Adeona Travel has been revealed as the name for the Travel Network Group’s luxury franchise arm.
The group aims to develop a portfolio of 50 retail franchises over the next five years.
It wants to work with key business partners who share their values of customer service and have products suited to their consumer target market.
A pilot store in Cheadle Hulme has been rebranded under the new name and the group is in the process of recruiting an additional two development franchises before a full introduction in 2013.
Group membership director Helen Burgess is heading the new business venture and has rebranded her agency, which has been trading for more than 20 years, as Adeona Travel.
She said: “Business format franchises are recognised by banks as a significantly more successful start up model because of their proven business operating system, clear brand direction and support.”
Group managing director Gary Lewis said: “Adeona was the goddess of safe return so we feel it’s a very appropriate brand name for a proposition which is based on customer service and 100% consumer and agent financial protection.
“The launch of this new proposition for the group fully underpins our strategy of establishing a new and diverse portfolio of trading models that will accommodate all those wanting to enter the travel market, or provide alternative options to those members who may be looking to change their proposition to better suit a change in lifestyle.
“The launch of Independent Travel Experts (ITE), our homeworking brand, and now the launch of this new retail luxury franchise model under the Adeona brand is evidence of this.”
Plans for the luxury franchise were first revealed at the Travel Network Group conference last September.