The American Society of Travel Advisors announced a new marketing campaign today for VeriVacation, a platform that connects travelers with certified travel professionals.
The campaign includes two 30-second commercials that will debut across digital platforms ahead of the Super Bowl. The ads focus on addressing industry challenges, with one titled "Chatbot" highlighting the risks of AI-generated travel advice, while another called "Bats" warns consumers about travel scams and fraudulent advisors.
The initiative comes as ASTA aims to raise professional standards in an industry where barriers to entry have historically been low. Through VeriVacation, consumers can find travel advisors who have completed ASTA's Verified Travel Advisor certification program, which requires ongoing education every two years to maintain certification.
"VeriVacation has become a cornerstone in our mission to professionalize and elevate the travel advisor industry," said Zane Kerby, president and CEO of ASTA. "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."
ASTA plans to create additional commercials featuring real travel advisors and their clients, moving beyond the humorous approach of the initial ads. The platform launches as research shows 8 in 10 U.S. adults plan to take a vacation in the next 12 months, according to ASTA.
Editor’s Note: This article was generated by AI, based on a press release distributed by American Society of Travel Advisors. It has been fact-checked and reviewed by a TravelAge West editor.
