Scenic Tours is changing and will now be known as Scenic. The rebrand comes after an extensive 12-month project when the name Scenic Tours was no longer perceived as an accurate description of the company’s extensive product offering.

The business, founded by Glen Moroney in 1986, has evolved from an Australian coach touring operator to a luxury global travel company and needed a name and positioning which better reflected the company’s existing focus and resonated more strongly with guests and agents.

Commenting on the rebrand, the company's chairman, Glen Moroney, said: “We started out as a very different company 29 years ago. Today, we’re globally recognised with a unique perspective on all-inclusive luxury travel. In addition, we’re also specialists in river cruising – and we’re able to use our travel know-how in ways that weren’t even possible just a few years ago.

“In that time we’ve come to define who we really are. We’ve also learnt so much about our business, and about how to improve our guests’ travel experience. Our offering is now much more tailored. And, above all, we now have a much clearer idea of our mission – to help our guests discover the incredible wonder in the many locations we visit.”

With the name change comes a new logo and a refreshed colour palette of black and gold. This has already started rolling out across parts of the business, from documentation to on board the European fleet of Scenic Space-Ships, which have been rebranded. These changes will continue over the next few months across website, brochures, press and TV advertising and events.

As well as a new-look brand, this year will also see the launch of two new Scenic Space-Ships, Scenic Jasper and Scenic Opal, which both feature new and enhanced on board facilities including a heated vitality pool on Scenic Jasper. A 13th ship, Scenic Amber, is currently under construction and is expected to make its inaugural sailing on Europe’s waters in 2016.

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