Advantage chief hails Madrid conference despite ‘fewer bells and whistles’

Advantage Travel Partnership has hailed the success of its annual conference, despite adopting a more streamlined approach with “fewer bells and whistles” in response to a challenging economic and geopolitical environment.

Chief executive Julia Lo Bue-Said told Travel Weekly the organisation was “conscious that it’s a difficult market” and felt it was important to be “empathetic and realistic” about the current climate.

She noted that while previous years – such as the 30th-anniversary celebration last year in Malta – featured significant milestones and rollouts, including a major brand refresh, this year’s focus shifted toward high-value content for business leaders.

“It’s not about us presenting conference aesthetically,” she said. “It’s about presenting the right content that businesses can go away [with], and they’ve got a lot of value out of it.”

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The decision to scale back slightly at this year’s conference, held at the Meliá Castilla in Madrid, was also influenced by the ongoing conflict in the Middle East, as the organisation “just didn’t feel it was appropriate to have all the bells and whistles”.

While the conference saw some withdrawals and smaller delegations from some key agency members due to rising costs and wider domestic political instability, Lo Bue-Said emphasised that overall attendance remained stable, with the figure “there or thereabouts compared to last year”.

The overall attendance of 367 was made up of 124 members, 177 partners, 35 Advantage staff, 24 guests and seven members of the press.

The agent make-up was roughly 53% leisure and 47% corporate. Between 20% and 25% of those agents operate “hybrid” models that straddle both markets – a mix Lo Bue-Said described as a “real success” for the organisation, adding she remains satisfied with the cross-section of the industry represented.  

She noted the event welcomed a significant number of “new faces” and “first timers,” which she viewed as a sign of success for the group’s reach.

From an operational standpoint, Lo Bue-Said said she was “really pleased with how it [the conference] went,” noting that the quality of the event was “never going to be compromised” by the reduction in “bells”.

She added the consortium’s current strategy is focused on long-term growth through 2030, ensuring the “scale and brand” of the conference continue to act as a funnel back to the membership.

The conference programme at this year’s event, moderated by journalist and television presenter Georgie Barrat, focused heavily on the intersection of business and politics, featuring sessions on how domestic and global instability influence long-term decision-making.

Beyond the business sessions, the agenda featured several networking opportunities and cultural excursions, including Intrepid Travel’s ‘Travel As A Force For Good’ trips – offering a street art tour in Lavapiés and a visit to a hospitality training programme at San Cristóbal Market.

Delegates also took part in the consortium’s popular ‘dine arounds’ hosted by suppliers in restaurants across the city, before the conference concluded with a farewell party at a city centre bar.