Ocean Holidays Group has unveiled new branding as it celebrates its 20th anniversary and targets increased growth in sales through travel agents.
The new brand logos for the group were revealed during a reception for trade partners held last week at the US Embassy in central London.
The refreshed brands include US villa and package specialist Ocean Florida and wholesaler Ocean Beds. The company also operates bespoke luxury holiday provider Winged Boots.
Speaking ahead of the event, co-chief executive Harry Hastings (pictured below left alongside co-founders) hailed agents’ performance during the peak booking period, with the company’s trade channel its best-performing so far this year.
He added the brand refresh was part of a process initiated during the pandemic which saw the company “look inside and out at its purpose and values”.
He said: “We haven’t done anything like this with the brands for 15 years, so it felt like the right time to do it as we celebrate our 20th anniversary and try to tell the story of who we are as a business now.”
Speaking at the event, he added: “For the last 20 years, we have prided ourselves on being a people-first organisation. Without the support of our staff, customers and business partners we wouldn’t be where we are today.
“This is a great moment to reflect on where we have come from and where we are going.”
Hastings said the trade currently accounts for 20% of sales, up from 10% prior to the pandemic, with traditional wholesale bookings through Ocean Beds now bolstered by package bookings through Ocean Florida.
He said: “We still see Ocean Florida as a direct-to-consumer brand, but we see the trade as an extension of our sales team.
“The response we have had from travel agents [since opening Ocean Florida to the trade] has been phenomenal and we are committed to continuing to offer the best support to grow that part of the business.”
Hastings said agents had particularly responded to Ocean Holidays’ commitment to swift responses, the expertise of its team and its ability to offer packages out of date range at guaranteed prices.