The Social Society will specialise in creating digital content for the group’s 1,500+ members, in the hope of enabling agents to free up more time to spend on their bookings. 

Available to all advisors within Global Travel Collection (GTC), the platform will offer content on everything from “travel inspiration” to “advocacy posts” and “engaging photo and video.” It comes shortly after the group announced it would be integrating independent Altour advisors, as part of its longterm strategy to expand its international reach. 

Speaking to TTG Luxury, GTC president Angie Licea revealed that the decision to launch The Social Society was motivated by the growing importance of social media on travel bookings.

“Social media now has the greatest influence on leisure travellers’ decisions,” she said. “More than 75% of travellers are saying social media inspired their trips to a specific destination in 2023.” 

The Social Society is a direct response to this trend, ensuring that GTC’s advisors “remain in the mix and relevant.” 

“It’s a way for advisors to stay in front of consumers with travel inspiration,” Licea added. “We felt the need to aid our advisors in creating the inspiration to travel and to communicate this effectively via social media channels.”

“More than 75% of travellers are saying social media inspired their trips to a specific destination in 2023” 

The programme’s designated brand team manages advisors’ social content on their behalf, posting regularly to their platforms so that the agent can prioritise their client’s itineraries. 

“Advisors can focus on their booking expertise and be assured that their curated calendar of social content will be relevant, consistent and enticing to potential travellers ready to reach out for trip planning,” said Licea. “It’s very much about giving them the resources to build their brand, highlight their expertise and stay top-of-mind for their existing and future clientele.”

Once their business accounts have been linked to The Social Society, the advisor will have posts automatically shared twice a week. They will also be able to customise their posts through editing, rescheduling and adding content. 

Membership, which comes at a fee – which Licea said “is far less than they would pay in the market” – also grants advisors full access to GTC’s social media content library, so they can create their own posts, should they wish.