The update comes just a few weeks after the luxury tour operator announced a series of changes to its senior leadership team. 

Speaking exclusively to TTG, Group Managing Director Lisa Smith explained that ITC will streamline its focus into delivering high-value bookings through top-tier room categories, suites, and villas.

“We don’t sell bookings in volume compared to other operators, but we do have high value clients who tend to spend significantly above average value,” she said. 

“Subsequently there are few properties we have density in, however, we do sell the higher room categories, suites, residences, villas etc. So it wasn’t particularly about products not performing but rather us taking a different approach to maintaining our long tail of products. So, in terms of marketing, organisational effort, sales and training we’ll now focus on a smaller number of partners who are core to us.” 

Smith emphasised, however, that the decision will not restrict ITC’s product offering. 

“This doesn’t mean we won’t sell outside of our portfolio, it’s really about how we deepen our relationships and the value we create for our clients and partners.

Bolstering the product will entail a richer focus again on the suites and in resort villas, all with our key partners.”

As part of the wider restructure, Elite Travel Concierge and ITC Private Clients are combining to form ITC Elite, designed to bolster the group’s ultra-high-net-worth proposition. Clare Hines has been promoted to oversee the joint division.

“Elite Travel Concierge & ITC Private Clients combining into ITC Elite, as with the other brand changes, gives us the opportunity to even further increase the proposition and service for our high value clients through enhanced collaboration and combining two highly experienced skilled teams together under one leader,” Smith said. 

“We’re delighted Clare Hines has been promoted to take over the management of both of these talented teams, and really maximise this opportunity we have with our ITC clients and partners. Elite Travel Concierge has always served trade and there is no change here, all those relationships remain intact, and continue to be a really important part of the business.”