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Michigan offers a distinctive alternative that feels fresh and rewarding, while remaining easy to plan and enjoy.

With its “Every Season for You” approach, the destination delivers year-round appeal — from spring blooms and summer lakeside escapes to vibrant autumn foliage and cosy winter experiences. It combines the familiarity and ease of travelling in the USA with a more easy-going rhythm, fewer crowds and a strong sense of authenticity.

For agents, that makes it an ideal recommendation for clients looking to experience something a little different, without adding complexity to their plans.

Defined by water, space and freedom

Water is central to any Michigan experience, with thousands of miles of freshwater coastline and access to four of the Great Lakes, clients are never far from the water. This creates a sense of openness and calm from beach days and boat trips to scenic drives and lakeside sunsets

The combination of space and natural beauty that makes Michigan feel so different from more fast-paced US destinations.

A destination built around experiences

Michigan is less about ticking off landmarks and more about enjoying the journey.

Clients can explore food, wine and outdoor experiences in Traverse City – from walking along the lakeshore and cycling scenic routes to taking in panoramic views – while also discovering cultural highlights such as the Henry Ford Museum of American Innovation, which brings the story of American ingenuity to life through immersive exhibits and interactive displays.

These are the kinds of experiences that resonate with travellers looking for something more meaningful and memorable.

Moments that make a trip memorable

What sets Michigan apart is the variety of standout moments it offers.

From the vibrant energy of Detroit to the calm of the lakeshore and the unique atmosphere of places like Mackinac Island, the destination delivers experiences that feel different from one another but still connect seamlessly.

It’s this balance that turns a good trip into one that clients will remember and recommend.

Easy to travel, easy to recommend

For agents, Michigan is simple to position for clients.

Direct access via Detroit, with daily direct flights from London Heathrow into Detroit Wayne County with Delta Airlines, combined with manageable travel distances and a wide range of accommodation options, makes it easy to build itineraries that feel both exciting and achievable. It’s a destination that delivers plenty to see and do without overcomplicating the trip – a combination that appeals strongly to many clients.

Where to stay

Here’s a selection of properties that highlight Michigan’s range, from lively city hotels to relaxed coastal stays, helping you match the right product to the right client.

4* MotorCity Casino Hotel, Detroit

A full-service hotel offering spacious rooms, multiple dining options, a casino and entertainment venues. Ideal for clients looking to combine a city stay with nightlife, dining and on-site experiences in a central location.

3* DoubleTree by Hilton Holland

A comfortable, well-located hotel offering modern rooms, on-site dining and easy access to Holland’s beaches, town centre and seasonal events. A versatile option that works well for both couples and families.

3* Cambria Suites Traverse City

A contemporary hotel offering spacious suites, modern amenities and a relaxed atmosphere. Ideal for clients looking for comfort and flexibility, with easy access to nearby beaches, wineries and outdoor activities.

Tips for Travel Agents

  • Position Michigan as a “next-step USA” destination.
  • Target repeat USA travellers looking for something new.
  • Emphasise space, nature and authentic experiences.
  • Sell the overall journey and how it feels, not just the stops.