Business travel specialist Traveleads has unveiled its new identity as Ventur.

The change of name follows in-depth research which saw the TMC’s customers valuing its expertise, consultative service and relationships as the firm’s core offering.

The Leeds and Edinburgh based company has seen a business transformation to raise service standards to deliver a “premium, tailored” travel management experience.

Ventur specialises in travel for business, sport and group travel, with clients including the England and Wales Cricket Board, CarnaudMetalbox Engineering, British Swimming and ICR Integrity.

Ventur has also invested in acquisitions and technology to support its growth plans.

The company also unveiled the sponsorship of rugby union team Leeds Tykes.

Chief executive Paul Millington said: “It’s been a tough time for the travel industry as a whole, but we’re committed to showing up for our colleagues and travel partners alike.

“Thanks to our customer research, we know investing in our technology will help our team deliver even more powerful insight and the exceptional service our partners value; our promise is that customer-centricity remains the heartbeat of what we do.

“As part of Ventur’s journey, we’ve committed to creating a culture of success and are looking forward to taking our service further, whether that’s through increased automation or enhanced insight which add even more value to their travel programs.”

Head of marketing Hayley Collingswood added: “It was really important for us to undertake research with customers to understand existing perceptions of the brand and the core drivers of customer satisfaction.

“From that, we understood that our customers appreciate that partnering with us isn’t transactional; we don’t do things simply to get boxes ticked. Our consultative approach, decades worth of travel expertise, efficiency and accessibility were highly rated and the backbone of our partnerships.

“Working closely with our creative agency, Storm Brands, we unpicked our values, proposition and what makes us stand out in a sea of sameness; essentially we’ve created a new way to travel.

“With Ventur we’re able to take what we’ve learnt from our customer research and use it as a springboard to take what we do and how we do it to a new level.”