Advantage Travel Partnership has discontinued its tour operator brand Advantage Holidays & Cruise, which it launched nine years ago.
Instead, it said it will focus on strengthening its global product offering via its ATOLPlus service – which enables its members to book bespoke packages – and its Franchise ATOL.
It confirmed that all existing Advantage Holidays & Cruise bookings will continue to be serviced, with a dedicated team available to support members with admin and amendments, and any in-resort and post-travel queries.
Director of Strategy Lee Ainsworth said Advantage had decided to shelve the tour operator brand since it was seeing a reduced need from its members.
“In recent years, the market has undergone significant evolution with new dynamic packaging tour operators entering the market, as well as existing traditional tour operators pivoting their business models to a dynamic package proposition, moves that we’ve championed and supported our partners in delivering for the benefit of all members,” said Lee.
“Alongside these market changes, we have continued to grow our ATOLPlus service and product offering to address the bespoke packaging requirements of our members, as well as supporting and increasing the number of members taking franchise ATOL licensing through our Managed Service model.
“This evolution and innovation mean there is a reduced membership requirement for the products and services that Advantage Holidays & Cruise currently provides.
“As an organisation committed to delivering a comprehensive single-stop solution for our stakeholders, we’re setting out on an ambitious new path to transform our ATOL Packaging Services going forward, ensuring our members are equipped with a broader range of solutions to help them thrive in what is becoming an increasingly competitive area of the travel market.
“This strategic move enables us to focus our investment and innovation on developing a more flexible range of ATOL packaging solutions for our members for the long-term.”
Advantage said it has identified ‘trusted partners’ from its range of suppliers who can ‘fully support members with the types of bookings they’d previously placed with Advantage Hoildays & Cruise’.
