NEWS CONFERENCE REPORT


Global Travel Group Conference: The group’s 25th anniversary event encouraged members to ‘Ignite’ their businesses. Ben Ireland reports from Universal Orlando Resort, Florida


Mr Motivator: ‘Value health over wealth’


‘Ignite’: Members had VIP access to Universal’s Harry Potter-themed Diagon Alley


Global rebrand reflects a ‘unified and modern brand’


An “adaptable” new-look logo for Global Travel Group has been designed to help the consortium’s 350 members adapt it to suit their needs.


The rebrand comes as Global


celebrates its 25th year, and sales growth of nearly 20%. The refreshed look includes a ‘G’ logo and a palette of colours for members to pick from. Managing director Andy Stark said the rebrand was designed to “future-proof” the consortium. “It’s adaptable and members can use it whichever way they want. It


“The logo is adaptable and members can use it whichever way they want”


shows the strength and security of the Global Travel Group and will make us more recognisable in the industry.”


Agents will receive a toolkit on


how to use the new branding on customer-facing communications, with the logo and typography


available for use on websites, business cards, letterheads and quotes, as well as marketing. Ann Jones, owner of Teithiau


Menai Travel, said the logo could “be used in the right colour to match the front of my shop” and Jane Williamson, of Travel Box Holidays, said she could use rainbow colours to show her agency’s support for Durham Pride. TravelGate’s Melanie O’Boyle said Global’s former logo had “needed a refresh” and the new one could be used to supplement her agency’s own brand. Sulimen Patel, of Freedom 2


Travel, said it could be used as a stamp of approval “to show customers we are not going to run away with their money”. Global commercial director


Andy Stark, Global Travel Group


Cherie Richards said the rebrand was part of an “incredible investment” over the last 12-18 months that “included ensuring our branding best represented the company we are today”. She added aing a unified, modern brand presents the business as forward-thinking.”


14travelweekly.co.uk6 December 2018


Global targets ex-multiple bosses


Global has seen a flurry of managers of multiples joining the consortium in the last two years and sees them as ideal new members. Managing director Andy


Stark said experienced agents who wanted to go it alone were increasingly turning to the group. “In the last two years


we’ve looked towards travel professionals who are out there,” said Stark. “We are not being bullish and trying to take agents from other consortia, but we are out there raising awareness. “There are some companies


that are closing high street premises. That leaves experienced agents out of work. We have a responsibility to keep them in work and keep them active. We can give them the platform to start their own businesses if they’re ready.” He added: “There are lots of managers who want to own their own business. There are lots of opportunities, when multiples are closing shops, and we should be keeping them in the world of travel.”


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