What is the story about?
What's Happening?
Journey Beyond has announced the return of its Become a Beyonder campaign, offering travel agents the opportunity to participate in an exclusive 10-day famil in March 2026. Alicia Triggs, the executive general manager of sales and partnerships at Journey Beyond, expressed excitement about the initiative, which aims to provide agents with firsthand experiences of the company's offerings. The famil includes a variety of unique experiences such as touring the Red Centre, dining under the stars, and luxury accommodations. Agents can enter the competition through multiple categories, including bookings, sales, service stories, creative campaigns, and webinar participation. The campaign is designed to enhance agents' understanding and advocacy of Journey Beyond's products.
Why It's Important?
This initiative is significant for the travel industry as it strengthens the relationship between Journey Beyond and travel agents, who play a crucial role in promoting and selling travel experiences. By offering agents firsthand experiences, Journey Beyond aims to create brand advocates who can effectively communicate the value of its products to potential customers. The campaign also highlights the importance of experiential marketing in the travel sector, where authentic and exclusive experiences can differentiate a brand in a competitive market. Travel agents stand to gain valuable insights and experiences that can enhance their professional expertise and client offerings.
What's Next?
Travel agents interested in participating in the famil can enter the competition by making bookings, generating sales, sharing success stories, creating campaigns, and attending webinars. The entry period runs from September 1 to October 31, 2025. Journey Beyond will continue to engage with agents through its Experience Hub, providing resources and trade assets to support the sale of eligible products. As the campaign progresses, additional experiences and 'champagne moments' will be revealed, further enticing agents to participate and promote Journey Beyond's offerings.
Beyond the Headlines
The campaign underscores the evolving role of travel agents in the industry, where expertise and personal experience are increasingly valued by consumers seeking unique travel experiences. It also reflects a broader trend towards immersive and authentic travel offerings, which cater to a growing demand for meaningful and memorable journeys. By investing in agent education and engagement, Journey Beyond is positioning itself as a leader in experiential travel, potentially influencing industry standards and consumer expectations.
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