Why buy the Camping Cheque/Alan Rogers business?

I have been pondering this question for some time. I am aware that in the grand scheme of things, the money spent by the Club was not huge.

However, the only "justification" that I've seen (perhaps I've missed something !) was to enhance the "offerring" by the Club. My question really is what does Alan Rogers offer that the Club doesn't or can't offer.

i arrange our travels using the Club's Travel Service and using AR. I always find the staff of both organisations to be most helpful and efficicient