A charity offering UK holidays to families facing tough times has changed its name as it aims to reach a wider audience within and beyond the travel sector.
Formerly known as the Family Holiday Association, it is now called Family Holiday Charity and has a new logo.
Kat Lee, chief executive, said: “Our name was confusing – being known as an association rather implied something different than who we are.
“Fundamentally, we are a small charity that needs broad funding and engagement to support our mission.
“The shift to ‘charity’ makes this abundantly clear and is relatable to everyone.
“It’s a small change but one that will make a big difference to us – making it clear who we are, but also keeping us firmly rooted in the values that are still so important to us.”
Families are referred by education, charity or health and social welfare partners.
Criteria for being offered a break include low income and other factors such as the impacts of long-term ill health, disability, caring roles and responsibilities and domestic abuse.
Lee said demand for holidays “has never been higher”.
She added: “Taking action to ensure we reach a wider audience and properly represent the communities we work with, through a change of name and a new visual identity, is just one part of a broader plan to ensure we are here for families facing tough times for many more years to come.”
Mags Rivett, director of income and engagement, added: “The travel sector has been very supportive of the charity over the years, and we are very grateful that so many families will have been able to have a holiday as a result of the sector’s support.
“Now we are all emerging into the light a little more after a difficult few years, we’d welcome the chance to reconnect and celebrate together over our shared common ground: holidays.
“Our name change and visual identity have been developed with the input of several travel partners who have helped us create a playful but impactful brand that will mean we’re more appealing to work with across trade, consumer and supplier partners and brands.
“We’re keen to expand and develop our engagement with brands across the travel, and other, sectors so we can provide more holidays for more families facing tough times.”