Advantage rebrands cruise product to help members ‘maximise earning potential’

The Advantage Travel Partnership has rebranded its cruise product to “combine and collate” industry knowledge and help members “maximise their earning potential”.

Previously called Cruise Champs, the product will now be known as Latitude and will be led by the consortium’s cruise commercial manager Jonny Peat.

As part of the rebrand, Advantage said it will boost communication with members by sharing supplier news and video roundups, and by relaunching a Facebook group to update members on latest news and deals.

More: Woking-based TMC joins Advantage Travel Partnership

The consortium has secured a deal for Latitude members to join the Clia Certification programme so they can benefit from monthly Zoom calls with cruise partners and gain access to fam trips, supplier cruise events and Clia’s annual cruise conference.

Advantage said members will have access to “exclusive” supplier incentives, and will be offered cruise-focused marketing support, particularly for events such as Cruise Month and the Wave Awards.

John Sullivan, head of commercial for Advantage, said: “The cruise industry is ever-evolving, with new ships, routes and investment every day, and so it is crucial to keep on the pulse in order to run a lucrative cruise business.

“It is impossible for one agent to keep track of the immense amount of information out there, which is why we have created Latitude to combine and collate knowledge whilst offering support to our members.

“There’s a whole new ‘yet to cruise’ demographic which we want to help our agents reach and it is through collaborating, thinking out the box and pooling knowledge that it will happen.”

The rebrand was announced at Advantage’s Back on the Water 2022 conference, which saw 20 suppliers network with members on board Virgin Voyages’ Valiant Lady on October 8.