ITTN Talks to Brand USA's Jackie Ennis

ITTN’s Sharon Jordan sat down with Jackie Ennis, Vice President, Global Trade Development at Brand USA, to find out how the organisation is supporting travel agents and tour operators with free training, itinerary planning tools and marketing resources.

If you are new to selling the USA knowing where to start can be very daunting. Sharon asked Jackie to give an insight for agents new to the trade an overview on where to start and according to Jackie Ennis, Brand USA has made it easier than ever for travel professionals to access everything they need in one place.

"We're essentially the U.S. tourist board" Jackie explained. "We're the nation's official destination marketing organisation."

Although Brand USA works alongside the U.S. Department of Commerce, Jackie pointed out that it operates as a private, non-profit organisation.

"We're not part of the federal government”, "So when government shutdowns happen, we don't shut down. We're a separate entity."

https://www.youtube.com/watch?v=rR9RkpDy7VM

With representation across 15 countries and more than 25 international regions, Brand USA's focus is on inspiring international visitors while giving the travel trade the tools to confidently sell the destination.

For agents wondering where to begin Jackie says the dedicated travel trade website is the best place to start.

"There we have a whole list of resources" Jackie said. "We have multi-state driving itineraries which are both inspirational and bookable through the trade. They're completely customisable and I think there are around 40 of them now. We're always adding new ones."

The website offers far more than itineraries. Agents can also access a media library filled with downloadable photography, videos and social media content, making it easier to promote the USA across digital channels.

Link: Industry Resources | Brand USA

Travel professionals will also find updates on new hotel openings, festivals, sporting events, destination news, receptive operators and a wide range of planning resources.

Another feature Jackie highlighted is the online Trip Planner, which allows agents to build personalised itineraries based on their clients' interests.

Jackie used Salem and Boston as an example she explained how the tool does not just suggest driving routes.

"You can completely customise an itinerary online," she states. "You can see if you want to drive, take a train, a bus or even a ferry. It gives people different ways to experience a destination."

For Sharon, it was one of the standout features of the platform.

"Being able to build an itinerary and then use the images and videos for social media really helps," Sharon says. "It helps the sales."

Training also remains a key focus for Brand USA through its USA Discovery Program. Brand USA have an online learning platform for agents.

"We relaunched it a couple of years ago and it's now available in a mobile format as well" Jackie explained.

Agents can work through destination modules and earn Bronze, Silver, Gold and Platinum status, but Jackie believes one of its biggest strengths is that it continues to be useful long after the training is complete.

"If you've completed a badge but later need to remind yourself about Nashville, for example, you can simply go back and look at the content again" Jackie said.

The platform also allows advisors to email professionally presented itinerary PDFs directly to clients.

"They include maps and driving distances but no prices" Jackie explained. "It's a really great sales tool as well as being a training tool."

As more Irish holidaymakers continue to explore the USA Brand USA's free resources offer travel professionals a valuable way to build their product knowledge create bespoke itineraries and market the destination more effectively.