Alfa unites coach and hotel divisions under single brand

Coach holiday hotel group Alfa is bringing its brands under a single name.

The change sees all companies at the employee-owned domestic operator come under the Alfa Holiday Group umbrella. 

Alfa Travel becomes Alfa Holidays with its Leisureplex Hotels rebranded as Alfa Hotels.

The change, including a new-look identity, coincides with the release of a 2026 brochure.

The refreshed logos and names are being introduced across the company website, marketing materials, 25 hotels and the fleet of coaches.

The company has also committed to “significant investment” over the next 12 months, including the addition of six new coaches, a £10 million upgrade to hotels and refurbishment of the Derwentwater Hotel in Keswick, acquired in September, ahead of reopening later this year.

Managing director Emma Russell said: "Whilst our look and names are changing, everything our customers know and love about travelling with us remains the same. 

"From our friendly team and fantastic destinations to our welcoming hotels, the core of the Alfa experience is unchanged. 

“This rebrand simply unites our offerings under one clear name, Alfa.”