TV presenter Patrick Aryee has called on agents to be “commissioners of content” to help drive adventure and expedition cruise sales.
Aryee, who has worked on three series with Sir David Attenborough, said he believed there was “an uncomfortable amount of opportunity” for agents to use content to their advantage and promote their services.
“People want escapism, and if you work in the travel industry then escapism is your bread and butter,” he said.
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“Use media to your advantage because you will build the trust of your audiences and leverage that position to sell the product or your services.”
He later told Travel Weekly that the “easiest” way of selling holidays was to produce podcasts using content sourced from fam trips.
“It is all about exposure of your brand. Customers need to know the name of your agency otherwise they will not search for your name,” he added.
“You can set aside one hour each day [on a fam trip] to speak to one person. On one trip you could speak to 10 people. See yourself as a curator of experiences.”
Experts, he added, would be eager to appear on podcasts to help build their own public image.