Social media is a powerful tool for travel agents to showcase their expertise and connect with potential clients. And Andrew Sullivan, Director at The Don’t Forget Travel Group, has effectively utilised this channel to highlight the value of ATAS-accredited agents. His creative LinkedIn post, which highlighted the benefits of ATAS accreditation, earned him the top spot in the #ATAS24 social media showcase competition, securing him a trip to Singapore as part of the prize.
Sullivan’s winning entry, posted on LinkedIn, creatively highlighted why being ATAS-accredited matters, not only for travel agents but also for their clients.
But what exactly made Sullivan’s entry stand out among so many? And more importantly, what lessons can travel professionals take away from this competition?
Creativity meets credibility: The winning formula
The value of ATAS accreditation was front and centre in Sullivan’s video. His post not only demonstrated the perks of being ATAS-accredited, such as financial security and consumer protection, but also injected a dose of personality, keeping it engaging yet informative.
And according to Ingrid Fraser, Acting CEO of the Australian Travel Industry Association (ATIA), that’s exactly the message that resonated with judges.
“We’re thrilled by the creativity and authenticity displayed in this year’s showcase. As summed up so well by Andrew, ATAS is about having the backs of Aussie travellers, no matter where they are in the world,” Fraser said.
Sullivan was pretty chuffed (and humbled) by his win.
“There were some amazing entries, so I am very excited to have been chosen as the winner of the ATAS 2024 social media showcase,” he told Karryon.
Sullivan had just returned from a three week trip hosting 25 people and was not feeling “motivated” when he received the call informing him of his win.
“At first, I thought it was a dream as I was quite sleep-deprived (who else other than a travel agent stops off in India for a day to specifically see the Taj Mahal??)!”
As the winner of the #ATAS24 social media showcase, Sullivan is all set to jet off to Singapore, courtesy of Singapore Airlines.
“While the prize is fantastic, it was great to see the industry rally behind the ATAS campaign and show the public how it benefits them and us,” Sullivan said.
Special mentions that deserve a second look
Several other standout entries also caught the attention of the judges, earning special mentions for their originality and clever use of social media:
Simone Lewis from On The Road Travel Group made an impression with her quirky LinkedIn post, which featured ATAS-branded T-shirts. Her entry reinforced that ATAS accreditation brings peace of mind to travellers by ensuring they’re working with a committed and quality-driven agent.
Kate Collins and Jackie Male from Angas Travel took to Instagram, focusing on how ATAS accreditation guarantees top-tier service, making their clients feel secure in their travel choices.
Hastwell Travel and Cruise wowed with a superhero-themed Instagram entry, showcasing the “superpowers” that ATAS accreditation bestows on agencies—powers like saving time and money for their clients.
Travel with a Cause offered a playful twist, with a cameo from their travel dog Toby, who explained in a cute Instagram post that ATAS accreditation is their “badge of honour.”
These entries didn’t just rack up likes—they reinforced the importance of professional standards in the travel industry, a point echoed by Fraser: “Each of our special mentions did an outstanding job at capturing the very essence of ATAS.”
Why this matters for travel professionals
For travel agents, particularly those looking to strengthen their brand, these entries serve as a powerful reminder of how effective storytelling on social media can be. It’s not just about being present online; it’s about using your platform to build trust and demonstrate value. With ATAS accreditation as a central theme, these agents showcased their credibility, reminding clients why they should book with them.
As Fraser puts it, “ATAS accreditation is a mark of distinction, signalling to customers that they are in safe, reliable hands.”
Travel agents can take several important lessons from the #ATAS24 social media showcase competition:
- Showcase our expertise: Customers want to know they’re dealing with professionals. Highlight your credentials, like ATAS accreditation, to build trust.
- Get creative: Whether it’s a quirky T-shirt or a superhero-themed video, don’t be afraid to add personality to your posts. Social media thrives on content that stands out.
- Engage your audience: Social media is about conversation, not just broadcasting. Ask questions, encourage comments, and share stories that resonate with your target audience.
- Leverage visual content: Platforms like Instagram and LinkedIn reward visual content. Use videos, infographics, or creative photography to capture attention quickly.
- Stay relevant: Keep your posts aligned with what matters most to your audience. In this case, it was about showcasing the value of being ATAS-accredited—something that directly impacts both agents and their clients.
