Scandinavia specialist Taber Holidays has announced plans to launch a new sub-brand in the New Year – Scandinavia Only – in a bid to help agents better understand and sell its products.

From January 1, the operator will be moving its entire portfolio of tours to the new sub-brand and will introduce a freshly redesigned website at

While Taber Holidays will still exist as the company name, Scandinavia Only will become the face of its product and will create immediate identification with the destinations in which it specialises, bringing clarity to agents and their clients. The sub-brand will also have its own logo featuring a reindeer, synonymous with Scandinavia.

The company's managing director, Suzel Taber-Shaw, said: “By introducing Scandinavia Only we are aiming to make it easier for agents to promote our products to their clients. While some people may be wary of those companies they haven’t heard of, they tend not to be so wary of those with brand names geared directly towards their purchase requirements. We also think it will benefit newer agents who aren’t so familiar with the Taber brand.

“In addition, we have noticed more and more agents using social media; we wanted to help them by introducing a brand that worked better both visually and in terms of instant product identification –something we believe Scandinavia Only does well. While this refresh reflects better who we are, we want to reassure agents that nothing else has changed."

With a year-round programme, Scandinavia Only features breaks throughout Norway, Iceland, Sweden, Denmark, Finland, Greenland and The Faroe Islands.

A series of new tours are being introduced for 2017 including specialist activity, family and romantic breaks.

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