FRONTLINE
JENNIFER LYNCH general manager of ArrangeMY Escape in Worcester
To TikTok or not to TikTok? It’s a
question that’s been on my mind for quite some time. Whether at conferences, in
industry groups or online, TikTok seems to be the hot topic. A few years ago, we even gave it a try ourselves. But the question that keeps coming back to me is: can TikTok really be measured as an effective advertising tool for our kind of business? When I scroll through the app, I mostly see agency teams singing, dressing up or performing dances. Don’t get me wrong, it looks fun. But from a business perspective, I must ask: what’s the return on investment? And by investment, I don’t just mean money, I mean time. My team barely has five minutes
spare, let alone time to learn a dance routine. While I understand that more views equals more brand reach, I can’t help but wonder if someone 300 miles away really is going to book a holiday with us just because they saw us dancing?
INSPIRATIONAL CONTENT Let’s be honest: most TikTok users are on the platform for inspiration. That’s where travel content fits beautifully – destination-led videos are exactly what people want. I’m not convinced anyone needs to watch me sing, but turning our expertise into educational or inspirational TikTok videos could be a smart way forward.
26 6 NOVEMBER 2025 AGENT
I like TikTok, but is someone really going
to book a holiday with us just because they saw us dancing?
Some research told me 47% of
TikTok users have made a purchase after seeing something on the platform. Still, I wonder whether our audience truly aligns with TikTok’s demographic. The real question is what kind of content is right for us, and which audience are we trying to reach? One thing I do know for sure: whatever platforms we use, our marketing will always be informative, inspiring and authentic.
AI ASSISTANCE Speaking of technology, the industry further embraced AI this week as Riviera Travel introduced Riva AI. This feels game-changing
for agents. Imagine no longer spending hours on hold for simple queries and instead having instant access to marketing tools, sales insights and ready-made content. We also see AI assisting with
quotes and admin tasks. Fast forward a few years and our daily routines could look completely different, hopefully in a way that gives us more time to focus on clients. I use AI every day. I don’t depend on it, but it helps me work smarter. While there’s always talk about AI replacing jobs, I firmly believe human interaction can’t be beaten. What it will do, however, is challenge us to show our worth and adapt to new ways of working.
CALM BEFORE PEAKS This time of year always brings a slower pace and, I’ll be honest, I don’t love it. I prefer the buzz of constant enquiries and bookings. But there’s a silver lining: conversion rates tend to improve, our team has more time to nurture clients and we can use the quieter weeks to prepare for the peak season ahead. I’m already looking forward
to Black Friday; last year, it gave us a huge boost through the winter. All we need now are those early promotional offers from suppliers to do it all again!
Getting busy with butter at Broadway Museum
travelweekly.co.uk
TOP SERVICE IS OUR BREAD AND BUTTER
I’ve just had the pleasure of judging the ‘experience of the year’ category for the Worcester Tourism Awards. It’s been especially fun this year as I’ve found myself churning butter, making pottery, walking the Malvern Hills and exploring classic car museums. Each experience has been unique, but one thing ties them together: a dedication to delivering
high-quality service and keeping customers happy and engaged – values that align with what we do in travel. It’s been an invaluable experience, giving me fresh ideas for my own business, along with a renewed appreciation for the incredible talent we have here in Worcestershire – and who knows, maybe a few new clients along the way.
Andrea Clare HelenJen i Sharon Colin Andrea Clare Helen
Jenniferfer diary diary Sharon Colin
Jennifer
fer
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