The chief executive of The Advantage Travel Partnership has urged the industry to increase its government lobbying efforts in 2024.

Speaking during the consortium’s first Big Celebration Lunch in four years on Friday (1 December), Julia Lo-Bue Said said lobbying “isn’t just about shouting during a crisis, it’s about our ability to influence and shape policies before the policy comes to fruition”.

“There can be no doubt that with a general election looming, we need to increase our momentum to ensure our profile as an economic sector continues to gain increased recognition and profile with government,” she told delegates.

Lo Bue-Said said her appointment as a member of the Tourism Industry Council gives the travel industry a “direct line” into the department for culture, media and sport (DCMS).

“I’m committed to do all I can to work collectively with other likeminded businesses and together with our industry partners as part of our UK Outbound Think Tank to amplify our voice,” she added.

In the past year, Advantage has met with senior government ministers, attended both policy and industry-led round tables, and held meetings with civil servants in a bid to boost the sector’s standings within Westminster.

So far, 50 MPs across a range of political parties have met, or are due to meet, with members in their local constituencies, with plans for more in the pipeline as part of the group’s MP engagement programme, launched in July 2023.

Advantage reports ‘exceptionally strong year’

Lo-Bue said Advantage has has an “exceptionally strong year”, one where the group has made “significant progress” as a business – delivering a strong financial performance in line with its strategic vision.

“We’ve driven a high profile narrative on the role of travel agents, focused on rebuilding our membership services and most importantly – it’s a been a year when we have seen our members thrive,” she said.

“As part of our post-covid growth plan, we have increased the size of the Advantage membership by 25% and with an ambitious recruitment plan in place, footprint expansion remains one of our key strategic pillars across all our member disciplines and operating models.”

Advantage’s collective membership turnover currently exceeds £7.6 billion in the UK annually – which is an increase of 69% over the last year – and £15.6 billion annual spend across its global network.

“As we head into 2024, we will broaden the scope of our business solutions across the whole end-to-end travel ecosystem, including new partnerships and supporting ground and rail transport options, financial services, technology and consultancy services,” Lo-Bue said added.

As part of the awards portion of the event, Celebrity Cruises was named Latitude Supplier of the Year and Beverley Travel won Most Engaged Latitude Member.

Last month, Advantage promoted Jonny Peat to senior commercial manager for cruise.