An industry veteran has urged hotels to recognise the “power” of the trade after launching a unique resource for travel agents. 

Lotte Gossage founded Hotel Fam Club in 2023 in partnership with a UK home-working agency, in response to an “increasing pressure” on advisors to compete with influencers for familiarisation trips.

Now a separate company, the group introduces members to top hotel brands, arranges site and fam visits, and offers tools for building relationships with suppliers. 

Gossage believes that many hotels “underestimate” the value of agents for ROI, by fixating on their social media following as an indicator of their worth. What these hotels often fail to see, however, is the vast network behind each agent. 

Many advisors have a loyal client base who trust their recommendations, as well as key connections with other travel professionals. Their following may be invisible, but unlike the anonymous fanbase of an influencer, it is far more likely to convert into a booking. 

“Hoteliers have a mindset that it all goes straight back to social media,” Gossage tells TTG Luxury. “For example, I will arrange a fam trip for an agent and the hotel will tell me, ‘that agent doesn’t have enough followers’.”

“I appreciate socials are important, but hoteliers need to understand that, not only do agents have the clientele, they’re also going to share their experience with other agents. This is very powerful.” 

Hoteliers who work with Hotel Fam Club also have the power to choose who to host, to ensure their brand aligns with the agent’s ethos and clientele. 

The site provides valuable tools for agents, including email templates for contacting suppliers and hacks on optimising hotel stays. Access to promotional content, including copy, images and videos, is another perk for members. 

Gossage hopes that Hotel Fam Club will boost agents’ confidence to harness their existing skills, while also demonstrating the importance of the trade for suppliers.

“Influencers won’t necessarily be selling the hotel, but the agents are,” she says. “They are going to their laptop and generating a sale, taking it from the inspiration stage and into the booking.” 

Gossage admits she “never thought” she’d “enter this controversial zone of talking about influencers,” but believes it’s a crucial issue that needs to be discussed. 

“Travel agents need to be put on a pedestal more. They are driving real revenue, selling rooms, filling gaps in occupancy, and bringing in repeat business. It’s a measurable value. Hotels will always prioritise direct revenue over speculative brand awareness.” 

Membership for Hotel Fam Club costs £45, which covers six months of exclusive access to fam stay opportunities, hotel hacks, selling tips and social media content.