ITC Luxury Travel has changed its name to Inspiring Travel Company and revealed it is expanding its product portfolios across the group.
Parent company ITC Luxury Travel Group is now known as ITC Travel Group, and a new strapline ‘Experts in the Extraordinary’ will be used group-wide.
The names of sister brands Western & Oriental, Rainbow Tours, Villa Select, Regent Holidays, ITC Sports Travel and Horse Racing Abroad will not change.
Chief executive Jennifer Atkinson announced the move was less a rebrand and more a “redefinition” of what ITC stands for at an event in London on Tuesday evening.
“We’ve been going since the 1970s and the world of travel has changed since then. ITC was never a name I loved – it didn’t capture the essence of what we do.
“We have expanded considerably from our core product of Caribbean beach holidays, and while we will always remain experts there, we now offer clients much more.”
Atkinson said agents had traditionally used ITC for luxury beach holidays, but she was now keen for the operator to be regarded as a “one-stop shop” for tailor-made holidays worldwide.
The new name follows a consultation process that included opinions from agents and customers. The company’s website address will change to inspiringtravelcompany.co.uk.
Atkinson said the breadth of the Inspiring Travel Company’s range would be promoted more heavily, with some brands expanding to feature more destinations.
Thirteen brochures are due to be released by the end of the year.
The Inspiring Travel Company will launch brochures for the Caribbean; Indian Ocean & Arabian Gulf; Europe; and Luxury Worldwide this autumn, while Western & Oriental will produce new programmes for India & Sri Lanka; USA & Ranch; and one for Africa and one for Latin America.
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