COMMENT 6H I ũ -ƊH ŶPG Fź 6H I ũ -ƊH ŶPG Fź MANAGING DIRECTOR, ONLINE TRAVEL TRAINING


Honest advice helps travellers to see past the hype


Social media is now the single biggest driver of travel inspiration, with 75% of consumers turning to platforms such as Instagram and TikTok to choose their next holiday destination, according to a 2024 study by travel technology company PhotoAid. But while these platforms offer visually stunning snapshots of the world, they often show onlÞ Ìhi }loÃÃÞ] wlÌiÀi` hi}hli}hÌÃ] >n` not the crowds, queues, algae blooms or overpriced cafes. For many travellers, this leads to a widening “expectation versus reality” gap – a phenomenon well documented by psychologists and travel experts alike. This is where the trade plays a


critical role. In an era of curated content and digital illusion, agents are the reality check. With grounded, mÕlÌiÃoÕÀVi` inÃi}hÌà q vÀom wÀÃÌ-h>n` inëiVÌionÃ] VliinÌ vii`L>Vk >n` Õ«- Ìo-`>Ìi ÃÕ««liiÀ ÌÀ>inin} q vÀonÌlini sellers can help travellers see beyond the hype. According to [Aspire’s sister title] Travel Weekly, 65% of travellers rank product knowledge as the most valuable service an agent provides. That knowledge builds credibility – and credibility builds loyalty. Fam trips are an excellent way to gain wÀÃÌ-h>n` knoÜli`}i ov `iÃÌin>ÌionÃ]


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products and services. However, it’s not realistic to visit every destination you sell. That’s why it’s essential to stay informed through a variety of trusted, reliable sources, such as supplier updates, industry publications, online training and client feedback – all of which help you to stay sharp and in the loop. There’s immense value in honest


iÃÃiV> -hilÌon-Ƃ}>À h>Ã moÀi than a decade of experience across cruise, touring and destination management, from


growing APT’s brand presence in the UK to spearheading global sales strategies at Discover Qatar. She is now at the helm of Online Travel Training (OTT) and is passionate about equipping the travel trade with innovative tools that elevate their expertise.


advice. Telling a client “yes, it’s beautiful – but be aware it’s overrun with tour buses by 10am” is the kind of insight no social feed offers. Advisors can explain that a “short walk to the beach” might Li > ÃÌii« £x-minÕÌi Õ«hill ÀiÌÕÀn] or that a “vibrant neighbourhood” can mean noisy bars open until 2am. This kind of context protects client satisfaction – and your reputation. Social platforms also drive a Ìin`inVÞ ÌoÜ>À`à oÛiÀ-«l>nni`] ÌiVk-LoÝ ÌÀ>Ûil° /hi ÌÀ>`i ià ÕniµÕilÞ placed to rebalance that, creating itineraries that allow space for real enjoyment, not just content creation. That’s not to say agents should


Social platforms drive a tendency towards


over-planned, tick-box travel. The trade is uniquely placed to rebalance that


ignore social media – far from it. The best ones use it responsibly: Ãh>Àin} ÕnwlÌiÀi` inÃi}hÌÃ] y>}}in} seasonal timing issues and offering Ài>l-ÜoÀl` ÌÀ>Ûil }Õi`ià À>ÌhiÀ Ìh>n Ã>lià «iÌVhið n > m>ÀkiÌ yoo`i` with hype, ‘honest expertise’ is a true differentiator. For travellers increasingly seeking authenticity – especially in the luxury segment – > Üill-invoÀmi`] ÌÀÕÃÌÜoÀÌhÞ ÌÀ>Ûil agent is not just useful; it’s essential.


JUNE 2025 ASPIRE 25


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