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Advantage chief urges agents to back themselves amid rise of AI

Advantage Travel Partnership
James Chapple
5 December 2025

Advantage Travel Partnership chief Julia Lo Bue-Said has urged agents to back themselves amid rapid technological change and the rise of AI, and not to lose sight of the difference they make to their clients.

Advantage Christmas Lunch
Credit: TTG

"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.