Triton poised for launch of tour operation

Super-consortium Triton Travel Group has taken the first steps in launching a fully-fledged in-house tour operator as it rolls out new technology across its agency network.

The group – an alliance of Advantage Travel Centres, Worldchoice and Global – unveiled a package of sophisticated booking tools to members during a number of meetings across the UK.

The system includes Triton Flights, Triton Rooms and Triton Holidays.

While Advantage4Holidays will remain as a brand and website, sources said the Triton brand will play an increasingly prominent role.

The new system will effectively enable agents to either dynamically package an extensive range of product – including in-resort rep services – or to source pre-packaged holidays taken from Triton’s inventory and using Triton’s ATOL.

All invoices received by customers will carry the Triton Travel brand.

Packages will also be put together and featured in new retail brochures for 2007 based around regional airports. Preferred operator packages will also feature although they will be unbranded.

Advantage managing director and Triton board member John McEwan stressed the Advantage4Holidays brand would remain “for the foreseeable future.”

“But I can’t speculate on the long term because who knows what will happen in a fast moving industry,” he told TravelMole.

McEwan denied the organisation was preparing to launch a consumer-facing high street brand and was merely an extension of what it already offers through Advantage4Holidays.

“I suppose you could say we are a tour operator but what we’re really doing is putting in place dynamic packaging tools,” he said. “Triton will not be a consumer brand in that we won’t launch it directly to consumers.

“As to how far we go in the future is an open question. But our immediate priority is putting in place business to business tools.”

He denied speculation that Triton would employ its own reps – but refused to rule out the possibility.

McEwan said: “We are offering a suite of products that agents will see coming from Triton as well as Advantage4Holidays. We are responding to the needs of members to get access to components and dynamic packaging systems.

“It’s not a question of selling against conventional tour operators. It’s about wanting to get a greater share of the fast growing independent sector. And to do that we need to make sure agents have the tools.”

Report by Steve Jones