Advantage Travel Partnership is the UK's largest independent Travel Agent partnership and the only organisation of its size that is solely owned by its member partners. The leisure and business Travel Agents who are part of the group are each independently owned, but as a collective, they produce over £3bn of travel sales each year.
Advantage were looking for a new web platform that would not only give their members and suppliers an enhanced offer distribution system but one that would provide high value, point-of-sale and marketing tools and assets to its member Agents.
Members would be able to opt in and out of the centrally managed assets and campaigns and use the toolkits to build a personal online presence.
Members would be able to opt in and out of the centrally managed assets and campaigns and use the toolkits to build a personal online presence.
Following a period of research, it quickly became clear that personalisation was not so much about filtering offers and products for customers, but about each member Agent being able to create a truly personalised online presence that promoted their agency on a local stage. Profiles of staff and their areas of expertise, lists of visited and well-loved destinations and sharing customer testimonials, may be old school marketing techniques, but they are far more effective when attracting local business than syndicating generic destination and product marketing.
The new platform gives those members who want it greater control over their online personality, making it easy to update and add pages, destinations, news, events, reviews and much more. The management portal gives them access to blogs and social media content as well as a meet-the-team feature which brings the agency's profile to life, linking individual Agents and their personal experiences to relevant destination pages and offers, aligning their passion and expertise to the offers and deals supplied in the product feeds from Advantage.
The new platform gives those members who want it greater control over their online personality, making it easy to update and add pages, destinations, news, events, reviews and much more. The management portal gives them access to blogs and social media content as well as a meet-the-team feature which brings the agency's profile to life, linking individual Agents and their personal experiences to relevant destination pages and offers, aligning their passion and expertise to the offers and deals supplied in the product feeds from Advantage.
Understanding that not all Agents have the time to actively manage their site and keep content fresh, we created a management panel which gives Advantage a suite of tools to setup and manage new Agent sites, giving time-strapped Agents the ability to defer much of the day-to-day updating back to Advantage. By subscribing individual members sites to specific channels like luxury, ski, "industry news" etc, Advantage can now update content centrally and it will be syndicated out to the relevant Agents, ensuring their websites are carrying up to date offers and industry news at all times.
