This text was written with Marelle intelligence.
Recently, I had the chance to fly to the tropics of Miami to attend the North American meeting of the Travel Lifestyle Network (TLN), a global network of independent communications agencies specializing in tourism.
Present in some 40 markets, including the United States, France, Portugal, Germany, Argentina, and Australia, TLN brings together more than 350 communications professionals and 500 clients. These clients include hotel chains, airlines, travel agencies, tourist attractions, and more. Since 2022, Marelle has been a member of this network, which gives us access to new knowledge and best practices from around the world.
There are several benefits to being part of a global network, for both clients and employees. One of these: knowledge sharing. It's surprising how similar client (and agency) concerns are across the globe, from Argentina to France, Hong Kong to the United States. The emerging power of influencers, the decline of traditional media, and the shortage of skilled workers always seem to be at the top of executives' minds. Not to mention the hot topic of the day: artificial intelligence.
For Marelle, being part of a network like TLN also means giving our clients, both large and small, access to international resources to launch campaigns outside of Quebec. While most public relations professionals are able to contact media outlets outside their natural market, it's always best to work with a local agency to ensure success in press relations and influencer marketing. However, this standard doesn't necessarily apply to social media, which can be done remotely. The TLN network allows us to redirect our clients to quality agencies in the world's most important cities.
Another noteworthy fact: TLN member agencies are all independent, in the sense that they are owned by entrepreneurs and not large global corporations. This allows for a more authentic relationship with clients, and fewer budgetary, creative, and even ideological constraints.
Ultimately, the Travel Lifestyle Network opens us up to a world of possibilities and collaborations. With tourism constantly evolving, there's nothing better than getting out into the field to see the trends. That's why, twice a year, we hold an annual conference in one of the network's member destinations.
In June, I'll be flying to Bali to discover its abundant nature, while also attending our annual meeting. I'm already promising to return with new ideas to share with our clients, partners, and employees.
In any case, it will be eat-pray-work.
