NEWS — AMERICAN IDOL 2014
LAUREN BUILDS her US knowledge
While destination knowledge and training is a fundamental part of building a reputation as a specialist agent, the key is using that knowledge to sell and create perfect itineraries for clients.
That is what Travel Weekly and
Brand USA’s American Idol Lauren Greenway learned after an agency visit from USAirtours. Lauren, who works in Carrick
Travel’s Kenilworth branch, became our American Idol after entering a competition to find an agent who wanted to boost their US sales and win a place on next year’s Brand USA MegaFam. And last week she received
a visit from USAirtours chief executive Guy Novik and key account manager Ines Ferraro, who talked her through the operator’s product range. “It really helped to be able to use the knowledge I’ve gained from the USA Discovery Program and see how I can use that to sell to our customers,” Lauren says. “Ines talked me through the
brochure and USAirtours partners such as Trafalgar.” She adds: “USAirtours is a
perfect match for our customers, About USAirtours
USAirtours has specialised in creating bespoke holidays to the US for more than 30 years and its team has earned the right to call themselves ‘tailor-made experts’. Its product range includes city breaks, multi-centre fly-drives, ranch holidays, Amtrak itineraries and much more besides. USAirtours also has its own Orlando office that hand picks villas and apartments to ensure that you can guarantee your customers both quality and value.
“This competition is a great way to focus attention on our engagement with the retail programme”
who often look at packages, but want to create something themselves.
“Being able to create individual
Lauren with Gerry Boyle, Brand USA (left), and Guy Novik, USAirtours. Main picture: Guy Novik talks Lauren through the operator’s brochure
itineraries is great for our clients and fits with what we do as an agency.” Lauren has now completed five modules on the online Discovery Program, adding Coastal Escapes and Fly-Drive badges to the Regional, Food and Drink and Great Outdoors sections. But she admits it’s too early to think where she’d like to go on the MegaFam. Gerry Boyle, travel trade
director for Brand USA, said the
response to the American Idol competition from agents, suppliers and destinations had shown the importance of championing the role of agents.
“This competition is a great
way to focus attention on the Discovery Program and on our engagement with the retail programme,” he says. “Working with Lauren as our American Idol to build her knowledge and reach out to her customers has resulted in some great feedback, and I know there will be more destinations within the USA wanting to get involved.”
Customers can still only book a USAirtours
holiday through a travel agent and the operator’s Incentive Award Card is one of the most the most popular reward schemes in the industry.
usairtours.co.uk
18 September 2014 —
travelweekly.co.uk • 13
PICTURE: WHITE STALLION RANCH
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