Luxury operator Sovereign has unveiled a new visual identity based on the strapline ‘Paradise Found’.

This will be followed by a marketing campaign aimed at underlining the company’s position as an expert in creating bespoke holidays

The campaign will run from this month with a high profile selection of above-the-line and digital media.

The Sovereign hotel collections, which appear on the operator’s website and in its brochures, have also been renamed to reflect the new branding. There are now three colour-coded levels of service – Blue, Gold and Platinum.

In addition, specific holidays are classified under six different categories; Family, Adult, Lovebirds, Spa, All In and Eco.

The re-positioning follows research aimed at exploring how modern attitudes towards luxury goods have shifted, in a bid to better connect with Sovereign’s discerning customers and their individual holiday needs.

The study demonstrated that over time the luxury travel market has become confused and cluttered with a glut of choice and an emergence of deal-focussed companies moving into the space.

Head of customer engagement, Lisa Edwards-Webb, said: “Luxury means many things to many people, and these days the word is so often used to describe a variety of very different offerings.

“You’ll find over a quarter of a million results when you type ‘luxury’ into TripAdvisor and that’s an awful lot of luxury options to wade through. Therefore, it has become extremely difficult for customers to be sure that what they are being offered fits with their personal idea of luxury.

“For this reason, we made the decision to take a step back, differentiate ourselves and focus on each customer’s ever changing and varied needs in order to help them find their own little slice of heaven.”

“With more than 40 years’ experience we already have a proven track record of brilliantly matching the person with the place. Our travel experts have first-hand knowledge of the more than 250 hard-filtered hotels that we offer, because they have been there themselves. This knowledge enables them to give pro-active, genuine advice to our customers, making sure that their holiday has that something special.

“Therefore we don’t just say we do ‘luxury travel’, we say we can find each and every one of our customers their own little abode – which is why we now sign off Sovereign, Paradise Found”