Elegant Resorts has said it will ensure “agents feel closer to us than ever before” in 2025 after unveiling its rebranded image.
The Chester-based luxury operator launched its “In the Detail” campaign in December, as part of its mission to reinforce its status as an elite travel provider.
The rebrand has seen a revamp of Elegant Resorts’ entire site; its cream and yellow colour theme has been swapped for deep purple, mandarin and gold, and its language has been refined to reflect its premium service. It has also added a number of enhancements to its imagery, including “lines of focus” which draw the eye to specific points on the graphic.
“After nearly three decades in business, we wanted to reinforce the message that you’re not just transacting a holiday with us,” Lisa Fitzell, managing director of Elegant Resorts, told TTG Luxury. “There is a real difference between booking with a pure luxury operator versus a mainstream operator. We needed to get that across.”
The new campaign is the product of six months of market research, she said, including using an external company to run focus groups with staff, suppliers, agents, customers and press. The results revealed key findings about Elegant Resorts’ clientele, which helped shape the focus of the campaign.
“There is a real difference between booking with a pure luxury operator versus a mainstream operator”
“We found that our customers travel about six times a year and they want to be wowed beyond expectations,” Fitzell said. “They also want to relax, see flawless attention to detail, and have access to expertise.”
Elegant Resorts is keen to impress this message upon its agent partners, who drive an essential portion of its sales.
The operator currently has four unique educationals in the pipeline, which national account manager Katie Daniels added will give advisors “the chance to explore destinations the Elegant Resorts way.”
Each fam trip will also have a CSR initiative, driven by Elegant’s Corporate Social Responsibility (CSR) Ambassadors.
As well as fam trips, Daniels said agents have access to an enhanced asset bank of materials – including brochures and videos – to help book with Elegant Resorts.
The operator will also open its offices to host travel agents at events throughout the year, while continuing to roll out its new loyalty initiative for its highest performing agents.
