Rooster will manage a B2B PR campaign, sales, marketing and administration for the association, which is entitled TOWARD Europe.
It aims to create an industry-wide solution to distribution between travel agents, tour operators and suppliers, such as car rental firms and insurance companies.
At present, the industry uses a complicated variety of technology systems developed using conflicting software, which the body claims is adding to the travel sector’s financial woes.
TOWARD Europe believes a single solution would cut costs and improve efficiency at a time when the industry is suffering from global concerns over terrorism, the war in Iraq and severe acute respiratory syndrome (Sars).
Rooster MD Henry Hemming said: ‘It’s an enormous industry and has its periods when it really is focused on the need to be profitable, and TOWARD Europe is intent on creating industry change.
‘But it’s not a short term reaction to industry events, it’s been long in the making.’
Rooster has been instrumental in setting up the body, the European version of its US counterpart TOWARD.
Hemming said the agency originally approached dozens of firms in the travel industry to help set up the body, and has since secured the backing of 22, including Eurostar, Hertz Europe, Cosmos and TUI.
TOWARD Europe is led by acting chairman Alister Beveridge, who is also IT director at member Cosmos.