Advantage Travel Partnership has launched its own tour operation as it looks to protect and empower members.
The consortium unveiled Advantage Holidays at its annual conference onboard MSC Fantasia in the Mediterranean.
The tour operation, which is set to launch in May, will allow members to pull together flights, hotels and ancillary products protected under a central Advantage Atol.
Advantage’s managing director, Julia Lo Bue-Said, said the new service would allow members and suppliers to work together in a “smarter way”. She said members would benefit from being able to offer tailored and unique products, and controlling their margins.
She said the new platform was all part of the enhancements being made to ensure “the collective strength of Advantage and its members”, as well as ensuring the longevity of the consortium.
“Increased direct marketing strategies won’t go away, in fact they are increasing,” she said. “It’s clear we have stormy waters ahead, however even stormy water can create exciting opportunities providing we start to think differently.
“We are changing the rules of the game, breaking out of the shackles – that’s what we are doing. We are taking back a balance of control.
“Advantage Holidays has been built to lead the membership forward, to allow members to benefit from incremental sales from a new product offering, with innovation and technology at its core.
“It will allow us to work smarter with our business partners as well as direct links with GDS, airlines and hotel partners. This complements and fits with our current partners.”
Baldwins Travel managing director, Nick Marks, said the new service would help members to be “masters of our own destiny”.
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