ITC downsizes product portfolio by nearly 50% in major brand overhaul
Luxury operator ITC Travel Group is downsizing its product portfolio by nearly 50% as part of a major business overhaul that sees its core brands unified under the single identity of ITC.
The parent company has rebranded flagship brand Inspiring Travel to ITC and opted to disband sports specialist Spectate.
Sports itineraries will now be offered directly under the singular “powerhouse brand of ITC”, with existing sports experts continuing to handle trade and consumer enquiries.
Regent and Rainbow will continue to operate as standalone entities within the group portfolio.
Group managing director Lisa Smith told Travel Weekly sister publication Aspire the decision to trim the product range came after internal analysis revealed three-quarters of organisational resource was being spent on lower-performing products.
“Part of the product simplification has been to look at how we elevate our product and our marketing,” Smith said. “A small proportion of clients generate quite a large amount of the revenue, so we want to spend more time working closely with those people in a more personalised way.
“As a result, we’re downsizing the portfolio by almost 50% to ensure the offering is as consistent and elevated as possible. Previously 75% of our organisational effort was being taken up on low-converting, lower-performing product, so we’re stripping out the noise for our staff to improve this.”
Alongside the portfolio reduction and brand unification, the business has introduced ITC Elite.
The new tier combines the previous Elite Travel Concierge and ITC Private Clients offerings, aiming to bolster the company’s proposition for ultra-high-net-worth individuals.
Smith said the strategy would allow the business to operate as “one elevated luxury proposition, rather than pulling people, expertise and resources in different directions”.
She added: “We wanted to focus on our relationships with suppliers, the trade and our clients, and we’ve got this amazing heritage brand in ITC, which is very prestigious and well-known. We want to put all of our power behind one brand – ITC – rather than having Inspiring and having Spectate as two brands.
“Previously we advertised sports to Spectate’s customers, and now we’ll promote sports to everyone through ITC. We have people with expertise and skills with sport, and they love selling this type of travel, so enquiries will be channelled through them.
“This is a smoother, more simplified way of working, rather than running two brands. Spectate has always done very well with the trade, so it’s making sure that continues through the ITC brand. By doubling down on this one brand we think we’re in a strong position.”
The wider refresh includes a new logo, an upgraded website and a team restructure. While many internal promotions have been made – including Gary Bates stepping up to head of trade partnerships – Smith confirmed a “small number of staff” opted to take voluntary redundancy.
She reassured trade partners that agent support levels would remain unchanged, backed by ongoing training and the operator’s regular ‘ITC Friday 10@10’ sessions.
“This next chapter isn’t about becoming a different company; it’s about becoming the very best version of ITC,” Smith said.
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