ADVANTAGE Travel Centres is to launch a national advertising and branding campaign with Airtours after 333 branches opted to join the controversial franchise.
The outcome has effectively split Advantage as it leaves two-thirds of branches as ordinary members. Some are expected to defect from the consortium.
Advantage refused to say how many branches had signed for the franchise, but Airtours UKLG chief executive Peter Rothwell said 333 branches has decided to join by last Friday’s deadline.
Advantage commercial director Neil Armorgie said: “We have more than doubled the ú135m aggregate turnover figure. We are pleased with the result. It is an excellent base from which to build.”
New fascias showing the Advantage and agents’ name will be erected within six to eight weeks, with the franchise agreement formerly adopted on April 1 when franchisees begin paying royalty fees. From that date, agents will have to dedicate 50% of their racking space to preferred operators.
Newspaper advertising is likely to start during February or March, with a central telephone number routing callers to their nearest franchise agent. This will prevent non-franchise agents benefiting from any advertising campaign.
A television campaign – planned to coincide with the January booking period – has been shelved.
Advantage managing director Ron Muir said he was confident the consortium could achieve better commercial terms with suppliers and would now start negotiations.
Airtours, meanwhile, will begin looking at the productivity of the franchise agents so it can set group targets, said UKLG distribution and development director Tony Bennett.
Full story and reaction, page 2