James Rakus may have ‘Senior Travel Consultant’ on his email signature, but with 15 years’ experience, and the title of Flight Centre Travel Group’s top selling leisure consultant globally, his legacy sounds across the entire travel industry. Now, James brings that expertise to a new platform as one of Brand USA’s inaugural Retail Agent Ambassador Panel members.
We caught up with him to find out what fuels his passion for selling the USA – and how he plans to inspire others to do the same.
Reflecting on his journey, James said, “I have built up my skills and client base to the extent that it’s 100% repeat and referral. My store is currently the number one most profitable in Australia for leisure, and for the last three years I have been in the top three consultants worldwide for Flight Centre leisure. I finished number one last financial year and am on track to do so again this year.”
Corinne Heveldt, a Team Leader at Flight Centre had this to say about James as a leading travel professional and colleague: “Having known James for years and having had the pleasure to watch his profound ability to move clients from being curious about a destination to being wholly attached to the dream he has woven for them, it is no surprise that he has joined this team of agents to support the efforts of Brand USA to promote such a gloriously diverse and encompassing country.”
Now, as a Brand USA Retail Agent Ambassador, James shares what inspired him to get involved – and what he hopes to gain from the experience.
What motivated you to apply to be a Brand USA’s Ambassador?
“Working as a tennis coach at summer camps in Maine and Vermont and spending a ski season working in Lake Tahoe, as well as visiting on personal holidays, famils and Global Balls with Flight Centre – have given me a deep appreciation for the USA. I love the incredible diversity of experiences the USA offers and as a Brand USA Retail Agent Ambassador, I’m excited to expand my knowledge even further and share insights gathered from the program with both my clients and fellow travel advisors.”
How do you plan to share your USA expertise with your clients and network?
“I plan on sharing my USA expertise through my social media channels to both colleagues and customers, and I’m also planning a training event with the Flight Centre Luxury teams with the help of Brand USA resources and assets. Throughout the duration of my appointment to the program, I’m also aiming to recruit at least 15 other agents to the USA Discovery program.”
What’s the top U.S. destination(s) on your travel wish list?
“Tennessee is on my wish list for its amazing music scene, Alaska for its outrageously stunning beauty, and Illinois because I want to eat my way through all the good food in Chicago!”
What’s one surprising thing about the USA that you wish more people knew about?
“One surprising thing I wish more people knew is how warm and welcoming Americans can be—especially towards Australians. There’s a genuine friendliness and hospitality that often contrasts with some of the stereotypes we hear. Experiencing that warmth firsthand has been both refreshing and memorable.”
Travel across the USA is so diverse, what’s your favourite style of travel there?
“Road tripping is my favourite way to travel the USA! Driving allows you to see so much more and stop along in at different places and see things and meet people you would not otherwise get the chance to meet easily by just flying in and out, or cruising in and out of a port.”
One of my favourite Brand USA assets is the Road Trip Itineraries, a great resource for advisors looking to inspire their clients. They are packed with themed routes, regional highlights, hidden gems and ready-made idea to turn curiosity into bookings.”
How do you see this role helping you grow professionally?
“Being recognised as a credible specialist travel agent for the USA is something I take great pride in. In an industry where generalisation is common, having in-depth expertise in a specific destination sets me apart and demonstrates a genuine commitment to excellence. Serving as a Brand USA Ambassador will not only enhance my professional credibility but also positions me as a go-to expert for clients seeking authentic and well-informed travel experiences in the United States.”
Why do you think the USA is such a special destination for Australian travellers?
“Because the USA offers something for everyone since it’s so diverse. It suits those that want to see all the Hollywood things from TV, those that want to experience nature, those that want to experience complete remoteness in the wilderness, those that want a religious experience, those that want a cultural experience. All with the benefit that you will be overseas and be able to speak English everywhere you go.”
What’s one expert selling tip you’ve found essential when promoting travel to the USA?
“Showing clients the USA is much more than just New York City, Los Angeles and Florida. There’s so much to discover. As a result, I will often suggest lesser-known destinations across the USA that customers that have not considered before that will absolutely enrich the trip for them going beyond those gateways.”
Which U.S. city has the best food, and what’s your must-try dish?
“Franklin BBQ in Austin, Texas, gets my vote! What started as a small roadside barbecue trailer on the interstate now has crowds who line up for hours to taste the famous brisket. This authentic taste of Texas is not to be missed.”
If the USA were a playlist, what song would you pick as the anthem of your travels?
“The Days – Avicii.”
If you could bring one piece of the USA home with you (besides souvenirs), what would it be?
“I would take home with me the serenity that comes with the Hawaiian Island of Kaua’i. With its dramatic landscapes including beaches, desert, rainforests and amazing relaxed culture it is a truly idyllic space.”
Find out more
To deepen your knowledge of the USA and access a range of tools and resources, register for the USA Discovery Program – Brand USA’s official training platform for travel agents.
This article is brought to you by Brand USA:
