The move is based on trade feedback, general manager Matthew Rushbrooke said. “There was strong awareness of the brand, with many agents still using the name,” he said.
He added it was also driven by strong growth in family holidays generally to Europe this year, such as Spain family holidays up by 35%, Greece family holidays up by 30% and Portugal up 15%.
Kids in the Med will be released at the end of the year as a standalone brochure, numbering around 50 pages and focused on the “best European holidays for kids of all ages” Rushbrooke said.
“We want to cement ourselves as a family-friendly brand with both luxury and affordable luxury holidays. As well as highlighting W&O product, the brochure will also bring in some of ITC Luxury Travel’s family product; it will also remind the trade that we are now sister companies,” Rushbrooke said.
ITC bought Western & Oriental and its sister brands (Villa Select, Rainbow Holidays and Regent Holidays) earlier this year for an undisclosed sum. W&O is also bringing back its Ranch America brand.
Rushbrooke said: “Our US programme is up 20% year on year with more demand for self-drives including ranch stays. We have therefore decided to have a dedicated 65-page brochure focusing on this product.”
All W&O brands are also to be showcased in a brochure for agents, The Portfolio, which will be out in mid-October. The group will also be hosting 15 fam trips in 2016, which focus on showcasing the ITC, W&O, Regent and Villa Select brands to travel agents.
“We also see huge potential for a brand like Rainbow Tours. We have specialist knowledge in countries such as Madagascar, Ethiopia, Rwanda, Uganda, Peru, Galapagos, Antarctica and Falkland Islands, which the trade might be less familiar with,” he said.
W&O is also relaunching its website, ready for WTM.
