DNATA Travel and sister long-haul operator Axis Holidays are
to be rebranded as Emirates Tours UK.
The aim of the rebrand is to reinforce the association
between DNATA and its parent company, Emirates Group.
As part of the changes, Axis will move from its current
location in Victoria to Emirates’ headquarters in Cromwell Road, London. In
addition, DNATA’s Victoria-based high street agency will be closed with the
staff moved elsewhere in the company.
A spokesman for the company said: “Whilst a closer alignment
between the tour and airline operations will provide benefits from shared
administration and systems, the changes will ensure that Emirates Tours UK can
develop its own brand identity in the market.”
A new brochure featuring breaks in Dubai, India, Sri Lanka
and Maldives will be launched in the next few months. The operator has also
revealed it is also to invest is a new reservation system and launch a website
that will enable customers to book holidays on-line.