Gold Medal and Travel 2 claim increased sales are being driven by improved content across the tour operators’ social channels.

The brands rolled out new videos, images, inspirational copy, suggested itineraries and price driven offers for late 2020 through to 2022 after a poll of more than 2,000 travel agents in April highlighted a desire in the trade for stronger online content.

In the last month, the operators said engagement in their Facebook pages was up by more than 60% for Gold Medal and more than 25% for Travel 2. They claimed this was having a ‘direct impact’ on sales and driving more customers to book with agents.

After new videos, deals and images of Kuredu Island Resort & Spa in the Maldives were posted on Travel 2’s social media channels, engagement almost doubled and the following week sales were up by more than 100% for Travel 2, said the operator.

Similarly, for Gold Medal, new content and an exclusive offer for Sun Island Resort & Spa, Maldives, led to 600 ‘reactions’ on social media and an increase in sales the next week, with room night sales quadrupling.

Agents can use the new content, which is updated daily on the brands’ Facebook pages @GoldMedalAgents and @Travel2com, on their own social channels or in marketing communications.

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… at the touch of a button is vital when many agents have so much to deal with.”