Merlin weighs flight-only expansion Juliet Dennis


Merlin Travel Group is eyeing expansion into the flight consolidator market after launching a cruise and tour operator division in recent months. The group has also outlined


further growth plans – including expansion of its current membership – as it marks five years in business. The consortium for travel agents


and destination specialist tour operators started in 2019 and by the start of 2020 had eight agents, which grew to 28 members in 2021. It currently has 62 members, mostly self-employed homeworking agents, but hopes to reach 80 by Christmas. MTG Cruise, for agents who want to run their own specialist


cruise businesses, was launched just before the summer, and MTG Holidays, a tailor-made tour operation, went live in February. Operations and product director


Garry Butcher said the group, a member of Protected Trust Services (PTS), was looking to enter the flight-only sector by setting up its own consolidator in 10 to 12 months’ time. This would help its agents to put together their own specialist packages, using flight-only product from its consolidator, under the group’s Atol. “In the next year we want to


consolidate what we’ve got and develop it further. We are in the early stages of talking about Iata and GDS membership, and potentially having our own flight specialist division selling flight-only,” said Butcher.


Advantage members report revenue and bookings increases


Samantha Mayling


The Advantage Travel Partnership reported bookings in 2024 by its agent members are up 6% year on year, with revenue up 10%. The surge follows a “strong” 2023


and “significant” capacity increases for 2024, the consortium said. Spain, Greece and Turkey have


been the bestsellers, while long-haul’s share of bookings has edged up from 11% last year to 12% this year. The biggest revenue growth has


been in cruise, touring and mass market, which now account for 16%, 12% and 10% of bookings respectively.


4 12 SEPTEMBER 2024 More than two-fifths (42%) of


bookings for summer 2024 were for departures within 12 weeks, with consumers booking at shorter notice citing last-minute deals, the UK weather and budgeting concerns. Looking ahead, Advantage agents


report bookings for the October half-term up 15% year on year, with revenue up 25%. For the Christmas period, bookings are up 6%, with revenue up 14%. And sales for 2025 are up 10%, with revenue up 13%. Long-haul destinations in the


east are back in favour, with more bookings reported for Thailand, Japan, Vietnam and Australia.


We support


members to develop their own brand and business in the way they want to


“We would open that up to our


agents and agents in PTS in the first instance and then roll it out [to other agents]. There is room for another specialist [consolidator] in the market and our model is about giving members the freedom and support to trade effectively.” Butcher hopes the launch


of its cruise division and tour operation will attract agents who want to specialise or create their


own packages during its current recruitment campaign in time for the 2025 peak sales period. MTG Cruise has seven members


and offers agents an alternative to joining a cruise online travel agency or buying a franchise, Butcher said. He added: “Members will be able


to create fly-cruise packages under our Atol, benefit from relationships we have with cruise lines and get Clia membership. We support them to develop their own brand and business in the way they want to.” MTG Holidays has already been


rolled out to PTS members as well as internally and could be sold via other third-party agents in future. Its portfolio ranges from safaris and cruises to the Indian Ocean, US, Canada, Caribbean and Australia.


Kelly Cookes


Julia Lo Bue-Said


In terms of trends, Advantage


reported an upturn in demand for ultra-all-inclusive holidays, multi- generational travel, cruising, sports and music tourism, lesser-known destinations, shoulder-season travel and trips mixing work and leisure. Kelly Cookes, Advantage


chief commercial officer, said: “Throughout 2024 and as we start to look ahead to 2025, performance across our travel agent partners has been very strong, with both bookings and revenue consistently up. There is an incredible appetite for travel.” The consortium has welcomed more than 50 branches in the past


financial year, gaining more than £500 million in new member turnover, with both figures more than double those in the previous financial year. It also reported a “surge” in new


customers for leisure and business travel. A survey of members found 79% of respondents had seen more new customers across leisure travel. A quarter (27%) of respondents


said clients are seeking lesser-known destinations, while 79% reported more requests for shoulder-season travel. Julia Lo Bue-Said, Advantage


chief executive, said: “Given the rise in new customers, we’re anticipating a really strong year for travel in 2025.”


travelweekly.co.uk


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