Elite Travel Group eyes growth ahead of 50th anniversary year

The Elite Travel Group is targeting growth in membership numbers as it approaches its 50th anniversary in 2027.

 

The Birmingham-headquartered consortium currently has 39 members, comprising 33 stores, one homeworker and five call centres.

 

Adam Courtney, business development executive, joined in November 2025 from Classic Collection, after it was closed by its parent On The Beach in September.

 

He said his agency experience – including 16 years with Thomas Cook – and background with operators means he understands the views of members and suppliers.

 

“One of our big aims is growth. We are looking to expand,” he said.

 

“Homeworking is the area we see potential to grow.

 

“We want to help them develop their businesses to a stage where they can open a store and potentially have staff.”

 

He said the consortium works with JTA Travel Group’s homeworking division, so agents can work for JTA as Elite members.

 

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The consortium is seeking the “right people” to join, and highlights its small size as a plus point.

 

“Being part of Elite is like being part of a family, because we all know and support each other,” he said.

 

“You are not just a number, you are an individual – we would know the name of your business and get to know the staff members too.”

 

A long-standing partnership with Advantage means members get a “two-for-one” deal, he added.

 

“We’re a consortium within a consortium, but run completely independently, so we get [Advantage’s] commercial agreements and incentive deals,” he said.

 

Members are encouraged to attend both Elite and Advantage events, said Courtney, adding: “It is one of the benefits of being part of the Elite and Advantage – the family feel of a small company and the benefits of a big company.

 

“We have got our own identity, our name, our own head office and our own events.”

 

Elite runs events throughout the year and is planning a one-day seminar in Liverpool in October, rather than an overseas conference.

 

“We listened to our members for this year, because a few said a UK conference means there are more options for them to bring their staff,” he said.

 

Courtney said suppliers and members also benefit from the small size of Elite at events as it is easier to build relationships.

 

Preparations are underway for events in 2027 to celebrate the 50th anniversary and highlight membership benefits.

 

Courtney said members reported strong sales in January and February but many saw a sales dip because of events in the Middle East.

 

“Most members are doing well. The ones who noticed a dip are looking at new ways to attract business,” he said.

 

“It’s very much a couples’ market, with long-haul, cruise and tailor-made selling really well. We saw one booking [recently] of £43,000 for a back-to-back cruise for two people, so the money is definitely out there.”

 

“After Covid, people’s mindsets switched and they want to do these things now.

 

“People are booking in advance to spread those costs, so they can afford those trips that they never thought they would do.”

 

Courtney hailed the shortlisting of three members in Travel Weekly’s Agent Achievement Awards – Travel Club Elite, Select World Travel and Peakes Travel Elite.

 

“To have three [members] recognised is a fantastic achievement,” he said.

 

“Travel Club Elite is, for example, Wendy Wu Tours’ number one independent agent in the UK.”

He noted how Elite is run “for the members by the members”, with a board of four members: chairman Robert Lines, director of Knowle Travel in Solihull, with board members Lynne Kirby (Enable Holidays), Mike Richardson (Villair Travel) and Colin Matthews (Travel Club Elite).

 

Another successful initiative to build partnerships has seen agencies and head office open their doors to suppliers’ business development managers who spend a lot of time travelling across the country.

 

“Quite a few members said yes to it, which was really good, and we’ve had a few in the head office, who can use the boardroom; it’s a fantastic opportunity,” said Courtney.

 

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