20 October 2008

Elite joins forces with Advantage

Elite Travel Group is joining forces with Advantage Travel Centres to create a consortium of more than 800 independent agents.

The combination of Advantage and Elite creates a "dominant" independent consortium, with a total turnover of Ã&#pound;2.6 billion, split 60%/40% between leisure and business travel.

Elite, formerly Midconsort, will retain its identity but will operate as a single entity on commercial agreements.

The two groups are to join up on November 1 with EliteÃ¢â¬â¢s 95 outlets sharing technology and marketing resources with Advantage and its 711 branches.

They believe that collectively they will have a stronger buying power in dealings with suppliers.

The two groups will also share marketing and technology resources. They already share payment systems and financial services.

The move follows the Travel Trust Association finalising a merger with Worldchoice last week.

Advantage chief executive John McEwan said: Ã¢â¬ÅâœWe are delighted to join forces with Elite. We have worked well together so far and anticipate even greater benefits by bringing our two groups closer together.

Ã¢â¬ÅâœElite member agencies are very similar to those in Advantage in terms of their mix of business, so we see this move as a very good fit. Elite has, like us, been proactive in promoting specialist areas such as Luxury and Winter Sports, and its members have profited as a result.

Ã¢â¬ÅâœIt is this business-focused approach that really sets us apart, and what is really valued by our business partners.Ã¢â¬~

Elite chairman Wayne Darrock added: Ã¢â¬ÅâœElite and Advantage have already proved that we can work closely together.

"This next step will help our members benefit from working together commercially and make the group stronger. We look forward to sharing best practice and ensuring members of both bodies remain leaders in their field.Ã¢â¬~

The announcement was made at the Elite conference at the weekend attended by McEwan.

by Phil Davies