Travel Counsellors to unveil brand refresh early next year

Travel Counsellors has announced it is working on a brand refresh, which it hopes to unveil in full early next year.

The “evolution” of the brand was revealed by customer director Dave Callan at the homeworking agency’s annual conference at ACC Liverpool.

After sharing details of the new-look brand with about 1,000 conference delegates, Callan told Travel Weekly he is optimistic the project will “sharpen” the brand experience.

More: Travel Counsellors reports turnover of £800m in past year

“The business is bouncing back in a really strong way and the performance of the business is growing, which means it’s maturing at pace,” said Callan, who joined Travel Counsellors in April.

“We therefore recognise the opportunity to mature the brand and to sharpen our brand experience.”

Callan said this is “not a vanity project” for Travel Counsellors, but instead an opportunity to “realise value in the market and in the current business”.

He is hopeful the revamp can have a positive impact on both booking rates for current agents and recruitment.

“We believe that by doing a better job of telling everyone who we are and what we do, we can evoke more interest in value, which will convert customers in a more positive way,” he added.

“It’s going to drive better acquisition of new customers and clients into the business; in this current market recruitment of colleagues is something we need to be really clear on, and having a brand which better represents who we are is going to help that.”

The rebrand is likely to be unveiled in full early next year, said Callan, adding it will play a key role in the “ambitious targets” Travel Counsellors has set itself for 2023.

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