In 1973, a visionary group of 15 independent travel agents came together with a powerful idea: by uniting their buying power, they could compete with larger corporations while maintaining their cherished independence. This was the birth of the Liberty Travel Group, a pioneering concept that would transform the landscape of independent travel businesses.

By 1978, the pioneering concept grew to a network of 200 outlets across the UK. This remarkable growth signalled the transition from Liberty Travel Group to The National Association of Independent Travel Agents (NAITA), establishing a stronger foundation for the journey ahead.

By 1985, NAITA's membership had more than tripled to 685 outlets across the UK, demonstrating the tremendous appetite among independent travel businesses for a model that offered both autonomy and strength in numbers.

In 1985, we also embraced an international outlook by co-founding the Worldwide Independent Travel Network (WIN). This groundbreaking partnership between NAITA and fellow independent travel groups in Australia, South Africa, and Germany created unprecedented access to preferential rates with leading international hotel chains – and delivered a significant competitive advantage for members.

In 1994, NAITA's 'Travel Advantage Guarantee' provided the inspiration for our rebrand to 'Advantage' – a name that embodied our commitment to delivering superior benefits to both members and their customers.

Recognising the diverse needs of our community, we expanded our services by founding the Independent Advantage Insurance Company Ltd in 1995 and Advantage Financial Services Ltd in 1997, providing crucial support with bonding requirements.

In 1996, we launched Advantage Business Travel, creating a specialised proposition for our Travel Management Companies (TMCs) operating in the corporate travel market.

By the close of the decade, Advantage had reached an extraordinary milestone: 800 member outlets across the UK, supported by a comprehensive suite of services spanning both leisure and business travel sectors.

The new millennium brought significant structural changes as we evolved to meet the changing landscape of the travel industry. In 2004, Advantage established itself as a private limited company, shifting from our previous not-for-profit status to enable more dynamic growth opportunities. The following year, we relocated to new headquarters in London's vibrant Provost Street.

Responding to emerging market needs, 2008 saw the launch of Advantage Managed Services – an innovative solution designed to relieve independent travel businesses of administrative and financial burdens, allowing them to focus on what they do best: delivering exceptional travel experiences.

The 2010s demonstrated our commitment to innovation and member support. In 2016, we launched Advantage Holidays & Cruise, a full-service tour operation empowering members to thrive in the rapidly evolving dynamic-package market.

Our global vision took a major step forward in 2017 when Advantage increased its stake in the Worldwide Independent Network Group from 25% to 95%. This strategic move connected our members to an international network spanning 70 countries with 6,000 agent members and access to 28,000 hotels through a corporate hotel programme.

In 2018, we proudly celebrated 40 years of championing independent travel businesses – four decades of growth, adaptation and unwavering support for our members.

When the COVID-19 pandemic struck in March 2020, the travel industry faced unprecedented challenges. Throughout nearly three years of uncertainty and restrictions, Advantage emerged as a powerful advocate for independent travel agents. We lobbied government officials, gained national media prominence, and established ourselves as a trusted authority on travel-related matters.

In 2022, our CEO Julia Lo Bue-Said founded the UK Outbound Travel Group, further strengthened our role as industry leaders committed to representing and supporting UK travel businesses with government and policymakers.

Our UK membership spans 750 locations, representing a significant portion of the nation's travel agency landscape. Our global network continues to expand with representation in 83 countries across 96 network partners collaborating to service corporate accounts. Collectively, our global network generates over £15.6 billion in annual sales – including £7.6 billion from our UK membership alone – helping millions of holidaymakers and business travellers create unforgettable journeys.

From 15 founding members to a global powerhouse, the Advantage Travel Partnership story is one of foresight, resilience and unwavering commitment to the independent travel sector. As we look to the future, we remain dedicated to empowering independent travel businesses to thrive in an ever- changing world, which supports our Vision: to be the ultimate partner for the global travel community, and our Misson: to empower and advance the interests of our stakeholders, fuelling their growth and helping them to thrive with an industry-leading, single-stop solution.