The landscape of corporate travel is constantly evolving, demanding agile and robust solutions that transcend geographical boundaries. In a strategic move to reinforce its commitment to providing unparalleled global business travel services, The Advantage Travel Partnership has officially rebranded its international network of corporate travel experts. Formerly known as WIN Global Travel Network, this powerful alliance will now operate under the banner of The Advantage Global Network, marking a significant step in streamlining and strengthening its global proposition.
This rebranding initiative, effective immediately, builds upon The Advantage Travel Partnership’s long-standing leadership in both business and leisure travel sectors. Having acquired a 95% stake in WIN Global Travel Network in 2017, after years of close collaboration, Advantage has witnessed the network’s remarkable expansion. Today, The Advantage Global Network boasts an impressive reach, encompassing 6,000 locations across 81 countries worldwide, making it a truly indispensable global travel network for its members.
The impetus behind this name change is rooted in the amplified brand recognition and trust that Advantage Travel Partnership has cultivated, particularly during recent global events. The rebranding strategically aligns the global travel network more closely with the well-respected Advantage brand, simplifying its overall business travel offering and enhancing clarity for both members and partners.
For Advantage members in the UK, The Advantage Global Network presents an exclusive and invaluable asset. It provides access to on-the-ground support and localized expertise through its international partners. This eliminates the need for a physical presence in various destinations, offering a seamless and efficient way for members to expand their reach and service their clients globally. This capability, combined with Advantage’s evolving suite of global business travel products and services, equips members with the tools to penetrate new markets and deepen their engagement in existing ones. Members of Advantage Global Business Travel, Advantage’s dedicated TMC membership model, can effortlessly leverage this global travel network to secure and manage international contracts, bolstering their ability to win new business and retain valuable clients.
The benefits of this rebranding extend equally to the international partners within The Advantage Global Network. By aligning with the esteemed Advantage brand, these partners gain enhanced visibility and credibility within the global travel marketplace. As part of one of the world’s largest travel buying groups, commanding a collective spend of £12 billion*, partners will experience increased engagement with Advantage Global Business Travel members, unlocking fresh business opportunities and expanding their reach beyond their local markets.
Julia Lo Bue-Said, CEO of The Advantage Travel Partnership, emphasizes the strategic significance of this rebrand: “While the transition from WIN Global Travel Network to The Advantage Global Network is essentially a name change, it carries substantial weight. The heightened awareness and strong reputation of the Advantage brand allows us to consolidate our global travel network within our core business. This rebranding simplifies communication of its benefits and fosters stronger collaborations between our UK members and international partners. It truly reflects the integral role our global network plays within the Advantage family.”
John Hobbs-Hurrell, formerly Head of WIN Global Travel Network and now Head of The Advantage Global Network, echoes this sentiment, highlighting the expanded opportunities the rebrand unlocks: “The increased brand exposure will undoubtedly benefit our international partners, fostering greater engagement with Advantage Global Business Travel members and paving the way for new business prospects. The network remains committed to being a connected community of TMCs worldwide, and we anticipate further growth following this rebranding.”
Access to The Advantage Global Network is a cornerstone of Advantage’s comprehensive global business travel proposition. Beyond the network, members benefit from the Global Accommodation Programme and Global Air Programme, alongside preferential commercial terms leveraging aggregated global spend, as well as robust training, networking events, business support, and marketing resources.
*2019 figures
