The B2B operators undertook research of more than 2,000 trade partners in April, which led to the creation of new content for agents to use in their marketing - including videos, suggested itineraries and offers covering late 2020 through to 2022.

Since adopting the new strategy, Gold Medal has reported a 60% rise in engagement on its Facebook page in the last month, with Travel 2 seeing a 25% boost.

New content for Kuredu Island Resort & Spa in the Maldives, posted across the Travel 2 social accounts, saw engagement almost double, and the following week sales increased by more than 100%.

At Gold Medal, content and offers for Sun Island Resort & Spa, also in the Maldives, generated more than 600 reactions across social and room night sales “quadrupled”, according to the operator.

Kerry Gallagher, marketing director, Gold Medal and Travel 2, said: “We all know that content informs, entertains and can provide much needed inspiration. The feedback these past couple of months has been so positive with hundreds of agents contacting us to request copies of the videos we are posting, as well as more content.
 
“We know information is critical right now as demand starts to increase and having ready-made inspiring content - coupled with the best pricing in the market - all available at the touch of a button is vital when many agents have so much to deal with.”