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

The consortium said its new digital platform, designed to make connections between agency businesses and consumers “seamless”, represented a cornerstone of the rebrand. 

It features an updated member search facility to allow consumers to easily find their nearest travel agent or the most suitable travel. 

The consortium also introduces new brand values, which are: people-first; committed to excellence; unified; commercial success; be bold; and have fun.

Also new is a ‘news and resources’ hub including “thought-leadership content” to demonstrate the consortium’s expertise in the sector.

Julia Lo Bue-Said said the consortium had made a “sizeable investment” in the rebrand, which she hailed as a “reimagined mission, vision and set of brand values that will guide our path forward”.

“Working collaboratively with our members, suppliers and my dedicated team, we’ve methodically crafted our strategy for the years ahead,” she added.

She said the consortium’s growth trajectory in recent years had outpaced its visual image, noting that the success story of its members “deserves to be told through a brand that captures the energy, innovation and ambition that defines us” with a more contemporary look and feel.

Guidance is being created to help members incorporate the new identity into their businesses.

The rebrand follows extensive market research and consultation with members, staff, business partners and consumers, Advantage said.

Marketing director David Forder said: “Our extensive stakeholder research provided invaluable insights into our brand positioning, revealing the need to streamline our identity, eliminate complexities and articulate our value proposition with crystal clarity to prospective members and consumers alike.

“Until now, we’ve operated with multiple brands and visual identities, creating potential confusion in the marketplace.

“Our refreshed identity elegantly simplifies our positioning, centred around a cohesive single-stop solution under the unified Advantage Travel Partnership umbrella.”

Forder added a “critical focus” would be to “empower” Advantage members to make the most of the new brand alongside their own.