23 September 2009

Rebrand for luxury operator

Luxury tour operator Western & Oriental Travel is uniting the majority of its brands under the parent companyÃ¢â¬â¢s name.

It wants to consolidate the businesses after four years of acquiring a wide selection of operators.

Ã¢â¬ÅâœThere is now a need to simplify both the branding and brochure production,Ã¢â¬~ said a spokesman.

Each of the eight brochures will be branded W&O Travel and will be titled by their former names:

Ã~· Tropical Locations
Ã~· Villa Select
Ã~· Rainbow Tours
Ã~· Ski Dream
Ã~· Ultimate Mediterranean Experience
Ã~· Kids in the Med
Ã~· South American Experience
Ã~· Ranch America

The first re-styled brochure, W&O Travel: Ski Dream, is already out in the market and the rest are due to follow over the next two months.

A website, wandotravel.com, is currently under construction for a November launch date.

The only other operator that sells to trade which will remain a separate brand is Regent Holidays, which specialises in emerging markets such as North Korea.

Despite the economic downturn, W&O Travel claimed sales have held up well in 2009.

It said this was down to its strong relationship with the travel trade and suppliers.

Ã¢â¬ÅâœW&O Travel has found that their airline and hotel suppliers have provided exceptional pricing, which has allowed it to react quickly and provide exceptional value, particularly in the Caribbean and the Indian Ocean,Ã¢â¬~ said the spokesman.

By Bev Fearis