Advantage fixes sights on being the 'voice of authority' for agents
James ChappleThe Advantage Travel Partnership will not waver in its vision to become "the voice of authority" championing the role of travel agents, chief executive Julia Lo Bue-Said told delegates on the opening morning of the consortium’s 2024 conference in Cancun (16 May).
In a wide-ranging address, Lo Bue-Said said agents were uniquely equipped to help travellers navigate what she described as an "increasingly complex" world, characterised by new geopolitical challenges, political instability and regulatory change.
However, her message was one of positivity. "Many of the indicators show holidays and travel remain of vital importance to people and businesses," said Lo Bue-Said. "So we can look forward with a high degree of optimism."
The consortium has seen 10% year-on-year growth in bookings across all sectors for summer 2024, with long-haul currently accounting for 12% of summer departures – up from 10% last summer.
Lo Bue-Said said agents should not be afraid to champion long-haul travel, adding that with sustainable travel and responsible tourism high on the industry’s agenda, the conference – though its "travel as a force for good" ethos – had been designed with purpose at its core.
"We only have to look at the past few years and we can see the importance placed on travelling, and how it allows us the opportunity to exchange new ideas, drive business innovation and embrace different and unique experiences," said Lo Bue-Said.
"Travel is not just about leisure or business but also about fostering understanding, empathy and sustainable practices that benefit both travellers and the places they
visit."
Bookings made on an all-inclusive basis, meanwhile, are also up by 4% year-on-year to 46%, and have now accounted for nearly one in five summer holidays bookings since the start of April.
Lo Bue-Said said that despite external pressures – such as high interest rates – and with inflation seemingly now under control, the consortium was continuing to achieve growth, with its UK membership turning over £7.6 billion annually. Membership growth, meanwhile, has brought a further £108 million new sales turnover in the past year.
Advantage will publish its full-year financials in the coming weeks, which Lo Bue-Said said would deliver "a milestone achievement" in terms of the consortium’s financial performance.
’Proactive and persistent’
Lo Bue-Said it was in Advantage’s growing media presence its mission to champion agents would be most clearly realised. In 2023, the consortium generated more than 3,500 pieces of press coverage, equivalent to more than £20 million in advertising spend.
"We are never afraid to engage with the media, and with travel disruption constantly in the headlines, we are always proactively considering opportunities to reinforce the travel agent role," she continued.
"In turn, we have delivered high profile media activity as a voice of authority as more consumers and businesses recognise the benefits of booking through travel agents and having managed travel programmes.
"I can confidently say that because of the engagement work we undertake in this area, the role of the travel agent narrative has achieved more column inches than ever before."
Lo Bue-Said insisted the Advantage-led UK Outbound Travel lobby group, which also features Aito and Abtot, was continuing to make progress on its vision "to amplify the voice of the sector" with nearly half the world's population – including the UK – likely to vote in national elections this year.
The group now represents more than 1,250 SMEs across the UK's outbound travel sector, which Lo Bue-Said described as a progressive group of likeminded organisations who feel the voice of the sector [in] the corridors of Westminster needs amplifying".
Lo Bue-Said said she had met personally with "a good number" of ministers and policymakers over the past 12 months, while Advantage's MP engagement programme – which helps members set up meetings with their local representatives – has so far led to nearly 50 completed or confirmed meetings.
"This proactive approach ensures we are prepared for any upcoming crises, which – as we all know – are inevitable. With an impending UK election later this year, we now feel it's vital for us to maintain momentum and continue our lobbying agenda.
"By staying proactive and persistent in our advocacy efforts, we can help to ensure that the travel industry receives the recognition and support it truly deserves, as a vital economic contributor."
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