What is the meaning / definition of Consortia in the hospitality industry?
Consortia are Associations or Marketing organizations which link together small to medium sized independent travel agencies to leverage purchasing power and marketing opportunities. Examples of Consortia are American Express, Carlson Wagonlit, BCD Travel or HRG.
The consortia rate is negotiated between the hotels and travel agencies and is only available to contracted consortia.
The advantages for a Hotel working with Consortia are:
- Greater booking potential: travel agents first look at participating hotels when selecting the right property for their clients
- High-yield business: travel agents generally make higher average daily rate (ADR) bookings
- Increased bookability: greater exposure in the GDS by being able to use the Consortia’s negotiated rate code
- Increased visibility: additional exposure in agency marketing collaterals, databases, communications, etc. promoting the Consortia’s hotel programme
- Distribution Strategy
- Channel Management