In the coming weeks, the operator will roll out the refresh across a new-look magazine and brochures for 2024. Explore said the publications “embody” both the new brand identity and the “spirit of adventure”.

The company has reverted to its “Don’t just travel, Explore” strapline, which it said it felt encouraged customers to get “beneath the surface of your destination, away from the tourist crowds and closer to the people and places you find along the way”. 

Marketing director Jae Hopkins said it was time for a brand “rejuvenation” after 42 years of operations. 

“The time has come for Explore to undergo a rejuvenation, bringing our visual identity and tone of voice into closer alignment with the personalised, human-centred nature of our adventures," she said.

“As we wrap up the most successful year of sales in our history, unveiling our rejuvenated look is the perfect way to keep up the momentum.”

Hopkins added: “We’ve always prided ourselves on ‘doing the right thing’ at Explore, whether that’s by customers, by our staff and partners, or by the planet.

“We have a values statement we created as a team, and we’ve developed a raft of policies behind the scenes – from our Animal Protection Policy and Indigenous People Policy to an Ethical Purchasing Policy and Ethical Marketing Guidelines – to ensure that we’re consistent, and that we’re doing the right thing by all our people and our places.”

The company also revealed that 63% of its UK customers were repeat travellers.