We’re living in a world where travel scams and impersonation are getting harder and harder to detect. While the role of the travel advisor evolves and modernizes, the fraudulent behavior grows right along with it. How are consumers able to know if the person they’re working with is legitimate?
The American Society of Travel Advisors (ASTA) offers a solution to this rising issue with its Verified Travel Advisor (VTA) certification program, and recently, the organization has taken it a step further by introducing VeriVacation, a tool that connects consumers with trusted travel advisors to plan their vacations.
This lead generator is offered exclusively to Verified Travel Advisors, which means there’s no better time than now for advisors to complete the program.
“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.”
In early 2025, ASTA launched a campaign to bring awareness to the new tool, which included two 30-second commercials. One exposed the risks that come with trusting recommendations made solely from chatbots, and the other educated consumers on the prevalence of bad actors posing as advisors. Plans are in the works to shoot additional content as well.
“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.”
While almost everyone can refer to themselves as a travel advisor, not just anyone can call themselves a Verified Travel Advisor. To earn this certification, advisors need two years of experience, demonstrated sales success and training in topics including ethics and compliance. Once certified, advisors must also maintain good standing by completing continuing education. This ensures VTAs have the latest information on industry developments and legal requirements for their customers.
The VeriVacation website goes into detail on why travelers should use a Verified Travel Advisor, pointing out key reasons like personalized planning, peace of mind and 24/7 support. The page also offers a slew of travel inspiration to get consumers thinking about where they want to jet off to next.
Once an idea comes to fruition, potential clients can choose from an array of travel types — ecotourism, river cruises, family friendly, romance travel, etc. — conveniently listed on the website. Clicking on a travel type brings them to a page of VTAs willing and ready to help plan their next trip.
Want your profile to be found in this list? If the answer is yes, it’s time to prioritize becoming a Verified Travel Advisor.
Learn More
Verified Travel Advisor
The Verified Travel Advisor certification program is a course advisors can take to be listed as reputable, trusted advisors. Visit asta.org/vta to enroll.
VeriVacation
VeriVacation is a consumer lead generator exclusively for Verified Travel Advisors. Visit verivacation.com to learn more.
This article originally appeared in the Summer 2025 issue of The Compass magazine.
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