Merlin Travel Group is expanding its horizons by venturing into the flight consolidator market. This strategic move follows the successful launch of its cruise and holiday divisions, showcasing their ambition to solidify their presence in the travel industry.
After five years of continuous growth since its inception in 2019, the group now aims to offer its 62 current members, and prospective new ones, the flexibility to create specialised travel packages, enhancing both their product offerings and client satisfaction.
Strategic Market Entry
Merlin Travel Group has announced its plan to tap into the flight consolidator market within the next 12 months. This move is part of a broader strategy to diversify its services and enhance the capabilities offered to its members. This expansion aims to empower their agents by enabling them to create comprehensive travel packages, utilising flight-only products sourced from Merlin’s new consolidator arm.
Growth and Membership
The consortium initially started with eight agents in 2019 and has now grown to 62 members, with ambitions to reach 80 by the end of the year. This growth trajectory highlights a strong demand for their flexible business model, particularly amongst self-employed homeworking agents.
The group offers a model where members can maintain independence while benefiting from the support and infrastructure of an established organisation. This unique approach has allowed Merlin to retain nearly all its members over the years.
Cruise and Holiday Divisions
Launched just before the summer, MTG Cruise allows members to create bespoke fly-cruise packages. This division is positioned as an alternative to joining traditional cruise OTAs or buying a franchise.
MTG Holidays, operational since February, offers a range of travel experiences from safaris to Caribbean cruises. The division is currently exclusive to PTS members but could expand to other third-party agents soon.
According to Garry Butcher, the driving force behind these initiatives is to give agents the autonomy to develop their brand and business in line with their vision and marketing strategy.
Infrastructure and Management
With growth comes the challenge of scaling infrastructure to manage an increase in service demand. Merlin Travel Group is focused on ensuring that as its membership and product offerings expand, the quality of service and efficiency in handling enquiries remains high.
Recent appointments, including Janice Abbott-Black as a sales support specialist, reflect the company’s commitment to bolstering its operational capabilities.
Adapting to Market Changes
The COVID-19 pandemic has unexpectedly accelerated Merlin’s growth, opening up new opportunities for unemployed industry professionals. The company has capitalised on this by offering a platform for agents to continue developing their careers.
The adaptability of their business model, particularly allowing dynamic packaging, has set Merlin apart from larger consortia that restrict such flexibility.
Butcher emphasises the importance of allowing agents to tailor travel experiences uniquely, boosting sales and meeting diverse client needs.
Future Prospects
In the coming year, Merlin intends to secure IATA and GDS memberships, reflecting its commitment to establishing a robust flight specialist division.
Such developments will cater not only to current Merlin agents but will extend opportunities to agents within Protected Trust Services, with plans to expand further.
Butcher expressed confidence in the model, highlighting its potential to attract members who value independence and strategic support.
Conclusion and Reflection
Merlin Travel Group’s endeavours to establish a flight consolidator arm reflect their strategic foresight and commitment to empowering their members.
The initiatives underway signify a determined effort to lead in providing tailored travel solutions, enhancing both agent capability and client satisfaction.
Through strategic expansion and by fostering agent independence, Merlin Travel Group is navigating the competitive travel landscape successfully.
The launch of their flight consolidator arm is poised to cement their position as an innovative force, supporting agents in delivering bespoke travel experiences.
