Advantage rebrand drives 400% surge in consumer web traffic

More than 4,000 leads have been generated for Advantage Travel Partnership members since the consortium’s new website was launched 12 months ago.

During the consortium’s annual conference in Madrid, marketing director David Forder explained the company’s rebrand – which included a new digital presence – has “reinvigorated the business and given us the opportunity to leverage what Advantage really means”.

He reported a more than 400% increase in consumers searching for an Advantage agent through the Advantage website.

Forder attributed the surge in web traffic to the consortium’s media outreach, namely the efforts of chief executive Julia Lo Bue-Said and PR and corporate affairs chief Alexis Coles-Barrasso, and a focus on building consumer confidence.

He noted the website now positions Advantage’s identity directly to the public, emphasising the “confidence and trust” travellers receive when booking through an independent agent during times of volatility.

The consortium’s “funnelling” strategy uses postcodes and town searches to connect leisure travellers with a “friendly face” on the local high street, explained Forder.

He added that while this digital funnel is a primary driver for business, the high street remains key to the company’s strategy, highlighting that many of its members are “opening stores quite frequently”.

Beyond digital growth, Forder highlighted that the 2025 rebrand is also supporting the group’s long-term strategic goals leading up to 2030.

He revealed many global members have already adopted the new branding, adding the consortium is actively supporting UK agents as they transition their shopfronts to the new look.

“We’ve got the tools now, from a marketing, branding and a positioning point of view,” Forder said, adding that the ability to drive consumers directly to members provides a clear “differentiation” from Advantage’s competitors.