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Advantage Joins TOWARD Europe

Advantage, the National Network of Travel Agents, has joined TOWARD Europe as part of its development to a commercially focused profit-based organisation.

ÊThe consortium, which operates a national network of over 800 independent agents, becomes the first agency giant to join TOWARD Europe.

Advantage will participate in the organisation’s Business & Cost Analysis and Inventory & Content working groups. Its agents will also benefit from TOWARD Europe’s research, reports and regular events.

TOWARD Europe, which was created to maximise the profitability of the travel industry, publishes landmark papers highlighting best practice and illustrating case studies involving member companies.

John McEwan, managing director of Advantage said: “The distinctions between the roles of agents and tour operators are blurring. Our members need to compete with multi-channel providers and give customers 24/7 access to their services. TOWARD Europe will enable Advantage members to optimise their distribution routes to consumers.


“TOWARD Europe membership will ensure Advantage agents can access the latest industry thinking on trends and issues. The organisation’s power and influence will be crucial to our members achieving a commercial advantage over their competitors.”

Bill Barnes, TOWARD Europe management committee member and UK director of sales at Amadeus, added: “Advantage members will provide a new and vital perspective on the issues that most affect our industry today. As TOWARD Europe’s first major agency win, this signing represents an exciting new era for our organisation.”

TOWARD Europe comprises over 40 of Europe’s leading travel companies, including Accor, Cosmos, DER Group, Europcar International, Eurostar and Galileo.