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Advantage hopes members ‘inspired’ by in-person conference return

Advantage Travel Partnership is hoping members will be “inspired” by the consortium’s first in-person conference in two years and gain vital tips to improve their businesses.

The consortium’s 2022 conference starts today (Friday) in Madeira, Portugal, attended by just over 300 delegates – a similar number of attendees to its 2019 event in Cádiz, Spain. The event is pitched at travel agency owners and managers.

The conference format has been changed from previous years based on member feedback. There is more emphasis on experiencing the destination and networking, to allow delegates to speak to other agents and operators in the sector about the pandemic and their future plans.

For the first time, excursions are being offered as part of the conference programme, on the Saturday afternoon, rather than as pre or post-trips. They include walking, wine tasting, boat trips, tobaggoning and a trip in a cable car.

Alternatively, members can attend sessions on PR and branding, hosted by Alexis Coles-Barrasso, Advantage’s strategic communications support and strategic co-ordinator, or the value of selling touring and adventure travel, hosted by Claire Brighton, account director of the Association of Touring & Adventure Suppliers.

Leisure director Kelly Cookes said: “One of the pieces of feedback from members is that they are desperate to travel and this is one of the first opportunities for them to go overseas.

“We don’t want to sit them in a conference room the whole time they are here. We want to showcase the island. Saturday afternoon’s sessions will allow them to experience a bit of the island.

“Previously we have done pre and post excursions but we are conscious members are tight on staff so this time we have decided to incorporate them into the conference properly and they are open to suppliers too so delegates can network.”

“Now more than ever delegates want to spend time together and have time where they can just chat about what they have been through and get some inspiration to take away with them. We want our delegates to walk away from the conference inspired.”

Conference sessions are being held on Saturday morning and Sunday afternoon while speed-dating sessions will take place on Sunday morning.

As well as two high-profile industry panel debates on Saturday – which will review the last two years and look ahead at the future of the industry – there will be bite-size conference sessions on Sunday to discuss topical issues.

Thrust Carbon founder Mark Corbett will discuss how delegates can make their business sustainable; Uwern Jong, founder and experientialist in chief from Out There magazine will talk about how agents can broaden their agency’s marketing appeal; and Bilal Nasim, client partner and senior trainer from mental welfare specialist Tough Cookie will talk about how to support mental wellbeing of staff.

Julia Lo Bue-Said, Advantage chief executive, said: “Sustainability is the single biggest threat and we don’t talk about it enough. This session will tell members how they can get involved with a hands-on approach to make changes in their businesses.”

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