WIN Global Travel Network, of which The Advantage Travel Partnership is 95% shareholder, has been renamed The Advantage Global Network.
The Advantage Travel Partnership took a 95% share in WIN Global Travel Network in 2017 and partners in the network now cover 6,000 locations in 81 countries.
The new name was unveiled at Business Travel Show Europe 2021 and was prompted by the increased brand awareness and recognition that Advantage has achieved in recent years and especially during the pandemic.
Julia Lo Bue-Said, the Advantage Travel Partnership’s chief executive, said: “Although the rebrand from WIN Global Travel Network to The Advantage Global Network is in essence a name change, because of the increased awareness and reputation of the trusted Advantage brand, bringing consistency of name will strengthen our global business travel offering and better incorporate the global network into our core business, making it easier for UK members and international partners to communicate its benefits and facilitate collaborative enterprises with each other.
“The rebrand also better reflects the place and importance our global network has within the Advantage family.”
John Hobbs-Hurrell, formerly head of WIN Global Travel Network and now head of The Advantage Global Network, added: “The rebrand will bring additional benefits, not just to our existing Advantage Global Business Travel members, but also to our international partners who will find, through the increased brand exposure, more engagement with Advantage Global Business Travel members bringing about new opportunities through the networking prospects available to them.
“The network will continue to provide a connected community of TMCs around the world which we will continue to grow following the rebrand.”