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Lufthansa City Center International and Jerne announce innovative social media partnership

Award-winning content creator and influencer Harry Tarbuck (left), and Tim Morgan, CEO, Jerne.

Jerne and Lufthansa City Center International announced a social media partnership at the LCC Annual Conference in Braga, aiming to enhance travel bookings and content creation through influencer collaborations.

Jerne, leading platform connecting travel curators and experience providers, and Lufthansa City Center International, leading travel agency networks, announced their innovative social media partnership at the international 2024 Lufthansa City Center (LCC) Annual Conference, “NXT”, in Braga, Portugal, 13 June 2024, in front of 250 LCC executive attendees, representing the network’s thousands of travel advisors in 105 countries, including the US, Canada, and the UK among them.

“LCC NXT is all about being agile, dynamic, and future-oriented,” said Martina Groenegres, Managing Director, LCC International. “With our Jerne partnership, we are looking to both solidify and renew our network’s relationship with the next generation of travellers.”

Through their partnership, LCC will utilize Jerne’s proprietary software to manage their relationships with the platforms 8,500 content creators and influencers in 101 countries, in order to create content and influence bookings aimed at supporting LCC’s 300 locations outside of Germany.


Martina Groenegres, Managing Director, Lufthansa City Center; Tim Morgan, CEO, Jerne

In launching together at LCC NXT, Tim Morgan, CEO, Jerne, was invited to present a keynote and an educational session at the event about the importance of social media for both the network’s corporate and leisure travel segments. Among the recent study results shared by Morgan during his presentations:

  • 80% of consumers make purchases based on social media posts – Forbes
  • 77% of travelers use social media for trip inspiration – Luth Research
  • 76% of luxury travelers make buying decisions based on business-to-consumer social media posts – Stelico Consulting Group
  • 75% of business-to-business buyers make buying decisions based on social media – LinkedIn

As part of the partnership announcement, LCC also utilized Jerne’s proprietary matching software to select Harry Tarbuck, an award-winning content creator and influencer, to create inspiring content throughout the LCC event as well as to join Morgan for a live Q&A on stage.

“Having Harry attend was instrumental in dispelling many of the myths around social media,” said Groenegres. “For our agency and DMC members to hear from experts in the field, like Tim, and experts on the ground, like Harry, was imperative in understanding the sometimes complex but always essential need for them to take advantage of social media.”

With the successful launch of their partnership, Groenegres and Morgan were visibly excited but tight-lipped on the next steps for their relationship. “Stay tuned!” said Morgan.

Theodore Koumelis
Co-Founder & Managing Director - Travel Media Applications | Website

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.