Advantage Travel Partnership welcomes NousTravel as its newest member

Advantage Travel Partnership has welcomed NousTravel, a boutique, founder-led global travel management company, as its newest member. 

Founded in the US, NousTravel specialises in high-touch travel services across media and entertainment, luxury leisure and corporate travel. As part of Advantage’s network of independent travel businesses, the company will gain access to enhanced commercial terms, global buying power and technology to support its UK and European expansion. 

NousTravel launched its UK and European business in March 2026, marking its first expansion outside the US. The US company was established by experienced travel industry leaders, Barry Noskeau, Lee Thomas and Lisa Wheeler, all co-founders with a proven track record of building advisor-focused businesses. 

The UK and European operation is led by CEO Maria Baty, former owner of Topflight Travel Management and former Managing Director at Altour. She also served as Board Member of the Business Travel Association (BTA) for seven years, bringing extensive experience across the business travel sector, with a leadership approach centred on relationships, expertise and trust.   

As NousTravel expands its network of independent travel specialists, this new partnership with Advantage will provide the company with commercial support, supplier relationships and infrastructure needed to accelerate growth. The collaboration strengthens NousTravel’s offering for independent advisors serving the entertainment, corporate and luxury travel sectors. 

Maria Baty, CEO of NousTravel UK and Europe said: "Joining Advantage was a straightforward decision for us and a natural partnership as we grow our presence across the UK and Europe. As a business built around experienced independent travel contractors, we needed a partner that truly understands and champions the independent sector which Advantage has been doing for more than 45 years.” 

“Their advisor-first approach, collective buying power and extensive supplier partnerships give our advisors the ability to compete at the highest level while maintaining the independence that defines their businesses.” 

The partnership further strengthens NousTravel's proposition for experienced independent travel advisors, combining entrepreneurial freedom with the commercial advantages of a leading travel consortium, including enhanced supplier relationships, competitive commercial terms and a broader support network. 

Andy Boorman, Head of Business Development, Global Business Travel, Advantage Travel Partnership added: “We are delighted to welcome NousTravel to Advantage. Their focus on empowering independent professionals and delivering high-touch, specialist expertise perfectly aligns with our own ethos. As they continue to expand their footprint across the UK and Europe following their launch earlier this year, we look forward to providing them with the collective buying power, robust tools, and commercial support needed to help their network thrive.”