ASTA Introduces Lead Generator Exclusively for Verified Travel Advisors

The American Society of Travel Advisors (ASTA) has soft launched an all-new consumer lead platform called VeriVacation, designed to drive leads exclusively to the Society’s Verified Travel Advisors (VTAs).

With the soft launch, VTA-certified advisors will have time to familiarize themselves with the backend of the platform and to update their profiles in preparation of an upcoming consumer awareness campaign.  (Any ASTA member who becomes a Verified Travel Advisor will have access to consumer leads beginning next year.)

According to ASTA, VeriVacation allows travelers to find VTAs “who are committed to excellence and uphold their fiduciary responsibility to their clients on every trip they plan.”

The platform rewards both consumers who choose to book their travel with an agency as well as advisors who commit to being better trained.

ASTA developed VeriVacation in response to the notable increase in travel scams by unscrupulous so-called travel advisors, which is often reported in national and local media outlets. Such media coverage damages the travel agency community and ASTA believes there’s a growing concern over the lack of a nationally recognized standard for travel advising.

“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.”

VTA Certification

To earn 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. 

A consumer awareness campaign is planned for early 2025. It will include a series of commercials rolling out 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.”