Travel Counsellor Marie Rowe breaks down how clients want ‘more’ than traditional itineraries when it comes to selling the states and implores agents to ignite inspiration by changing their perspective
"Let’s address the elephant in the brochure rack. The USA currently feels like a tough sell, right? Headlines are relentless, and clients are hesitant. But I think the real challenge isn’t risk, it’s a lack of inspiration."
"It’s easy to think that the USA sells itself. But when you look at what is happening across the wider travel landscape – clients want more. More depth, more originality, more authentic experiences, and more adventure. The USA isn’t exempt from that shift."
"The predictable itineraries like NYC breaks and Orlando theme parks are the ones most likely to be deferred. When a trip is merely a nice idea rather than something you’d crawl over broken glass for, it doesn’t take much for a bit of media driven anxiety to win."
When inspiration strikes
"This is our opportunity to inspire clients by aligning the USA with today’s trending niches: wildlife encounters in vast National Parks, eco-lodges, stargazing under desert skies, and epic rail journeys. When we look beyond the basics, the USA transforms from an obvious product choice into an extraordinary proposition."
"In May, I’m taking the Rockies to the Red Rocks route between Denver and Salt Lake City on the Canyon Spirit. I’ll be immersing myself in the epic landscapes and cultures of Colorado and Utah. That isn't just a trip; it’s a narrative a client can emotionally invest in – one that makes the news cycle feel small by comparison."
"From the Great American West to the Deep South, we have access to landscapes that simply don’t exist elsewhere. If we want to grow USA sales, we can’t rely on recycled ideas. We need to swap the obvious for the unforgettable."
"We have a real opportunity to suggest itineraries that inspire our clients to get excited about all that the USA has to offer beyond the basics."
