MYTRAVEL U-TURN on SHOP REBRAND

MYTRAVEL has finally come clean over the future of its shop rebrand with news it plans to have its entire 700-strong retail chain operating under the Going Places banner before the new year.

Almost a year to the day MyTravel said it would erase the Going Places name from the high street, the multiple will now remove all MyTravel shop fascias before the peak-booking period kicks off in January.

The 146 shops already rebranded MyTravel and 60 stores still operating under the Travelworld name will switch to Going Places before Christmas. The four original MyTravel concept stores – two in Manchester and one each in Rochdale and Bolton – will retain their MyTravel interiors, but external signage will revert to Going Places. The five Holidayworld stores will also revert.

MyTravel UK distribution and charter tour operations managing director Steve Endacott dismissed suggestions the move would heap more misery on the stricken company’s balance sheet. “It’s cheap to do this – we’ve got the old signage so it will only cost about £50,000 to £60,000,” he said. “We’re taking cheap solutions – it’s not the moment to rebrand at a cost of £4 million to £6 million.”

Although the move has been in the pipeline for some time, Endacott said he delayed the announcement until last week’s Going Places conference in Blackpool because he wanted to tell retail staff first.

“MyTravel is more than just a name to them. It means a refreshed programme in the shops, investment in uniforms, pay and rewards and new technology, all of which will go ahead,” he said.

“The most important part of the vertically integrated chain is our shop network and that’s where I want to concentrate our efforts.”

Endacott refused to say whether – or when – the MyTravel rebrand would eventually go ahead. “It’s deferred until we can afford to do it,” he added.

Some parts of the industry praised the move, but analysts questioned the future of the MyTravel brand.

One said: “It is clearly money wasted, and it may mean more cash needs to be spent on rebranding the aircraft and Internet site.”

A MyTravel spokeswoman responded: “We haven’t lost confidence in the brand. MyTravel Airways, MyTravel.com and MyTravelLite are all staying as they are.”