First Travel Alliance to launch

Look for the launch this month of the First Travel Alliance brand. 

The name was coined last year when travel executive Jeff Scott acquired the assets of YTB Travel from YTB International, which was founded by the late J. Kim Sorenson.

YTB, which used a multilevel marketing model, was the source of considerable controversy in the travel agency community for a perceived lack of professionalism of some of its members.

Scott, who has worked with companies such as Hickory Travel Systems, TraveLeaders, Cendant and Worldspan, said late last year that despite its reputation, he saw “huge opportunity” in the network.

TC hears Scott and his partners have no interest in the multilevel approach and will use a more conventional business model.

Correction: Scott acquired the assets of YTB Travel from YTB International, not J. Kim Sorensen as previously reported. In addition, Scott was part of TraveLeaders, the company Travel Leaders acquired in 2008. He has never been part of Travel Leaders.

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