisors (VTAs).

ASTA soft-launched VeriVacation back in December, giving travel advisors the opportunity to try out the platform and update their profiles.

ASTA is rolling out a consumer awareness campaign to introduce the public to VeriVacation. The Society is releasing two professional commercials across digital platforms—supported by one of the largest digital marketing campaigns in ASTA’s history.

“These ads highlight the importance of verifying the professional credentials of anyone claiming to be a travel advisor—especially in an era where travel scams and misinformation are on the rise. In an under-regulated industry where anyone can call themselves a travel advisor, VeriVacation offers a trusted solution by providing consumers with access to verified professionals who meet ASTA’s gold standard,” ASTA said in a release.

“This initiative 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 VeriVacation website is live at https://verivacation.com/.

Verified Travel Advisor (VTA) Certification

The ASTA VTA certification program was developed to help seasoned travel advisors elevate their careers. Becoming a VTA bolsters credibility, and comes with benefits such as early access to all ASTA events and special supplier events, recognition, and even bonus commissions.

First launched in 2017, the program offers courses on subjects such as standards in service, ethics, and regulatory compliance. While all advisors are allowed to complete the program, certification is limited to those who meet minimal requirements, such as time in the industry and annual sales volume. VTAs must complete continuing education every two years to maintain certified status.

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