ASTA has soft-launched a platform designed to connect travelers with ASTA Verified Travel Advisors.
Called VeriVacation, the platform spotlights advisors who have completed core courses in legalities and ethics, have worked as an advisor for at least two years and have met sales thresholds. Continuing education is also required.
ASTA said it created VeriVacation in part because of an uptick in travel scams from individuals posing as travel advisors.
"Travel agency sales are projected to reach 26% of the total market share by 2026, but many travelers remain unaware that no formal licensing requirement exists to sell travel," ASTA said. "VeriVacation bridges this gap by providing consumers access to verified professionals who meet ASTA's gold standard."
ASTA CEO Zane Kerby said, "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."
ASTA is planning a consumer-awareness campaign, which will roll out via a series of commercials on digital platforms in 2025.
Meanwhile, VeriVacation is live. ASTA is encouraging VTAs to update their profiles on the platform and get to know its back end. ASTA said it expects to update the platform and its functionality.
VTAs will get access to consumer leads from VeriVacation starting next year.