Brand USA launches agents’ online training programme
Brand USA launched a new online training programme for UK-based travel agents on the opening day of Pow Wow, being held this year in Las Vegas.
The one-year-old tourism body for the US also announced a new partnership with live theatre production company Cirque du Soleil.
Jerry Nadal, senior VP of Cirque, said the partnership would include online specialist training, global advertising and fam trips with key tour operators worldwide.
The online training programme for UK and Ireland agents will provide information on regions and US states and territories, as well as experiences and holiday themes
Housed at www.USADiscoveryProgram.co.uk it will also offer agents the chance to take part in interactive quizzes to become US specialists, and receive award badges as a recognised qualification of expertise.
There are five regional tests that need to be completed before moving onto the specialist modules, which are more experience based. It is when agents pass these quizzes that they become a USA Specialist, such as a USA Fly-Drive Specialist or a USA Great Outdoors specialist.
The programme has launched with three specialist experience modules – Big City Buzz, the Great Outdoors and Winter Sports; over the coming months further modules, including Food and Drink, Music/Heritage/Culture, Fly-Drive, Coastal Escapes and Family will be added.
The USA Discovery integrates with Facebook and Twitter, as well as being an online forum where agents can share knowledge, asking questions and interacting with their peers.
Members will also be offered video training sessions and live Q&As and they will be invited to roadshows and fam trips.
"We are incredibly excited to be launching this innovative and interactive online training course. We hope the USA Discovery Program will provide agents with the knowledge and skills needed to sell the USA more effectively to their customers," said Chris Thompson, president and CEO, Brand USA.
"By creating a platform that allows Brand USA to speak directly to the agents we hope to give them a voice to deliver feedback on what they would find useful in future modules. This ever-evolving and developing program has vast opportunities for both agents and US partners to interact, and we look forward to working with them to provide the support and tools they need to sell this land, like never before."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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