Club Travel redefines value beyond price

FOR Club Travel, value- added travel is no longer just about the lowest fare. In today’s price-sensitive and complex market it is defined by the seamless integration of choice, technology and support. “While price remains a factor, true value lies in the peace of mind and efficiency we provide to our partners, which they, in turn, pass on to the traveller,” says Jo Fraser, Executive Manager of the Club Travel Franchise. Fraser explains that Club Travel differentiates value for the client versus the travel agent. “For the client, value is about the tangible inclusions – exclusive room upgrades, flexible booking conditions and curated local experiences. For the travel agent, value is found in tools and time.” The consortium’s primary vehicle to empower agents is CLUBhub, its state-of-the- art booking platform. “By integrating NDC content (via Verteil), GDS and LCCs into a single view, we empower our ITCs to provide ‘best-in- market’ options instantly. This tech-driven approach enhances value by ensuring that agents are not just order-takers, but high-value advisers who can navigate a fragmented global inventory effortlessly.” Fraser says current trends indicate that travellers are looking for ‘high-touch’ service and ‘all-in’ certainty. “We are responding by bundling value-added inclusions such as private NDC fares, offering rates not available on public platforms and flexibility by leveraging our massive buying power to negotiate more lenient change policies with preferred suppliers.” In the coming months, Club Travel partners can expect even deeper integration within CLUBhub. “We are focusing on expanding our direct-connect content to ensure our members have the most competitive, ‘first-to-market’ pricing available. “Ultimately, we differentiate ourselves by being a consortium of the future. We don’t just give agents a seat at the table; we give them the tools to own the room,” says Fraser. Collaboration To strengthen their value proposition and long-term sustainability in the South African travel industry, Club Travel and Sure Travel have announced a strategic collaboration. “This collaboration brings together the complementary strengths of two established travel networks, with a shared focus on delivering value to their customers and partners,” says Fraser. Both organisations will retain their distinct brands and identities while benefiting from shared resources and operational collaboration. The collaboration is expected to unlock efficiencies through economies of scale, strengthen engagement with key supplier partners and support innovation in travel technology and service delivery. “This initiative reflects a proactive and forward- thinking approach to evolving market dynamics, ensuring that both networks and their partners remain well positioned for future growth.”