The ‘exciting new chapter’ was revealed today at the Advantage Travel Partnership Conference taking place in Malta, symbolising a fresh start for the organisation after more than 20 years
Following extensive market research conducted through its members, business partners and consumers, the organisation has chosen to develop a new style that encompasses ‘sophistication, forward-thinking and innovation’ to reflect its ambitious growth strategy.
The rebrand introduced a new tagline – ‘We’re here for your journey’ – as well as new aesthetics, a reimagined vision, an updated set of brand values, and a newly-developed digital platform which has gone live today.
Julia Lo Bue-Said, CEO of Advantage, said the organisation has been “methodically crafting our strategy for the years ahead” with the results accumulating into a “refreshed corporate identity that speaks to our future.”
“The meteoric trajectory of our organisation in recent years has outpaced our visual representation, and our collective success story – fundamentally, our members' success story – deserves to be told through a brand that captures the energy, innovation and ambition that defines us […] Today's Advantage stands as a dynamic, forward-thinking organisation positioned at the cutting edge of our industry.”
Digital first
A cornerstone of the rebrand is the launch of Advantage’s new digital platform, specifically designed to create seamless connections for its members. The site features a highly developed member search service, enabling consumers to easily locate their nearest agency or travel management company for their needs. With this updated search feature, the organisation hopes to increase travel agent searches by 300% within 12 months.
David Forder, marketing director for Advantage, stated the need to streamline the brand’s identity played a huge role during the development of the rebrand.
“Until now, we've operated with multiple brands and visual identities, creating potential confusion in the marketplace. Our refreshed identity elegantly simplifies our positioning, centred around a cohesive single-stop solution under the unified Advantage Travel Partnership umbrella.
“This marks an exhilarating new chapter for Advantage — our contemporary new look and feel resonates powerfully with existing members while attracting prospective partners.”
The Advantage Travel Partnership Conference is taking place from May 13th – 16th, 2025, at the Hilton Malta.
