Collette Worldwide Holidays has rebranded as Collette and unveiled a new logo and its first bookable website.
The move brings the company’s three divisions in the UK, the US and Canada under the one brand Collette. Previously, the US and Canadian businesses both used the Collette Vacations brand.
The touring specialist’s first UK television advertisements also went live this week. It has launched a month-long pilot of advertising on channels including ITV3, the National Geographic Channel and the History Channel.
Collette had a second consecutive record-breaking year in 2013, with double-digit growth. Forward bookings for the UK business are 30% up compared with a year ago.
The operator has launched a second-edition brochure specifically to showcase the new branding. The programme for 2014-15 includes more than 50 worldwide tours and features updated pricing and early-booking offers. The company will unveil a new website, Gocollette.com, on January 30.
Its holidays can now be booked online by consumers and the trade for the first time. Travel agents need to register for a login and password to access the site.
UK general manager Peter Traynor said: “As we get bigger and busier, some agents want a different experience with the site, and even if they don’t complete the transaction online, they can use it to check real-time availability and prices.
”Traynor said he was hopeful online bookings would account for 10%-15% of the operator’s sales within the next couple of years, driven by more straightforward bookings.
The website has a new modern look and includes customer testimonials and video clips, while searches can be filtered by special interests such as RHS Garden Holidays.
Its UK ads highlight the benefits of touring with groups in selected destinations and include a call to action to contact “your local travel agent” or to call the company for a brochure.
“The idea is to raise brand awareness with consumers. We have a lot of good agent partners, but they have to work hard if customers have not heard of us,” said Traynor.
The ads target Collette’s main demographic of holidaymakers in their early 50s, retired people and empty-nesters.
If the trial proves successful Collette will run further TV ads. Traynor said the company’s key demographic was growing. “Even if we maintain our market share our business will grow.”
The company launched TV ads in the US and Canada in the autumn of last year for the first time.