General sales manager Lee Hamilton has been promoted to managing director after eight years with the operator, while sales director Shubhra Halliday’s business development team will gain three new members.

Charlotte Sargeson joins with responsibility for agents in the north, and Denise Bridgeman the south. A third member of the team covering Prestige’s central region will be appointed later this month. All three will hit the road visiting agents, offering training and addressing any queries to help them sell more Prestige product.

Hamilton said Prestige would redouble its support for the trade. New agent incentives are being finalised, while Prestige will be upping its focus on trade social channels where there will be more competitions and trade-exclusive offers and deals.

"The past two years have been tumultuous but buoyed by the return of travel confidence, in my new role as managing director, I’m excited for the energised vision Prestige Travel will bring," said Hamilton.

"It’s a future that we could not have envisaged without the commitment of agents, who demonstrated steadfast support and patience throughout the pandemic. We want our business to grow and prosper and we’re confident that the investments we have made, together with the ongoing support of our trade partners, will provide us with the solid foundations to succeed in the new travel arena."

Prestige’s brand overhaul includes a new logo feature a modern font with a shall on a white, sea green or deep ocean background, and will be rolled out across all social media and promotional materials.

The Prestige website is also undergoing a major revamp to improve functionality. It will feature a dedicated agent hub for bookings, invoicing and making changes to holidays.

The operator will, meanwhile, refocus on tailor-made breaks, utilising its team’s specialist knowledge of destinations like Australia, New Zealand, Canada, Italy and Croatia.

It will also continue to offer traditional one- and two-week breaks from its portfolio of hotels spanning more than 20 destinations, with top-sellers – beyond the above – including the Canaries, Sicily and the Channel Islands.

A week-long stay at the Hotel Monte Cristo in Montenegro, departing 29 September, leads in from £539pp including return flights from Gatwick, private transfers and B&B accommodation.

’Modern and memorable’

Hamilton and Prestige have also pledged to further the operator’s sustainability credentials, with new initiatives "coming later this year".

“With new owners and more than 30 years selling holidays, we felt it was important to review both the look of Prestige and what it stood for," said Hamilton.

"Research by our branding agency identified the name Prestige Travel was a better fit for us moving forward, encapsulating more of what we do, as we look to grow the tailor-made and bespoke travel side of our business.

"It was important that we created a modern and memorable visual identity to support our new brand story.”