TORONTO — Brand USA has extended the booking period for its first-ever Canada MegaFam to Jan. 15, 2024 – and that means there’s still time to potentially secure a spot on what promises to be the standout fam series of the year.
Casey Canevari, Senior Manager, Global Trade Development (Canada) for Brand USA, confirmed the extended deadline and said travel advisors looking to qualify to take part can check out https://usadiscoveryprogram.com/canada-megafam.
Launched in partnership with Air Canada and United Airlines, and first announced last month, the 2024 Brand USA Canada MegaFam will host 60 qualified advisors on six itineraries across the United States. The trips will depart on April 12, 2024 and arrive back in Canada on April 19, 2024.
Travelweek connected with Canevari to find out more about the 2024 fams, each showcasing a top region of the U.S. “The MegaFam is like taking a regular fam and putting it on steroids,” said Canevari. “We will be taking travel agents from all over Canada and putting them on six different itineraries that are all happening at the same time in different regions of the U.S.”
Travelweek: The majority of Canadian travel advisors are likely familiar with Brand USA, and just about every agent knows what a fam is! Can you explain what the 2024 Brand USA Canada MegaFam is all about?
Canevari: “For those that don’t know what Brand USA is, it is the official marketing arm of the United States of America, responsible for showcasing all that the U.S. has to offer.
“The MegaFam is like taking a regular fam and putting it on steroids. We will be taking travel agents from all over Canada and putting them on six different itineraries that are all happening at the same time in different regions of the U.S.
“On each itinerary, there will be 10 travel agents and two hosts that will spend five nights on their initial itinerary. And then all 72 agents and hosts convene in the city of Houston for two nights to cap off the MegaFam. On the last night, we have the agents present to the group about their itineraries, so it becomes a learning experience complete with a video recapping each itinerary. Be prepared for Houston to pull out all the stops, and the most important part, this is completely FREE for all the agents that qualify.”
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Travelweek: What do agents have to do to qualify to be chosen for one of the MegaFams?
- Sell four roundtrip (Canada to the U.S.) tickets on Air Canada
- Complete certain badges on the USA Discovery Program
- Complete a 150-word essay
- Be an IATA agent
- Be certified on the Air Canada Global Sales University
- Be available to attend the MegaFam from April 12 – 19, 2024
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Travelweek: Are the 6 destinations a secret? If no, can you tell us the destinations and why were they chosen, and if yes, when will agents find out the 6 destinations?
Canevari: “The destinations are not a secret at all. The registration form is open now and agents get to indicate which would be their top itinerary to participate in. The itineraries are as follows …
- New Orleans, LA to Lafayette, LA to Lake Charles, LA to Galveston, TX to Houston
- Chicago, IL to Springfield, IL to St. Louis, MO to Louisville, KY to Houston
- Burbank, CA to Anaheim, CA to San Diego, CA to Houston
- Phoenix, AZ to Flagstaff, AZ to Las Vegas, NV to Houston
- New York State to Philadelphia, PA to Annapolis, MD to Washington, DC to Houston
- Denver, CO to Colorado Springs, CO to Cheyenne, WY to Houston
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Travelweek: Why is it so crucial for Canadian travel advisors to get out and rediscover the U.S.? No doubt most think they already know the U.S.
Canevari: “I love this question. If you were to sit down with me in a meeting, I would tell you that marketing the U.S is great. There are 50 states, five U.S. territories, and the District of Columbia, there is so much. What we are doing with the MegaFam is showcasing the United States by taking you to, through and beyond the gateways.
“I spend a lot of time in the Canadian market and you’re right, there are a lot of agents who think they know the U.S. But in truth, there is so much to know. You really have to keep on educating yourself because there is so much to learn with the 50 states, five U.S. territories, and the District of Columbia. I am from the United States, and I am constantly learning and exploring new destinations, and there is constantly new product being added to the market.
“We are also at a crucial time in the industry as we are rebounding back from the pandemic. The visitation numbers prove it, as we are set to get back to 2019 levels. What we can do is showcase the U.S. as an easy destination to get to that is culturally and geographically diverse and offers a wealth of opportunities for every type of traveller.
“Above and beyond taking the traditional fam to learn about a destination, at Brand USA, we give you the tools and resources to continue your education through our travel trade website and our travel agent training program – The USA Discovery Program.”
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Travelweek: Brand USA has done MegaFams with other top inbound markets before, like the UK and Europe. What’s it like to take part in a MegaFam, for all those Canadian agents who might be wondering?
Canevari: “I had the opportunity to participate this June in the Australia/New Zealand MegaFam and it was spectacular. The camaraderie of the group is fantastic – we still talk via WhatsApp. And the destinations pull out all the stops to showcase all that they have to offer.
“You will be engrossed with unique experiences that make those destinations special and meet the people who live and market those destinations. What is unique as well is that we do not have you doing site visits the entire time. It is all about the experiences.”
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Travelweek: What message do you want to get out to travel advisors about the U.S.A. for 2024?
Canevari: “I think that it is important for travel advisors to not take the U.S.A. for granted because we share a border. There is so much to see and explore, so many different cultural gems, geographic wonders, sporting activities, festivals, and ultimately something for everyone.
“Our travel trade partners like the airlines and tour operators are back up to capacity and are showcasing new products and flying to new destinations as well. At your fingertips are new experiences that you can showcase to your clientele, and you don’t always have to think about longer trips to the U.S. Long weekends away are achievable for your clients.
“So, take advantage of all the resources that we have on our website, but also be on the lookout for all the events that we are participating in this year and all of the new relationships we are fostering to help the travel trade understand how they can make money selling the United States.”
To find out more see https://usadiscoveryprogram.com/canada-megafam.
