Advantage Travel Partnership is prioritising quality over quantity in membership growth, focusing on attracting ‘quality agents’.
- Current membership exceeds 750, with a 17% expansion anticipated in the next year, focusing more on business quality rather than numbers.
- Advantage Managed Services (AMS) model is expected to drive the most substantial growth, aiding agents by managing operational tasks.
- Advantage is actively lobbying government to gain recognition for the travel sector’s economic contribution.
- Efforts to engage MPs aim to strengthen relationships and prepare for potential industry challenges.
Advantage Travel Partnership is taking a strategic approach by prioritising quality over the number of members. The chief executive emphasised that the consortium seeks ‘quality agents’ rather than focusing on the size of its membership. The current standing surpasses 750 members, with a projected 17% growth over the next year, but the key objective remains the calibre of business rather than sheer numbers. As articulated by Julia Lo Bue-Said, their focus is not on the quantity of locations but rather on driving business value.
Over the past year, the consortium added £108 million in new member turnover and expects this figure to grow significantly. The main aim is to onboard quality agents and support existing members. Lo Bue-Said articulated the desire for Advantage to be perceived as a feasible option for serious business owners wishing to expand their operations with the consortium’s backing.
Significantly, the Advantage Managed Services (AMS) model is anticipated to contribute the most substantial growth. AMS branches represent roughly 25% of the current overall membership, boasting an annual turnover of £150 million, marking a 63% increase from pre-pandemic levels. This model alleviates the operational burdens associated with launching and managing an agency, allowing agents to focus on their core strengths in travel sales and marketing.
Lo Bue-Said expressed the necessity for continuous lobbying of the government by the sector, particularly with the approach of the general election. This is to ensure that the travel industry secures the acknowledgement and support it rightfully deserves. Meetings with various MPs have highlighted that the sector’s significant contribution to the UK economy often goes unrecognised by policymakers, who fail to grasp the full scope of the travel industry’s ecosystem.
By arranging regular visits of constituency MPs to local agencies, with 50 MPs participating over nine months, Advantage is not only fostering current connections but also safeguarding them for the future. This proactive initiative not only cements relationships but also ensures preparedness against inevitable future challenges.
The Advantage Travel Partnership’s strategic focus on quality, supported by effective government lobbying, positions it for sustainable growth and industry recognition.
