Travel advisors should be capitalising on their travel expertise and experiences on social media to better sell their skills and knowledge, says Michael Londregan, Senior Vice President of Global Sales for Virtuoso.

Tour operator Collette has partnered with content platform Rallio to help enhance the social media presence of its trade partners, transforming how advisors market its travel experiences online.

Member participation in Virtuoso’s new Social Media Content Centre has already exceeded that of its previous system in the few months since its launch, with initial feedback overwhelmingly positive, according to the luxury travel network’s Senior Vice President Marketing Helen McCabe-Young.

Social media activity by cruise lines, tourism boards and tour operators has been identified as crucial in influencing the minds of the Australian luxury travellers. According to Goldman Group’s recently released Australian Luxury Traveller 2019, nearly two-thirds (63%) of Australia’s affluent travelling public indicated they use one of the major social media networks: Facebook, Instagram and Twitter.