Reimagining the Journey: The Good Travel Franchise at The Advantage Conference 2025

Uncategorized May 22, 2025

Earlier this month, Jake, Rob, and Kat from The Good Travel Franchise team had the incredible opportunity to attend the Advantage Conference 2025 in beautiful St. Julian’s, Malta, a standout event for the UK travel industry hosted by The Advantage Travel Partnership.

With this year’s theme “Journey Reimagined”, the conference focused on transforming the way we work as travel professionals, with powerful sessions centred around diversity, inclusion, and the future of travel. As one of the UK’s leading travel agency franchises, we were proud to not only attend but actively contribute to this exciting and forward-thinking event.

Why the Advantage Conference Matters for Travel Franchise Owners

The Advantage Conference is a highlight of the travel industry calendar, bringing together hundreds of business owners, suppliers, and travel professionals to connect, learn and shape the future of travel. For anyone considering a travel franchise or already working as a homeworking travel agent, it's an event that offers inspiration, practical tools, and networking opportunities in abundance.

And here’s the exciting part: our travel agents have the opportunity to attend the Advantage Conference with us, enjoying all the benefits it offers—expert insights, supplier meetings, and unforgettable experiences in stunning destinations.

Diversity, Innovation and Travel for Good

The 2025 event explored the theme of “Journey Reimagined” — how we as an industry can evolve the way we work, communicate, and grow. There was a strong emphasis on:

Inclusivity and diversity: Encouraging travel businesses to be more representative and welcoming of all.
Innovation in practice: Exploring the tools and tech reshaping how travel businesses operate.
Travel as a force for good: A core element of the conference, with attendees taking part in hands-on community initiatives across Malta, giving back while exploring the destination.

Our values at The Good Travel Franchise align perfectly with these pillars. From day one, we’ve been committed to responsible travel, inclusive business practices, and innovation that empowers our homeworking travel agents to thrive.

Jake Takes the Stage: The Future of AI in Travel

A standout moment for our team was seeing our Co-Founder Jake Cullum-Hollins take to the main stage. Jake delivered a compelling session on how we’ve implemented artificial intelligence within our franchise model to support agents, streamline operations, and enhance the customer experience.

His talk sparked conversations across the conference about the future of AI in travel and how homeworking travel agents can harness technology to compete, grow, and deliver exceptional service.

Beyond the Conference: What It Means for Our Franchise

Attending the Advantage Conference isn’t just about one weekend in the sun. It’s about bringing back real value for our agents. From building relationships with key suppliers to staying ahead of travel trends, the insights we’ve gained help us better support every franchisee within our network.

And as we look ahead, we’re excited to invite more of our agents to join us at future Advantage Conferences. Whether you're just starting out in travel or ready to take your business to the next level, this is an experience that can transform the way you work.

Thinking of Becoming a Homeworking Travel Agent?

If you’re considering joining a travel agency franchise, now’s the perfect time. At The Good Travel Franchise, we combine real-world support with innovation, sustainability, and a genuine passion for travel. Whether you're new to the industry or looking to work more flexibly as a homeworking travel agent, we give you everything you need to succeed.