Visiteurs’ “Very Good Trip” – Turning French travel agents into US ambassadors
An innovative initiative penetrating French travel market, connecting with a staggering 24,000 travel trade professionals. The dedicated efforts saw a remarkable surge in sales, catapulting numbers from 400 travel agents to the US in three months!
Challenge
Brand USA wanted to boost visits from France and shift demand beyond primary US gateways by mobilising the travel trade. The objective: equip and incentivise French travel agents to promote a wider range of US destinations, especially Tier 2 cities and regions.
Strategic Approach and Achievements
In partnership with Visiteurs, Mondello designed and ran the “Very Good Trip” sales challenge, reaching 24,000 French travel trade professionals.
Training & enablement: intensive webinars, e‑learning and promotion of Brand USA tools such as the USA Discovery Program, to deepen product knowledge and confidence.
Incentives & tier‑2 focus: sales incentives tied specifically to Tier 2 destinations, with an exclusive fam trip to New York City, Philadelphia & Countryside and Washington, D.C. for the top 12 agents, in partnership with French Bee.
Results
Trade reach & engagement
24,000 travel trade professionals reached, with 400 agents actively selling and promoting a more diverse range of US destinations.Passenger uplift & Tier 2 promotion
2,370 passengers generated over the campaign period, with a significant share directed towards Tier 2 destinations, making lesser‑known US “gems” more attractive to French travellers.Partner value
Strong engagement for partners (e.g. French Bee, land operators), and increased usage of Brand USA’s organisational toolkits, reinforcing the US as a rich, multi‑destination proposition rather than a single‑city trip.
This success story shows how strategic collaboration, agent education and well‑designed incentives can turn the trade into a powerful driver of diversified, higher‑value US travel.
