Trade sadness as Belleair bows out Harry Kemble
The trade expressed sadness this week over the closure of “attentive” and “wonderful” tour operator Belleair Holidays after its owners decided to “call it a day”. The 40-year-old company
posted a statement on the websites of Belleair Holidays and sister brands Chevron and Malta Direct announcing it was ceasing trading. It is understood co-owners Nigel
Borg Cardona and Steve Spiteri have chosen to retire. They started the business as a
Malta specialist before expanding the portfolio to destinations across the Mediterranean and Asia. Borg Cardona said: “After 40 years
we have decided to close. Everything is against small operators, and we felt it was not worth continuing. “We are both well into our 60s –
it is time to call it a day. We do not have anyone to pass it on to.” He confirmed “very few”
passengers were overseas as the operator had stopped selling winter holidays “some time ago”. Agents said they were saddened
by the news. Arline Sloan, whose business Halstead Travel is part of The Travel Network Group’s Independent Travel Experts homeworking division, said: “It’s such a shame. They were such a wonderful company. “I went on an educational
with Belleair Holidays in 2018.
Classic modernises brands with ‘bold’ and ‘playful’ logos
Josie Klein
Classic Collection Holidays has unveiled new logos as part of a brand refresh designed to show the “creative directions” of Classic Collection and Classic Packages. The company said it had given its
Classic Collection brand a “bold new look” to resonate with its affluent target demographic, while the new Classic Packages logo reflected the brand’s more “playful, lower price point proposition”. Chief executive Oliver Garner
told Travel Weekly the brand refresh – its first since 1988 – was the “final
6 3 NOVEMBER 2022
piece in the modernisation jigsaw” for the operator, which has seen it launch an online booking system and revamp its Worthing offices this year. The company held a launch event
at the Belmond Cadogan hotel in London on Tuesday to celebrate the unveiling of the new branding. “The way in which the logo
was set up for Classic Collection historically didn’t transpose to all formats and didn’t necessarily represent who we are as a brand, so it’s about updating and refreshing for the future,” Garner said. “We’ve also got Classic Packages, which was launched in 2019. We
wanted to build a statement brand that can sit alongside Classic Collection and complement it, but can also be distinct from it. “Our main aim was to ensure
the two brands have an impactful presence across all communication channels, including traditional media marketing materials, as well as video and online content.” Sales and marketing director
Si Morris-Green said: “The new designs definitely elevate the proposition we’ve got. It’s all about evolution and modernising and it’s
critical we keep up with the times. “As a team, we have been through
the toughest times in the last two years, but we are now staring down what we hope will be the first normal trading year in a long time and to do that with our updated branding is very exciting.” Garner added: “Reaching a new
agent base is a key drive for us in the year going forward. “For the next 12 months and
beyond it’s about delivering the business and ensuring we maximise on our high level of exposure.”
travelweekly.co.uk It’s such a shame.
They were a wonderful company and always really attentive when you called them
The way they led everything was absolutely wonderful. I sold around 10 holidays off the back of that. “When you made a call to them
they were always really attentive.” Maggie Bush, an Aylesbury-
based homeworker with Travel Counsellors, said Belleair had given her parents free accommodation in Malta when they celebrated their 25th wedding anniversary.
“We did a lot of bookings with
them [at Pickfords Travel] and I told them our parents were going to Malta for their wedding anniversary and they asked if there was anything they could do,” she said. Tolene van der Merwe, Malta
Tourism Authority UK & Ireland director, said: “They are two guys who have sold Malta for decades. “It’s time for them to enjoy the
garden. They should be proud of everything they achieved.” The CAA website showed
Crownshield Travel, which traded under the names of Belleair, Belleair Cruises, Chevron Air Holidays, Chevron Cruises and Malta Direct,
had an Atol to carry 1,500 passengers. i Get Social, page 37
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