In a bold move to adapt to the changing landscape of the travel industry, Advantage Travel Partnership has officially announced the discontinuation of its Advantage Holidays & Cruise tour operating brand. This decision, effective from June 28, is part of the consortium’s strategic pivot towards a more flexible and innovative model, focusing its efforts on its AtolPlus packaging services.

The shift marks a significant transformation for Advantage Travel Partnership, which has been serving the UK travel market since its inception. The discontinuation of Advantage Holidays & Cruise comes after nearly a decade of success, during which the brand enabled its members to secure tens of millions in sales across Europe and beyond. However, the consortium recognizes that the travel market has evolved substantially in recent years, prompting the need for new approaches to packaging services and products.

A Changing Market Landscape
Since its launch in 2016, Advantage Holidays & Cruise has been a key player in the travel sector, allowing Advantage Travel Partnership’s members to book holiday packages, cruises, and dynamic tours, providing a comprehensive set of solutions for travelers seeking a seamless holiday experience. However, as the market landscape has shifted, the demand for more dynamic packaging and customized solutions has grown, as traditional and new tour operators have adapted to meet the needs of modern travelers.

Lee Ainsworth, Strategy Director at Advantage Travel Partnership, shared insights into the rationale behind the discontinuation. “Since the launch of Advantage Holidays & Cruise, we’ve enabled members to place tens of millions in sales to destinations across Europe, serving thousands of holidaymakers. Our proposition has worked well for almost 10 years, both for us as a business and, more importantly, for our members.”

However, Ainsworth acknowledged that the rise of dynamic packaging tour operators, alongside the pivot of traditional tour operators towards more flexible offerings, has led to significant changes in the way travel packages are created and sold. This shift necessitated a re-evaluation of how Advantage Travel Partnership could best serve its members.

The Evolution of AtolPlus
With these market changes in mind, the consortium has made the decision to shift its focus towards AtolPlus, a service that allows travel professionals to create bespoke holiday packages using the ATOL protection scheme. This evolution is seen as a response to the growing demand for more adaptable and personalized travel solutions.

AtolPlus, which has been steadily growing in popularity over recent years, will now take center stage within the company’s offering. The service provides members with the ability to build customized travel experiences while maintaining the security and trust that comes with ATOL protection—a crucial aspect for consumers seeking peace of mind when booking travel.

Ainsworth added, “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.”

The goal is clear: by refocusing on AtolPlus, Advantage Travel Partnership aims to provide a more flexible range of packaging solutions tailored to the needs of its members, empowering them to compete in an increasingly competitive travel market.

What This Means for Members
Although the Advantage Holidays & Cruise brand has been discontinued, the Advantage Travel Partnership has ensured that all existing bookings under the brand will continue to be serviced as usual. Members who previously used the service will be supported through trusted partners from the consortium’s extensive network of suppliers, who will step in to fulfill bookings.

The transition from Advantage Holidays & Cruise to AtolPlus means that members will have access to a wider range of dynamic packaging options, helping them create more diverse, customized experiences for their clients. With the evolution of the travel market in mind, the shift allows the consortium to be more agile and responsive to the growing demand for personalized, flexible travel solutions.

The team previously behind Advantage Holidays & Cruise, including Mark Pullen, Petya Lyutova, and Dee Swain, will now refocus their efforts on the development and expansion of AtolPlus. This transition ensures that the team’s expertise in packaging and customer service will be applied to the new focus, allowing the consortium to continue evolving and offering the most relevant products to its members.

Looking Toward the Future of Travel
In a world where travelers increasingly seek unique, tailored experiences, the shift towards AtolPlus represents a forward-thinking approach by Advantage Travel Partnership. By streamlining its offerings and focusing on the flexibility and customization that today’s travelers demand, the consortium is well-positioned to continue providing outstanding value to its members.

The AtolPlus service will empower travel professionals with the tools and resources they need to create personalized travel experiences, from luxurious holidays to more budget-friendly getaways. This shift also supports the industry’s broader move towards dynamic packaging, where travelers can choose from a wider array of destinations and travel components to craft their ideal vacation.

As the travel industry continues to recover and evolve in response to post-pandemic demand, Advantage Travel Partnership’s commitment to providing innovative solutions is clear. The continued growth of AtolPlus and the introduction of new dynamic packaging services will allow the consortium to remain at the forefront of the travel industry, ensuring its members have the best tools to succeed in an ever-changing market.

(Source: Advantage Travel Partnership, ATOL, UK Department for Business, Energy & Industrial Strategy, UK Tourism Board, Travel Weekly.)

The post Advantage Travel Partnership Shifts Focus To AtolPlus, Discontinuing Advantage Holidays And Cruise Services appeared first on Travel And Tour World.