The Global Travel Group will not “dump” the Global name but has hinted other new brands could be introduced in the near future.
Parent company Stella Travel Services (UK) has already said it will pursue a multi-brand strategy in the UK, with marketing funds likely to be put behind the Harvey World Travel and Travelbag names.
But Global founder George Begg has reassured members who currently use the Global brand in their business name.
“We’re not dumping the Global brand. We’re not going to tell members not to do that any more [use the brand], but there are only so many national brands you can support.
“Global is not a consumer brand so it’s not top of the list. If we have a multi-million marketing budget you have got to get the best footfall in members’ shops.”
Prior to its acquisition by Stella, the group said it would focus on promoting the Triton tour operating brand and Worldchoice retail brand if its merger with Worldchoice goes ahead. This is on hold because Worldchoice has been approached by the Travel Trust Association.
A decision on branding is due in January and it is likely other brands will also be introduced to the UK to address specific market segments such as luxury and business travel. It is understood these could be existing or brand new brands.