Advantage brand launches overseas
Advantage Travel Partnership has signed a licensee agreement with an Indian travel agency to replicate its consortium business model in India.
The agreement with Pricol Travel is the first overseas partnership for the Advantage brand.
Pricol Travel is an existing business travel partner of Worldwide Independent Travel Network (WIN), a majority owned subsidiary of Advantage which operates a global hotel and special products programme.
The Indian agency will use Advantage’s expertise in travel management to grow India’s first leisure consortium, which will be called Advantage Asia.
It will use the Advantage logo and business model and will get hands-on support from the UK team, including help with marketing and supplier contracts.
Advantage Asia has already signed five members and claims to have received a further 600 enquiries from prospective members and suppliers.
The target is to secure 50 members within the first two years of operation.
Julia Lo Bue-Said, managing director Advantage Travel Partnership, said: "We are excited by Advantage’s first venture into licensing as it opens new avenues in which to strengthen the company’s buying power. It also provides a platform to build a greater global presence, which naturally creates a more recognisable brand and in turn attract new members.
"The announcement with Pricol Travel is Advantage’s first step to assessing the success of a license business model that can with time create worldwide opportunities that benefit UK members, suppliers and Advantage."
The consortium said the partnership will also bring benefits for its UK members, who can explore collaboration with Asian businesses.
In March 2017, Advantage became the majority shareholder in the WIN organisation, buying out the interests of previous shareholders, Travellers Choice Australia, and Sure Travel South Africa.
The remaining shareholder, Schmetterling Germany, will continue to hold a small stake in WIN to continue the two organisations’ cooperation within Europe.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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