Escorted tour operator Travel Indochina has unveiled a rebrand designed to better reflect its pan-Asian product and focus on local experiences.
The operator will change its name to Insider Journeys from February 2, with the new branding and strapline ‘Imagine the stories’ featuring on brochures to be delivered next week.
UK general manager Lesley Wright said: “We are really excited by this change. We believe it better talks to who we are and how we operate.
“It very much focuses on the insider experiences that we are delivering on the ground. It will give agents something tangible to talk about as they’re stepping through those journeys.”
The small-group operator started running tours in Vietnam 21 years ago, but has since expanded beyond its core Indochina product to 11 countries across Asia. Wright insisted there were no current plans to add destinations outside the continent, but refused to rule out further expansion in future.
Managing director and co-founder Paul Hole said: “In recent years, we have expanded well beyond the Indochina region into much of Asia, including Burma, Japan, China, India, Sri Lanka and Bhutan.
“With 21 years of operational and sales experience, our expertise in helping travellers immerse in Asian culture through unscripted interaction with the local people and their customs is second to none.
“We now feel the time is right to transform our image to capture the notion of rich, more intimate travel experiences in the style of travel we offer.”
Travel Indochina has been working in the UK for the past 10 years, but only began selling through the trade two years ago.
Wright added: “We are new to that [trade] market but already it’s 45% of our business. It’s a hugely important distribution channel for us, and a real focus for us at the moment and going forward.”
A second brochure dedicated to tailor-made journeys will be released with the new branding in early March.