Brand USA has doubled down on its push to broaden Australian perceptions of the United States, hosting a multi-state famil designed to showcase the accessibility, diversity and sellability of destinations beyond the traditional gateway cities.
The ‘Trail the American West’ program brought together eight travel advisors from across the Helloworld network for an on-the-ground educational experience spanning California, Nevada and Oregon, with a strong focus on regional connectivity and experience-led travel.
Led by Brand USA Trade Manager for Australia & New Zealand, Lexie Miliatis, the famil included Craig Williams (Helloworld – HTG), Emma Stirrup (Helloworld Travel Bacchus Marsh), Prue Herron (South Coast Cruise and Travel), Narelle Olsen (Helloworld Travel Naracoorte), Shannon Lamont (RACQ Travel North Lakes), Taylah Ion (Helloworld Travel Willetton), Lauren Perrow (MTA Travel) and Katie Dean (Helloworld Travel Mildura CBD).
The initiative forms part of Brand USA’s ongoing strategy to equip frontline agents with the tools and confidence to sell a broader range of U.S. destinations, as demand grows for more personalised, experience-led itineraries.
Regional connectivity in focus
The itinerary combined air and self-drive elements to demonstrate the ease of multi-region travel across the U.S., kicking off in San Francisco with visits to key attractions including the Golden Gate Bridge, Alcatraz Island and Pier 39.
From there, agents travelled by road to Lake Tahoe, where the program highlighted a range of bookable experiences, including a Tahoe Paradise wine tasting cruise, an Emerald Bay sightseeing tour and a scenic gondola ride to Heavenly Mountain Resort.
The group also experienced premium and lifestyle product, with dining at Hell’s Kitchen by Gordon Ramsay and a stay at Margaritaville Resort, reinforcing the destination’s broad appeal across multiple client segments.
The journey then continued via regional air into Oregon, followed by a self-drive through Southern and Central Oregon. Stops included Crater Lake National Park and Smith Rock State Park, before wrapping up in Portland.
Along the way, agents were exposed to a diverse mix of product spanning national parks, culinary experiences, local touring and live sport, underscoring the depth of experiences available outside the major US hubs.
Immersive learning drives engagement
A standout element of the famil was an interactive learning initiative, with each participant assigned a colour to capture throughout the journey. The exercise encouraged agents to focus on the finer details that elevate travel experiences, while reinforcing practical itinerary-building skills.
“This famil has given me invaluable memories and experiences that I am excited to take back to my agency. Having personal, lived experiences helps enhance our clients’ itineraries and their confidence in me as their agent,” said Prue Herron, South Coast Cruise and Travel.
“What an incredible experience going off the beaten path and exploring regions in depth within the heart of communities. Travelling by road allowed us to really take in the views and understand how accessible these areas are. I can’t wait to promote these destinations to my clients,” added Narelle Olsen, Helloworld Travel Naracoorte.
Supporting broader USA storytelling
The famil reinforces key trade messaging around accessibility, regional connectivity and the growing appetite for experience-led travel, while also tapping into emerging motivators such as live sport and global events including the FIFA World Cup 2026.
By pairing iconic highlights with lesser-visited destinations, Brand USA continues to position the U.S. as a highly flexible, multi-region destination for Australian travellers.
The program also highlights the critical role of destination and supplier partners in delivering impactful trade training, as Brand USA continues to invest in immersive experiences that drive deeper agent engagement and more diverse U.S. storytelling at point of sale.
