West Midlands travel agency Mercian Travel has announced a full rebrand, including changing its name to Destina by Good Travel.

The luxury specialist, in Worcester Road, Hagley, has undergone a refurbishment to create a new-look store and launched a new website

Managing Director Kevin Harrison said: “We’ve taken a lot of time to create the new brand that celebrates our values, our vision and the customers we serve but also upholds our hard-won reputation for delivering the best in luxury travel.”

Destina’s logo includes a series of interlocking ‘D’ shapes, modelled on the Celtic five-fold symbol meaning North / East / South / West / Centre which forms a compass. Harrison said it represents the four seasons and elements, and that the new purple colour scheme reflects the aspects of luxury travel.

The new name has included the name of parent company Good Travel as a reminder of the family ownership and heritage of the John Good Group, which dates back to 1833.

To coincide with the rebrand, Destina has appointed Abi Hyslop as head of leisure travel. She has over 15 years’ experience in the travel industry including previous roles at British Airways, Good Travel and Pure Destinations.

Hyslop added: “I’m delighted to be joining Destina at such an exciting time for the business and thrilled to be rejoining such a well established and respected family business. Being from the area, I can’t wait to meet our customers and share with them all that Destina has to offer.”

She also said Destina wanted to increase its role in the local community.

Harrison added: “Abi brings extensive experience to Destina and will be a real asset to the team. Her focus on customer experience will only enhance the great service we’re already so well known for.”