The consortium will make marketing material available to members from Tuesday (13 December), slightly earlier than previous years.
Additional mini campaigns include "Go Sightsee in 2023!" for touring, adventure and city break content, "Venture by River or Sea in 2023!" for cruising, "Set Kids Free in 2023!" for family holidays and "Boost Your Vitamin D in 2023!" for summer sun.
Advantage’s head of marketing David Forder told TTG the campaign was designed to be was adaptable and give agents “the right tools”. He added 2023’s peaks would be Advantage’s “biggest campaign ever in terms of the content and suppliers that are supporting it”.
Advantage will offer “more content and ideas” to make budgets go further, he said, adding: “It’s a little different this year because we are really focusing on value; value that the independent agent brings to their customer – the service, the recommendations, the expertise, the peace of mind and the payment options.
“For me, it’s really important we read the room this year more so than in previous years.”
Forder said Advantage would be promoting a value guarantee and a “straightforward customer charter setting out why agencies are the best place to book a holiday”.
A key tool will be Advantage’s Journeys magazine, which will have ideas for budget breaks.
He said the message was that a good agent would find their client a holiday “regardless of what the budget is, being conscious that prices have risen this year and will rise next year”.
An added impetus for consumers was that pent-up demand still remained, he said.
“Come peaks, people will be back to thinking about what they will be doing next year and I still think there’s an overhang from the pandemic to make the most of it all," he continued.
“People will still generally find a way to have a holiday. I think the lower end will not necessarily suffer but you may see a shift to more lower value sold, although this year our average booking value is up. We have not seen the cost-of-living bite fully yet.”
However, he added: “That may change after Christmas especially if the cold snap continues.”
