Meet Jess O’Grady, Senior Travel Advisor at Travel Associates Geelong, a seasoned travel professional with 17 years in the industry and a heart that beats for adventure. Since joining Travel Associates, Jess has been helping clients craft their dream journeys, drawing on her own wealth of experience exploring the world.
Outside the office, she’s a proud mum to two adventurous boys and partner to Damian, with whom she’s shared countless unforgettable moments discovering the magic of the USA. For Jess, travel isn’t just a career; it’s a way of life that inspires both her work and her family adventures.
We sat down with Jess to ask her about her tenure as an inaugural Brand USA Ambassador.
What motivated you to apply to be a Brand USA Ambassador?
“Since joining Travel Associates two years ago, I had the incredible opportunity to join a Brand USA famil to visit Houston and New Orleans. This experience highlighted to me that there is so much more to discover across the USA then I initially thought, and I felt so inspired to deepen my destination knowledge. When the Brand USA Ambassador applications opened, I jumped at the chance to apply – keen to grow, learn, and confidently create detailed USA itineraries for my clients.”
How do you plan to share your USA expertise with your clients and network?
“I recently hosted a themed training evening in Geelong for 30 Travel Advisors, titled Echoes of Europe. The concept was inspired by the growing demand for European travel and aimed to reframe how we position the USA to clients. The session highlighted how destinations across the United States can offer experiences that rival Europe’s most loved pursuits; from alpine adventures and northern lights to cycling, rail journeys, vineyards, and world-class culinary scenes.
To bring these stories to life, we welcomed an expert panel featuring representatives from Air New Zealand, Brand USA, Seattle, Colorado, New York State, and Texas, who shared valuable insights and inspiration. The event sparked fresh ideas among advisors, empowering them to showcase the USA as an equally captivating, and often surprising, alternative for travellers seeking authentic, experience-rich holidays.”
What’s the top U.S. destination on your travel wish list?
“New York City sits right at the top of my USA travel wish list. From the moment you arrive, the city’s energy is absolutely magnetic, there’s a sense that anything can happen there. What makes New York even more fascinating is that the excitement doesn’t stop at the city limits. Beyond NYC, the state offers everything from charming upstate towns and scenic drives through the Hudson Valley to the natural beauty of the Adirondacks and the wineries of the Finger Lakes showing just how diverse and dynamic New York truly is.”
For agents wanting to learn more about NYC and beyond, check out the recently updated Discover New York Badge on the USA Discovery Program.
What is something you can only experience in the USA?
“For me, what makes the USA so special is the people. There’s a warmth and openness that you feel wherever you go, from chatting with locals in a small-town diner to being greeted with genuine excitement at your hotel or a family-run business. Americans have such a strong pride in their country, and they love to share it with visitors. That welcoming spirit, paired with their passion for where they live, creates moments that stay with you long after you’ve come home. It’s that personal connection that makes travelling in the USA feel truly unforgettable.”
What’s one surprising thing about the USA that you wish more people knew about
“One of my favourite discoveries in the USA came from my Brand USA famil to Houston and New Orleans in 2024 and it has to be Buc-ee’s in Texas. Buc-ees are an experience all on their own! Imagine a service stop that’s part convenience store, part food hall, and part local attraction. The scale of them is incredible, and the atmosphere is so uniquely Texan! Friendly, fun, and full of personality. From freshly made barbecue and fudge to walls lined with quirky souvenirs, it’s the kind of place where you stop for fuel and end up spending an hour exploring.”
Travel across the USA is so diverse, what’s your favourite style of travel there?
“For me, nothing beats a good old-fashioned road trip across the USA. I recently took my family on an incredible journey through Arizona, Nevada, and California. I love this style of travel so much, once you get comfortable driving on the opposite side of the road, you realise how much freedom it gives you. The chance to explore at your own pace, stop in small towns, meet locals, and take in those ever-changing landscapes that makes the USA so diverse. From the red rocks of Sedona to the neon lights of Las Vegas and the coastal charm of California, every day brought a completely different adventure. It’s the kind of travel that connects you to the country in the most authentic way.”
How do you see this role helping you grow professionally?
“This role has been such a valuable opportunity for growth on so many levels. One of the biggest highlights has been the networking, connecting with like-minded professionals across the industry who share the same enthusiasm for showcasing the USA. Those relationships have not only expanded my professional circle but also given me new perspectives and ideas to bring back to my clients and team.
Equally rewarding has been the “brains trust” within the Ambassador group. Having access to such a supportive community of experienced advisors and destination experts means there’s always someone to brainstorm with, share insights, or exchange advice.
And finally, this role has opened doors to opportunities I might never have encountered otherwise, from exclusive training sessions and product insights to behind-the-scenes experiences that deepen my destination knowledge. It’s been a privilege to be part of something that not only enhances my expertise but also strengthens my passion for the industry.”
What USA travel trend are you most excited to share with your clients in 2026?
“I am working with clients to start planning for 2026. With so many incredible events coming to the USA in 2026 including 100 Years of Route 66, the World Cup and America 250, there is much to look forward to and having plans will ensure clients get the most out of their USA experiences. I am even encouraging people to start thinking about the Olympics in LA in 2028!”
Why do you think the USA is such a special destination for Australian travellers?
“For me, the USA is one of those places that never stops surprising you. No matter how many times you go back, there’s always something new to uncover. I’ve been lucky enough to explore so much of it over the years, and I still get that same rush stepping off the plane. There’s such endless variety; one moment you’re exploring breathtaking national parks or scenic coastlines, and the next you’re immersed in the buzz of world-class cities, vibrant music hubs, or family-favourite theme parks.
Now that I travel with my partner and our two boys, I see the USA in a whole new way. It’s so easy and comfortable for Australian families to explore – the language, the food, the culture – it all feels familiar, but still full of adventure. Whether it’s a snowy Christmas or a summer road trip with the windows down, the USA just has that magic that keeps Aussies wanting to come back for more.”
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. Plan your next adventure on AmericaTheBeautiful.com
Continue reading about other Brand USA Ambassadors including:
- James Rakus, Flight Centre (NSW) here
- Eloise Manto, Flight Centre (SA) here
- Tracey Flower, MTA (QLD) here
- Siobhan Smith, Helloworld (TAS) here
- Lauren Zanesco, itravel (NSW) here
This article is brought to you by Brand USA:
