TOWARD Europe has today revealed the latest in a stream of new member wins, with the signing of Radisson Edwardian Hotels, one of the UK’s largest privately-owned hotel groups. Radisson Edwardian Hotels, which operates luxury properties in central London, Heathrow and Manchester, becomes the 37th member of the organisation, whose goal is to improve the profitability of the travel industry. TOWARD Europe has grown its member base by almost 70% since launching in May 2003.

The company has also announced it is to join TOWARD Europe’s groundbreaking working groups, which include ‘Business and Cost Analysis Group’ and ‘Inventory and Content Group’.

Linda Plant, Radisson Edwardian Hotels director of marketing said: “Distribution channels are becoming ever more complex and so a collective gathering of industry experts working towards a common goal that provides intelligence and support to make it easier for our customers to access product, and increases our distribution effectiveness and efficiency, is a valuable partner. We’re delighted to be on board in TOWARD Europe.”

Bill Barnes, TOWARD Europe management committee member and head of tours business unit at Amadeus said: “TOWARD Europe is having a direct impact on many areas of the travel industry, from product supply to tour operating, and our newest member will provide further valuable insight and input from the hotel sector.”

TOWARD Europe was created by travel companies including Accor, Amadeus, Cendant, Cosmos and Hertz. Today, further members include British Airways Holidays, Europcar and Gold Medal.

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