Emirates Tours is to undergo a major rebranding and repositioning towards to the end of the year.

General manager of the tour operator arm of Emirates Fabio Prestijacopo said big changes are afoot that will alter the way it deals with customers and agents.

He added: “We are looking at the services we provide, the way we deliver the product, the additional value we offer.

“It is important to offer peace of mind, thorough protection and to capitalise on our strong relationships with hotels.”

The details are not yet ironed out, or if they are Fabio is being coy at the moment, but he did reveal we can expect to see a very different look and feel to the brand although the name, unsurprisingly, will stay the same.

He also hinted that it may not remain an exclusively luxury operator

Changes are already evident in the new brochure out this week.

The operator historically has been very Dubai, Mauritius and Maldives heavy in passenger volume and dedicated brochure space.

And this is still the case with Dubai alone making up more than 50% of bookings but the brochure will now be more reflective of the wide product offering.

But Prestijacopo has ambitious growth plans with a doubling of revenue targeted within three years.

While the destinations it is famous for will remain important he wants to shine the spotlight on the rest of its offering especially Australia, New Zealand, Thailand and Sri Lanka – he expects much of the growth to come from these four.

Island hopping has been introduced to the Seychelles and three days tours added to the Malaysia options.

Agents are front and centre of the operator’s plans with new incentives launched for 2012 sales of up to £100 vouchers per flight.

Prestijacopo added: “We were a far more direct sell operator but now agents make up 50% of our sales and this is growing all the time.

“They are incredibly important to our future.”