Travel Weekly’s Lucy Huxley reflects on the key takeaways from Advantage’s annual conference in Benidorm
Colleagues who attended The Advantage Travel Partnership’s conference in Benidorm reported a feeling of optimism among members, driven by the continuing strength of the market and the increasing number of consumers wanting to book with an agent.
The consortium’s chief operating officer, Kelly Cookes, declared demand was “absolutely back” – not only for the closer-to-home destinations that sold so well last year, but also those farther afield – adding “the world is our oyster again”.
There were also plenty of delegates talking about their hopes to expand, with Advantage itself on an “ambitious growth plan” having boosted membership by 25% between 2021-22, in addition to adding five more business development managers and creating new steering groups to support members. But while the mood was overwhelmingly upbeat, there were notes of caution too.
Delegates heard how the industry must step up its lobbying efforts to ensure that when the next crisis hits, the sector is listened to and supported by government and not “forgotten”. They also heard how there is a need for a greater focus on sustainability at every level of the consortium.
Away from the stage, agents spoke of their continuing concerns over resourcing, with many now recruiting from outside travel to overcome the shortage of experienced staff.
Many admitted that the threat of higher costs further down the line was playing on their minds. But after hearing the rags-to-riches tale of guest speaker Dave Fishwick, who inspired Netflix hit Bank of Dave, delegates were left inspired by his mantra that “everyone can succeed, so don’t give up”.
Comment originally from Travel Weekly, May 25 edition