Advantage has slashed the number of shares agents have to buy to become members – representing a £2,750 saving.
The change in the consortium’s constitution forms part of a plan to grow its membership by about 100 agencies.
It means new members no longer have to pay for 100 shares – worth about £3,000 – to join.
Instead they will only be required to buy five shares, at a cost of around £250, to be a member. But they will be able to buy up to 100 shares over a three-year period.
The shares are in addition to annual subscription costs of £1,180, with a £450 supplement to be a business and leisure travel agent member.
Chief executive John McEwan said the lower cost would be particularly attractive to some smaller agents.
He added: “The purchase of more shares is now discretionary. We have reduced the costs of entry to give a more attractive proposition.
“Our plan is to increase membership selectively from 700 locations to 800 over a period of time. We are not being overly aggressive.”
Members with fewer shares will not enjoy fewer voting rights and will have access to the same products and services, but will receive less in dividends.
Around 12 new members are currently in the process of joining the consortium. On average 30-50 members join each year.