Column: Agents can get an edge by tuning in to popular culture

06/25/2013 | Travel Research Online

Many elements of popular culture, such as music, television and movies, are tied to a perfectly marketable travel destination that savvy agents can bring up the next time they talk to a client, Richard Earls writes. From places visited by celebrities to settings for hit movies or books, these locations provide an emotional spark that can be fulfilled through travel, Earls writes. "Travel validates our existence, much as good movies, celebrity or literature does. It appeals to our most basic identification with exploration and discovery. When we tap into those emotions, travel agents move clients to take the leap, to act instead of watch, to be a participant in a wider world," Earls writes.

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