ASTA Launches Official Campaign for New Consumer Tool: VeriVacation
The American Society of Travel Advisors (ASTA) recently announced the official campaign for VeriVacation, a new platform designed to connect travelers with Verified Travel Advisors (VTAs).
To introduce VeriVacation to travelers nationwide, the trade organization rolled out a multifaceted advertising campaign, including two new professionally produced commercials that debuted across digital platforms ahead of the recent Super Bowl.
According to ASTA, these ads highlight the importance of verifying the professional credentials of anyone claiming to be a travel advisor—especially in an era where travel scams and misinformation are on the rise. In an under-regulated industry where anyone can call themselves a travel advisor, VeriVacation offers a trusted solution with access to verified travel planners who meet the Society's high standards of ethics and professionalism.
"VeriVacation 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."
The VTA certification is a rigorous professional development program designed to showcase travel advisors' commitment to ASTA's highest level of standards in service, ethics, and regulatory compliance. To maintain their status, VTAs must also complete continuing education every two years, ensuring travelers receive expert guidance and support on every trip.
The campaign launches with two 30-second commercials designed to capture attention through humor while addressing two of the industry's most pressing challenges. The first commercial, titled "Chatbot," exposes the risks of blindly trusting chatbot recommendations and the pitfalls of relying on AI-generated advice. The second commercial, "Bats," addresses the growing prevalence of bad actors posing as travel advisors, urging consumers to stay vigilant against travel scams and emphasizing the importance of booking with a trusted travel professional.
ASTA intends to create a variety of commercials that stretch beyond the humor of these initial efforts, with plans to shoot content that features real-life travel advisors and their clients—something ASTA says it has been doing recruiting for over the past year.
The need for trusted travel advisors has never been greater. With 8 in 10 U.S. adults planning to take a vacation in the next 12 months, consumers need to be confident they can rely on the professionals they work with to plan their travels.
"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."
For more about ASTA's Verified Travel Advisor Program, visit: ASTA.org/VTA
Courtesy of Groups Today.
