Previously called Cruise Champs, the partnership has renamed the member community Latitude in a bid to "stay true to its ethos of growing and diversifying".

John Sullivan, head of commercial for Advantage, said the cruise industry is "ever evolving, with new ships, routes and investments every day".

"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," he added.

Latitude will be headed up by Advantage’s cruise commercial manager, Jonny Peat, and will provide agents with increased communication, training initiatives, commercial incentives, and marketing support.

As part of the rebrand, Advantage will increase communication with its members by sharing supplier news and video roundups through its relaunched dedicated Facebook group. 

Latitude members will also receive monthly supplier Zoom calls; fam trips; supplier events; access to Clia’s annual conference; incentives and giveaways; social media and digital assets; the Navigate customer magazine; blog content; and an online brochure rack.

The announcement came during Advantage’s Back on the Water 2022 cruise conference onboard Virgin Voyages’ Valiant Lady on Saturday (8 October), where the association also launched new fly-stay cruise packages and announced Advantage Managed Services achieved £100m in turnover for the first time since its inception.