Potential travelers now have access to a database of trusted travel advisors, thanks to a new tool designed by the American Society of Travel Advisors (ASTA). Through the new platform — called VeriVacation — consumers can be matched with agents who meet a certain set of training criteria and are designated as ASTA Verified Travel Advisors (VTAs). These agents have a minimum of two years of experience, have demonstrated sales success, have passed specialized training courses and must complete continuing education every two years.
Our Analysis: A Lack of Regulation in Advising Has Led to a Problem With Professionalism
Professionalism is a hot-button issue in the world of travel advising, where there is no formal licensing required to sell travel. This, coupled with a rise in travel scams, has led ASTA to take the lead in developing a solution, ensuring that clients who use VeriVacation are connected only with agents who are serious professionals. Travel advisors, if you’ve been thinking about becoming a VTA, now might be the time, as VTAs will get access to the tool beginning next year.
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.
Fast Facts: What to Know About VeriVacation
- The current soft launch of the tool will be coupled with a consumer awareness campaign in early 2025 that includes digital commercials.
- Travel agency sales are projected to hit 26% of the total market share by 2026.
- ASTA says it will continually revise the platform based on user feedback.
- VeriVacation’s homepage includes areas where a consumer can input their future destination, departure dates, travel type, travelers and budget. It also outlines more information about the VTA process.
- Between now and early 2025, ASTA members are encouraged to update their advisor profiles and familiarize themselves with the platform.
What They Are Saying: VeriVacation Will Become a Trusted Resource for Travelers
“This initiative has become a cornerstone in our mission to professionalize and elevate the travel advisor industry,” said Zane Kerby, president and 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.”
“As the complexities of travel continue to grow, travelers need a trusted resource to help them navigate their journeys,” Kerby added. “VeriVacation is the answer, offering access to top-tier professionals who provide unparalleled expertise and personalized service.”
