NEWS THE B-AFT–A DECK:


P&O Cruises hosted more than 100 agents at the 2025 Bafta TV Awards in London and invited them to walk the red carpet. The line was headline sponsor of the event for the third consecutive year. Pictured left: Australian dancer Dianne Buswell, winner of the P&O Cruises Memorable Moment Award, with P&O Cruises president Paul Ludlow. Pictured right: Susie Peschiera Hampton (left), InteleTravel; Rob Scott, P&O Cruises; and Daisy Crane, ROL Cruise.


Advantage unveils new branding as UK turnover grows to £8.8bn


Juliet Dennis Advantage conference, Malta


The Advantage Travel Partnership has unveiled its first major rebrand in more than two decades as it revealed a £550 million year-on-year increase in UK turnover to £8.8 billion. The consortium showcased


the “powerful new brand identity” at its annual conference in Malta this week alongside a new digital platform, as it outlined plans to become a “single-stop solution”. Total global turnover for the


last financial year was £17 billion, with £2.5 billion of the UK figure driven by its leisure business. The growth in UK turnover


was more than five times that recorded in the previous year, when it rose by £100 million. Chief executive Julia Lo Bue-


Said said she was confident of reaching total global turnover of £20


travelweekly.co.uk


management company for their needs. The rebrand follows extensive


market research and consultation with members, staff, business partners and consumers, Advantage said. Guidance is being created to


billion in the next two years based on the current rate of growth. The consortium also revealed it


STORY TOP


had added 50 branches to its UK network last year across both new and existing members. It now has about 750 member locations in total. Describing the growth


as “remarkable”, Lo Bue-Said added: “We are thrilled with the


expansion of our UK network during the last financial year. At our Cancun conference last year, we announced a £100 million increase in UK turnover for the prior financial year. “This year’s result is five times


that figure – an extraordinary achievement that not only demonstrates the travel sector’s resilience and strength but also highlights our members’


unwavering confidence in the future of our industry.” A single new logo (pictured) will


replace more than 30 currently in use, including those for Advantage Managed Services and The Advantage Global Network. The rebrand introduces the


strapline ‘We’re here for your journey’ alongside a “visual identity, vision and mission statement and set of brand values”. 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


help members incorporate the new identity into their businesses. Also new is a ‘news and resources’


hub including “thought-leadership content” to demonstrate the consortium’s expertise in the sector. Marketing director David


Forder said: “Until now, we’ve operated with multiple brands and visual identities, creating potential confusion in the marketplace. “Our refreshed identity simplifies


our positioning, centred around a cohesive single-stop solution under the unified Advantage Travel Partnership umbrella.” 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 [us] forward”.


15 MAY 2025 5


PICTURES: Getty Images for P&O Cruises; Christopher Ison


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