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 £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 Elite’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: “We 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.
“Elite 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.
“It is this business-focused approach that really sets us apart, and what is really valued by our business partners.â€
Elite chairman Wayne Darrock added: “Elite 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.â€
The announcement was made at the Elite conference at the weekend attended by McEwan.
by Phil Davies
Phil Davies
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airbnb eyes a loyalty program but details remain under wraps
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026