MYTRAVEL has put
its shop rebranding programme on hold but is still pressing ahead with store
refurbishments.
The company
confirmed a decision had been made but refused to reveal details. An official
statement is anticipated this week. MyTravel distribution and charter tour
operations managing distribution Steve Endacott said: “We have agreed a plan. I
know exactly what I am going to do.”
Sources close to
the company said the rebranding of shops had been halted while bosses discussed
the wisdom of rolling out the name across the high street while financial
concerns remain.
Meanwhile, work to
upgrade shops continues. Shop managers had not been told of any changes to the
programme as Travel Weekly went to press. The move comes at a time when the
company wants to downplay the profile of MyTravel for fear of denting public
confidence by making the link with Going Places and Airtours.
MyTravel claims
bookings have not suffered yet but issues such as rebranding have to be looked
at. One well-placed source said: “There are a number of options being
considered.”
Observers agree it
would be unwise to roll out the MyTravel name with such negative publicity
doing the rounds. A rival multiple said: “We’ve heard the rebranding is on
hold. The company has strong customer brands in Going Places and Airtours. It
makes sense to play on your strengths.”
Analysts said
MyTravel’s financial troubles would prevent it from going ahead with the
rebranding.
Around 100 shops
have already been rebranded MyTravel.