"As Advantage members, you create exceptional, memorable, personalised experiences, [and] as true professionals, you help make dreams come true for millions of consumers," chief executive Lo Bue-Said told guests at the consortium's annual Big Celebration Lunch in London on Friday (5 December).
Several top-performing agents and key suppliers were honoured at the event, including Sunlounger Travel, which was named Talent Nurturer of the Year, while Idle Travel's Tony Mann received the Spotlight Award.
Elsewhere, Lindsay Miller from Inspire was named Shining Star, with Abbie Harmison from Dawson and Sanderson picking up Member Innovator of the Year. Telina Lawrence from The Travel Professionals was nominated as Advantage's Latitude Partner of the Year.
Emily Whitehouse from DGI Travel took away the Emerging Talent Award, with a high commend for Bonni Hughes from The Good Travel Agent, and the 2025 Travel as a Force for Good Champion was Scott Pawley from Global Travel Management.
Among a handful of supplier categories, Celebrity Cruises won the Innovation Award (Leisure Travel), while Gold Medal was named Tour Operator of the Year, with a high commend for easyJet holidays.
Latitude Partner of the Year was Princess Cruises, with a high commend for AmaWaterways, and British Airways was Airline of the Year. Trade Support Team of the Year was a close run affair, with Tui pipping Jet2holidays to the accolade, the latter receiving a high commend.
Agents driving 'economic powerhouse'
Addressing guests, Lo Bue-Said said: "In a world evolving rapidly through technology and AI, never underestimate the vital role you play. Advantage is committed to building on this message, ensuring your impact, value and voice remain strong, visible – and celebrated."
She continued: "The true magic of this annual gathering lies in celebrating outstanding achievement. Today, we honour the exceptional individuals and organisations that are the lifeblood of the Advantage community; the dedicated professionals working tirelessly behind the scenes; and those who consistently go above and beyond in serving their clients.
"Looking around this room, I see the extraordinary depth of expertise, passion and commitment assembled here. Every one of you embodies the vibrant energy that has elevated our industry into the economic powerhouse it is today."
Advantage used the event to reveal its chosen charity for the coming year, Sebby's Corner, which supports vulnerable families and children living in poverty throughout London and the South East of England.
"Their unwavering commitment to ensuring no child goes without the essentials they need to thrive is truly inspiring," Lo Bue-Said continued. "They support families living in poverty, those escaping domestic abuse, refugees and asylum seekers, and victims of modern slavery and human trafficking. Their mission reflects the principles of kindness and care that define who we are."
Travel proving 'extraordinarily' resilient
Lo Bue-Said said 2025 had been another "remarkably strong year" for Advantage despite the "fair share of challenges" travel has faced, from geopolitical uncertainty fuelled by the "incredulous narrative" presented by some political leaders, to unprecedented changes to weather patterns and a persistent cost of living squeeze.
"Yet our eco-system continues to demonstrate extraordinary resilience," she said. "And critically, despite these headwinds, people's desire for travel continues to thrive."
Advantage's turnover across its global network now runs to in excess of £17 billion, including £9 billion in the UK alone. The consortium also launched a new brand identity earlier this year, while members have now achieved nearly 100 visits from MPs as part of the Advantage-led UK Outbound Travel Group's lobbying efforts.
Registration has also opened for the 2026 Advantage conference, which will take place at The Melia Castilla Hotel in Madrid in May 2026. Lo Bu-Said revealed the conference theme would be Powered by People.
