Advantage to survey members over rollout of new branding

Advantage Travel Partnership plans to survey all its members before making a “strategic decision” on how to support agents to switch to its new branding.

The rebrand is the first major overhaul of the Advantage brand in more than 20 years and aims to leverage the brand to attract new members which “would not otherwise” have moved to the consortium.

The audit will determine how many travel agency members use the consortium’s brand and where they use it currently. Shop fascias with the current branding will need to be replaced with the new green branding, for example.

Consortium bosses pledged to support agents in the switchover but would not be drawn on the funding that would be available to members to do so.

More: Advantage Travel Partnership unveils first major rebrand in more than 20 years

Advantage Travel Partnership chief executive Julia Lo Bue-Said, who urged members to “embrace” the new brand, stressed it was a tactical, phased brand rollout rather than an “overnight change”.

She said: “We will do an audit and then take a strategic decision. We will review this and see what that need is.

“The audit is primarily to understand what we need to do. It’s the next part of the brand rollout.”