The Global Travel Group has revealed a strategy to entice more experienced agents to join, as three of its newest members open their first stores around the UK.
The 360-member consortium is known for working with “start-up agencies” but it plans to expand its focus to more-experienced agents to broaden the group’s overall retail distribution.
Over the last 18 months, Global has revamped its website to include more information of interest to well-established agents, including the benefits of being part of a larger group.
It is part of Stella Travel Services UK, owned by dnata, parent company of operators Travel 2 and Gold Medal. Global is running teaser campaigns on Twitter and is considering paid-for advertising.
Managing director Andy Stark said he wasn’t interested in “poaching members of other consortia”, insisting there are agents nationwide with a desire to “go it alone”. Last year Global attracted 30 members, at least seven of which were described as “experienced”.
Four members have joined since the start of April, two of which are new to travel. Stark said Global had no membership target, saying he’d rather focus on “quality over quantity”.
“Our legacy over the past 18 years has been about start‑up agencies,” he added. “Moving to also focus on more‑experienced agents has been a progressive thing. Over the past two years we’ve attended more events to get our name out.
“As a result we’re seeing more experienced agents wanting to join. We are looking for agents who are at a crossroads: either they are independent and want to be in a consortium, or at the end of their relationship with a consortium.”
Stark said the decision to target longer-established agents was not for financial reasons.
“It’s more about distribution for the larger group,” he added.
New Global members Travel Gate, Olive Lounge Travel and Holiday By Design are all in the process of setting up their first shops.