New collective turns agent influencers into destination marketing gurus

Young influencer vlogging from the seaside at sunset
By Alexandra Coulton


A group of influential travel agents have banded together to create a social marketing network for the post-pandemic travel industry.

As domestic travel restrictions begin to ease, the Agents of Influence (AOI) aims to use the influence of agents who are active on social media to tell stories from a destination marketing perspective.

Creative Aussie travel agents with a strong social media presence and repeat client base will be influential in helping revitalise customer confidence.

The aim of AOI is to use those same agents to tell a destination’s inspirational marketing stories, use their unique content and social media skills to deliver on a brand’s marketing objectives and make sales in real-time.

From June, the new brand will offer content and social marketing solutions as part of bespoke agent famils, agent or hotel destination matching, itinerary creation and agent training.

According to one AOI founding member, Jake Cassar of Travel Counsellors, agents who can create inspiring travel content in 2020 are more relevant than ever to their customers, travel brands, DMC’s, airlines and hotels.

“If the COVID-19 pandemic has taught us anything, online is for looking but experienced travel agents like those we’ve managed to bring together for the AOI are for booking,” he said.

“This group of agents are the creme-de-la-creme when it comes to their digital craft, whether that be breathtaking photography, drone videos, memes or simply a kick-ass social media presence that drives leads.

“We’ve built this to help elevate them and give them a unique voice in the industry at this time.”

AOI founder and travel producer Jeremy Drake said this initial group of agents is well placed at a time when travel brands and destinations need a boost.

But more importantly, he said, agents who can deliver both quality content as well as a booking are a unicorn opportunity for businesses who are navigating their way out of this pandemic.

“I first came across a group of talented agents while on famil in the US and was struck by their passion to create and tell beautiful stories,” Drake said.

“But post-COVID-19, I realised that businesses need more than just beautiful content, they want measurable sales from people who know how to also connect with consumers.

“An AOI can help to bridge that gap by providing a destination with rights-free content and an innate understanding of how to turn that content into a customer.”

Featured image credit: iStock.com/martin-dm

Latest News

  • Hotels

Hotel d’Inghilterra completes its extensive restyling

Hotel d’Inghilterra, the historic and unique accommodation landmark in Rome, has completed its rebirth with the iconic property enhancing its charm event further. Located just a few steps from the iconic Spanish Steps and the Via Condotti, the hotel’s innate elegance has been home of international patrons and Roman nobility since the mid 16th century. […]

  • Cruise

Oceania Cruises unveils its new brand value promise to all guests

Culinary- and destination-focused cruise line, Oceania Cruises, has unveiled its ‘Your World Included’  featuring an updated selection of always included amenities. The new offer cements the brand’s promise of ‘Your World, Your Way’ branding and as part of it, all guests will receive included shipboard gratuities for stateroom attendants, butlers, and dining waitstaff automatically in […]

  • Destinations

Adventure World unveils new Canada MAKE TRAVEL MATTER campaign

Adventure World has unveiled a new Canada campaign going beyond breathtaking landscapes and iconic sights and inviting Aussie travellers to MAKE TRAVEL MATTER by giving back to the destinations they explore. Through the innovative MAKE TRAVEL MATTER program, starting this month, travellers can add meaningful experiences to their Canadian adventures. Imagine participating in a wildlife […]

  • News
  • Tourism

Intrepid Adventures launches new travel show on Channel 10

Intrepid Travel has launched a new six-part travel series, Intrepid Adventures, premiering on Channel 10 this Sunday, 8 September. In partnership with creative production house, Sloane Media and the Moroccan National Tourist Office, the program shifts the spotlight from traditional tourist sights to the local guides and communities that bring each destination to life. The […]

  • Luxury
  • News

Luxury Travel Collection reveals ‘Leaders who Lunch’ series

The Luxury Travel Collection (LTC) launched ‘Leaders Who Lunch’ (LWL) with its first event today, bringing together an intimate group of luxury advisors with global luxury partner, Silversea. This new series of intimate, invitation-only lunches will connect influential global senior leaders from LTC’s luxury partner network, with a hand-selected group of members to nurture elevated […]

  • Cruise
  • Travel Agents

MSC Cruises hosts ’Deep Dive on Japan’ webinar

MSC Cruises has announced an exclusive webinar tailored for travel partners that offers an in-depth look at their Japan 2025 itineraries and more. The 20-minute webinar, followed by a 5-minute interactive Q&A session, is designed to provide travel partners with comprehensive insights into the popular destination of the Far-East and top selling itineraries. Japan and […]

  • News

World-first education initiative introduces “Guardian of the Reef” platform

Tourism Tropical North Queensland has partnered with Expedia in the US, UK and Australia to introduce the “Guardian of the Reef”, a world-first platform. Conservation curious travellers can visit the newly launched website and work through a series of short educational videos, each with a coupon reward system to use with Expedia bookings on the […]

  • Cruise

Explora Journeys announces godmother for EXPLORA II

Explora Journeys, the luxury lifestyle ocean travel brand of the MSC Group, has announced that environmentalist Rosalba Giugni as the godmother of their newest ship, the EXPLORA II. The ship’s official naming ceremony will be on 15 September 2024 in Civitavecchia, Italy and marks the latest addition to the Explora Journey’s fleet. It reflects the […]

  • Aviation

Malaysia Airlines launches direct flight to Paris

Malaysia Airlines has announced direct flights to Charles de Gaulle Airport (CDG) in Paris, marking a key milestone in the airline’s European expansion. This route, which will commence on 22 March 2025, represents Malaysia Airlines’ 68th destination, reinforcing its position as the gateway to Asia and beyond. In celebration of the route’s return after nearly […]

  • Hotels

Oasia Resort Sentosa unveils new room category and junior suites

The Oasia Resort Sentosa has unveiled its latest Courtyard Premier rooms and refreshed Junior Suites as well as a staycation offer for pet owners and their furry friends. Located on level two in the Palawan Wing, the 19 Courtyard Premier rooms each span 63sqm with a spacious alfresco area with bean bags and a dining […]

  • Hotels

Park Regis by Prince Singapore debuts under a new brand name following extensive refurbishments

The debut of the Park Regis by Prince Singapore marks the global expansion of Seibu Prince Hotels & Resorts since launching its new global brand identity in April. Following this rebranding of the property and extensive refurbishment, Park Regis by Prince Singapore is an urban oasis that effortlessly encapsulates the essence of its unique bi-culture […]