Advantage Travel Partnership has launched its latest member marketing campaign, Last-minute or Later, designed to help members inspire consumers to book with confidence amid heightened uncertainty.
*All details correct at time of publish (28 May 2026)
The campaign, which launched to members on the 19th May, has been created to support holiday sales across both late availability and future bookings, recognising that consumers are balancing the appeal of spontaneous getaways with the reassurance of planning ahead.
Built around the supporting message “Count On Us”, the campaign reinforces the value of booking through a trusted travel agent, highlighting the expert guidance, protection, service and real human support that Advantage members provide throughout the customer journey.
With consumer confidence impacted by ongoing geopolitical uncertainties, including the situation in the Middle East, Advantage has developed the campaign to give members a timely and practical way to engage their customers, encourage bookings and remind travellers of the peace of mind that comes from booking with an experienced travel professional.
The campaign includes a full suite of ready-to-use marketing assets, including social media graphics, website banners, email content, social post copy and captions, all available through a dedicated campaign hub for members.
The creative has been designed to carry upbeat, confidence-building messages alongside vibrant holiday imagery, bringing to life the feeling of being away, from beach relaxation and memorable food experiences to inspiring sights, scenery and moments of joy.
Messaging such as “Go on holiday. Not on Google”, “All you’ve got to do is pack”, and “This summer or someday soon” has been created to remind consumers that booking travel should feel exciting rather than overwhelming.
To make the campaign even easier for Advantage Travel Partnership members to activate, the marketing campaign also provides a series of suggested social media captions to accompany the assets.
Members can use the captions as they are or adapt them to suit their own tone of voice, helping them post quickly and confidently across their channels.
Supplier activity is also being aligned to the campaign, with partners including Wendy Wu, Cunard, Silversea, Virgin Voyages, Royal Caribbean, MSC Cruises, Scenic & Emerald Cruises, Fred. Olsen Cruise Lines, easyJet Holidays, TUI, Marella Cruises, Princess Cruises, Audley and P&O Cruises among those currently supporting the initiative.
David Forder, Marketing Director at Advantage Travel Partnership, said:
“Our role is to make sure our members have the tools, content and campaign support they need to keep inspiring customers and converting demand, especially in the current market.
“Last-minute or Later, has been designed to be flexible, relevant and easy for members to activate, whether they are promoting late summer availability, autumn escapes, winter sun or holidays further ahead.
“At its heart is a simple message: customers can count on their local travel agent for expert advice, reassurance and support from the moment they start planning. We know our members are busy running their businesses and supporting their customers, so we want to make it as easy as possible for them to take part.
“The creative and captions have been designed to give members a ready-made campaign they can pick up and use straight away, while still allowing them to add their own personality.
“The tone is deliberately positive and engaging. It is about reminding customers why holidays matter, while also reinforcing the reassurance of booking with a trusted travel expert.
“Whether someone is dreaming of a last-minute escape or planning further ahead, the message is that our members are there to make the process simple, enjoyable and supported.
“This campaign is also a strong example of the marketing support we are continuing to build for our members. We want to create activity that is practical, timely and commercially useful, while also reinforcing the value of being part of Advantage.”
The campaign has been designed as an evergreen platform, giving members the flexibility to use the assets whenever relevant over the coming months. The message is intended to work across a wide range of holiday types, destinations and booking windows, from late deals to long-term travel plans.
Advantage said the campaign reflects its continued focus on providing members with high-quality, ready-to-use marketing support that helps them respond quickly to market conditions, strengthen customer engagement and demonstrate the value of booking through the travel trade.
For more information, visit advantagetravelpartnership.com
