Worldhotels is running a social-media contest where agents can win a six-night trip for two to Vietnam.

The company’s “Hug an Agent” promotion debuted on Feb. 1 and will run through March 4. Agents are to submit “virtual hug” pictures on Worldhotels’ Instagram account.

As of Wednesday, more than 100 pictures were submitted. The winner will be announced March 18 and will get a trip for two that will include four nights at Saigon’s Caravelle Hotel and two nights at the Cam Ranh Riviera Beach Resort & Spa Nha Trang.

Worldhotels has a collection of about 450 upscale hotels worldwide.

“We were inspired to do something unique and different to let them know they’re appreciated,” said Michelle Bearman, director of travel industry partnerships at Worldhotels. She said the timing of the promotion coincides with February being “the month of love,” adding that Vietnam was chosen because the country's travel sector is “travel-agent friendly.”

While travel agents account for about 10% of U.S. hotel revenue, according to Phocuswright, Bearman estimated that Worldhotels gets about 40% of its bookings through travel professionals.

Worldhotels recently revamped its website and will update its travel agent portal by the end of the year, according to Bearman. Worldhotels’ U.S. properties include the Aria Hotel & Casino in Las Vegas, the Sunset Marquis in Los Angeles and the Sagamore in Miami Beach.

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