Lusso takes agents across the USA

Lusso takes agents across the USA

Lusso’s latest agent event showcased several attractions and experiences that can be built into pre-booked packages for clients.

Among the 13 exhibitors in London for a day that had a USA theme were the New York City attraction SUMMIT One Vanderbilt; Kennedy Space Centre in Florida, the Rocky Mountaineer, which operates a U.S. route between Denver, Colorado, and Moab, Utah; and Macerich Shopping Centers & Fashion Outlets, which has outlets across America.

Hotel groups present were Hilton Luxury Brands, Auberge Resorts Collection, The Fifth Avenue Hotel and Montage International, while destinations included Sonoma County & Monterey, Los Angeles Tourism and Nashville. 

Thirty-three agents attended the event, one of several that Lusso, a B2B-only operator based in Alderley Edge near Manchester, is hosting this year.

“Many of the agents here today are very loyal to Lusso and have sold us for a number of years [the company is 13 years old], but it is great to see some new faces too,” said Gareth Hulmston (pictured), Lusso’s Sales Director.

“Over the last couple of years there has been a growing trend of clients asking their travel agents for concierge after-sales bookings – for experiences, trips, excursions and others – and in response, we have grown our after-sales team to five.

“Yes, agents can book (the experiences) directly but obviously we want them to include these within the overall bookings with us – which makes for a more seamless booking preocess for them,” he added

“I say to agents that this is where Lusso can help them make a difference, an area where Lusso take away the need for agents to book these online.”

Angie Sloan, who was present to showcase SUMMIT One Vanderbilt, said the agents she met were keen to grow their business and maximise commission opportunities.

“We remain committed to the travel industry, to share our knowledge on the importance of attaching attraction tickets and experiences to New York holidays, as ultimately agents can earn more and their customers will benefit as SUMMIT One Vanderbilt sells out,” she said.

“Our key objective in the UK is to generate advance ticket sales, so meeting agents face to face to educate them on our unique product and multitude of immersive experiences to be enjoyed by their customers is incredibly important.”

SUMMIT One Vanderbilt is a sky-high attraction that offers three levels of multi-sensory immersive experiences atop the tallest commercial skyscraper in Midtown Manhattan.

“It is a very popular attraction and pre-booking tickets ensures agents’ clients will not miss out on one on New York’s most transformational experiences,” advised Sloan.

SUMMIT One Vanderbilt also offers a popular ‘Proposal Package’.

More than half of the visitors to the Kennedy Space Centre do not arrive with pre-booked tickets obtained through a travel agent, said Philip Britton, Account Manager for the Florida Attraction.

“This offers a massive opportunity for agents, and the good ones out there are starting to realise that booking one of Florida’s most memorable experiences through an operator such as Lusso can really help them provide added value for their clients,” he said.

Kennedy Space Centre, located about an hour from both Orlando and Daytona Beach, has scheduled almost 100 rocket launches in 2024 – and visitors can get to within 3.5 miles of the launch pad.

“My advice is try to be there for a a night launch – they are truly spectacular,” added Britton.

Macerich Shopping Centers & Fashion Outlets are located in 19 regions across the U.S., and include Santa Monica Place in Santa Monica, Scottsdale Fashion Square, Kierland Commons and Biltmore Fashion Park in Phoenix/Scottsdale; Tysons Corner Center in the Washington DC area; and Fashion District Philadelphia in Philadelphia.

“Agents can pass onto their clients a Visitor Savings Pass that can save shoppers as much as $250. There are also special offers from retailers, customised shopping packages, and VIP meet and greets available,” said Kimiko Scotland, UK Account Manager for the company.

Brand USA, who was the day’s headline sponsor, said UK travellers to the U.S. were up around 11% in 2023, a figure that represents around 89% of the number in pre-Covid 2019.

Agents interested in knowing more about Lusso can contact Gareth direct at

He said: “I will gladly take calls from agents. I will also travel to see them; I am out on the road a lot of the time and can visit their offices and do training. Alternatively, we can chat on Zoom and I will introduce them to our reservations team.. .agents should just try us.”

Beyond North America, Lusso has been selling Europe for a number of years now and has its first Europe brochure coming out in early April, which we will distributed to the trade.

Our other big product areas for the company are the Indian Ocean, Caribbean, Middle East, SE Asia and Africa.

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