ITC Luxury Travel has unveiled a new name – the Inspiring Travel Company – reflecting the natural progression and growth of the Chester-based luxury tour operator.

While sister companies Western & Oriental, Rainbow Tours, Villa Select, Regent Holidays, ITC Sports Travel and Horse Racing Abroad will keep their established names, the parent company will now be known as ITC Travel Group.

In addition, product portfolios across the group will be grown in order to more firmly define the specialist area of each individual tour operator.

The company's CEO Jennifer Atkinson, said: “Since our founding in 1974, we have expanded considerably from our core product of ‘Caribbean beach holidays’, and while we will always remain experts in those glorious islands, we now offer clients a much wider choice.

“Today, the world is quite literally our clients’ oyster - from European city breaks to month-long Pacific cruises, a private jet to French Polynesia to a tailor-made Northern Lights tour in Lapland. We decided we needed a new name which would reflect the sheer variety of choice we offer, so we’re delighted to unveil the Inspiring Travel Company as the new name for ITC Luxury Travel.”

The new name follows a consultation process which included sourcing the opinions of key travel agent partners, stakeholders and customers for their insights into each brand. Inspiring Travel Company is born from the abbreviation ITC, which previously stood for International Travel Connections.

The company’s website will change to inspiringtravelcompany.co.uk, with traffic re-directed to that new address from the former site, itcluxurytravel.co.uk, and a new strapline – ‘Experts in the Extraordinary’ - is being employed group-wide to unify the sister companies.

As part of the next stage in its development, ITC Travel Group is taking the opportunity to expand the product portfolios of its tour operators in order to better define the distinct identity of each brand.

Atkinson said: “Our mission to strive for better and to keep our business forward-thinking in a world of fast-paced change is what has placed us as one of the UK’s leading luxury tour operators for more than four decades.

“I don’t believe there’s another travel business around that offers a programme as comprehensive as ours across both luxury beach and tailor-made travel and that our breadth of choice and experience makes us stand out to discerning travellers in a crowded market place.”

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