SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agent campaign

Thursday, 27 October 2016 11:00

Agents boo...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Air travel still remains one of the most exciting, awe inspiring and fascinating modes of transport for human beings. But the role of the airline is far greater than being a ‘mode of transport’, simply taking people across the oceans to far-flung places. Airlines, especially national carriers, are in fact symbols of their country of origin. They represent advancement, service, standards and culture. In a nutshell, they are physical manifestations of what a country wants to export to the rest of the world.


It goes back to Simon Anholt’s The Good Country Index, which measures what each country on earth contributes to the common good of humanity, and similarly what it takes away. It focuses on the premise that a country has to balance its duty to its citizens without forgetting its responsibility to the wider world. And much like any brand and corporate identity, airlines are the tangible embodiment of a country - its values and influence - with an ecosystem behind it, by which each part must work in perfect harmony to act as the perfect window into its country of origin.

We passengers see just the surface of airline branding, from the booking stage to the experiences we have when on board the aircraft, but it is often enough to shape our perceptions of the brand and the country it represents. However, there are so many variables out of the direct control of airlines, which become the point of public scrutiny and media attention, especially when something goes devastatingly wrong.

The most obvious and recent example is Malaysian Airlines, with the tragedies around flights MH17 and MH370. While the airline was already struggling with profits several years before the tragedies, the recent events, which were out of the control of the company itself, has led to Malaysian Airlines needing to take dramatic steps such as a brand overhaul including a name change, and alterations to the senior team if it is to turn the situation around.

While tragedy is one reason for an airline rebrand, it is by no means the only reason. Rebranding within the travel and tourism sector is actually quite common. Whether it be to renew perceptions of the brand or the country of origin or to overcome political issues, examples of rebrands outside of tragedy are plentiful. This month Ryanair announced that it would be introducing ‘Business Class’. Now we’re all familiar with Ryanair’s marketing strategy up until now – a budget airline that gets you from A to B with a ‘no frills’ service. Essentially you get what you pay for, which is absolutely fine for a strategy and brand image, as long as you’re honest about it. After all, ‘It Does What It Says On The Tin’ type of brand is what many customers are after. Easyjet is another airline brand that follows this strategy.

Now while the introduction of business class is not a rebrand as such, it is certainly a big indication that the brand is looking to change consumers’ perception of it as a ‘low budget’ airline into something more luxury. It’s clear that Ryanair is trying to appeal to a different audience altogether, and with that we are likely to see more examples of a brand overhaul from them in the future.

The Mexico Tourism Board is another great example of a travel brand that has experienced a rebrand. In 2010 its new branding challenged consumers on what they thought they knew about Mexico, because up until then it was only known for its beaches and the cartel.

As well as rebrands, there are launches in this sector, all of which have gone under the branding process. For example, Brand Union and Ray + Keshavan recently unveiled the branding for Vistara – an Indian airline launched by Tata Singapore Airlines Ltd (a joint venture between the Tata Sons and Singapore Airlines). R+K and Brand Union developed the strategy, name and brand experience for the full-service airline. The root of the brand’s name lies in the Sanskrit meaning for ‘infinite expanse’, and the aim was to create an Indian brand that would dominate global skies.

There are many reasons for rebranding, but regardless of the reasoning, building or re-building the ideal travel/tourism brand is not a mean feat, requiring global appeal and representing an entire nation. It cannot be a simple logo and or name change, because that alone is not a rebrand. In order to build a successful airline/travel brand companies need to begin by knowing the customer journey from the entire experience. This is from the moment the consumer considers booking, to the pre-flight, in-flight and post-flight experience, care and attention. Companies need to have an extremely strong understanding of the desired brand message, and how to convey it through the various touchpoints like staff, the website, app and other technology as well as the environment on board the aircraft. Travel brands looking to make a real difference should try and change the ‘conventions’ of airline travel, which could ultimately surprise and delight customers.

Arguably, when a tragedy is associated with a rebrand, especially one as massive as Malaysian Airlines, recreating brand perception may be tougher, perhaps to the point of impossible. But for those with fewer obstacles to overcome, a successful airline/travel rebrand can produce brilliant results on a global scale. A key piece of advice for travel brands would be to think ‘people’ not ‘passenger’, which will help to shift the mindset from transient relationships to relationships, which are loyal and span a lifetime.

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