Western & Oriental Travel’s tailor-made and experiential tours are being brought under sister operator Inspiring Travel Company’s brand.
The move aims to strengthen the company’s position as a leading provider of both luxury beach and tailor-made, multi-centre holidays.
It comes as the latest development in ITC Travel Group’s brand strategy, which started in 2016 with the acquisition of Western & Oriental Travel.
The integration comes into effect from today (Thursday) with the Western & Oriental website redirecting users to ITC’s website.
All communications to Western & Oriental customers, suppliers and agents will also begin using the Inspiring Travel Company name.
With full staff retention, agents and clients will continue to liaise with destination specialists who bring a wealth of expertise and personal insight, according to the company.
Jennifer Atkinson, who has stepped up from the position of CEO to the role of chairman at ITC Travel Group, said: “The merging of Western & Oriental with Inspiring Travel Company will bring an extraordinary level of choice for our clients, offering our broadest ever selection of holidays under one banner and really setting us apart from the crowd.”
Newly-appointed chief executive Mal Barritt, who joined the business from Destinology last September as chief operating officer, is jointly leading the merger with Atkinson.
He said: “It’s an exciting time for me to be taking the helm at ITC as we further strengthen our range of product and continue to invest in and grow our exceptional teams in Chester, London and beyond.
“Tailor-made travel has been one of our strongest growth sectors in recent years and as the trend for the experiential increases and concepts of ‘luxury’ and ‘adventure’ cease to be mutually exclusive, it’s a logical next step for us to present our clients with an increased range of holiday options under our flagship Inspiring Travel Company brand.”
The newly-expanded Inspiring Travel Company will continue to offer high-end resorts and exclusive travel in regions such as the Caribbean, Europe and the Indian Ocean.
The integration of Western & Oriental brings in specialist knowledge of tailor-made travel to destinations like India, the US and the Far East.
Recently introduced destinations such as Latin America, Canada and the Philippines will continue to be developed.
Programmes to new areas including Japan, Australia, New Zealand and the South Pacific are to be introduced over the coming year.
The Inspiring Travel Company brand also offers cruise, ski and more bespoke requirements such as private jet travel.
Product available through Inspiring Travel Company will increase substantially through the brand integration. The number of featured hotels will increase almost 200% to more than 1,500 while clients looking for villas will see their options increase by a similar proportion.
Inspiring Travel Company clients will also be offered almost 300 tailor-made touring and multi-centre itineraries for the first time.
Atkinson said: “We have years of experience in both the luxury beach and tailor-made travel sectors, and combining this expertise into one brand gives us a unique position in the market.
“Clients can now contact our super-talented and experienced team of destination experts whether they’re after an exclusive getaway to a private Caribbean island, a cultural journey around India, a resort in Greece with exceptional childcare or a cowboy experience on an American ranch. Inspiring Travel Company will present clients with a broader choice than ever before, truly living up to its name.
“What’s more, we remain totally committed to delivering our renowned hallmark of personalised, bespoke service for every client; meaning clients will enjoy an entirely custom-made travel experience wherever in the world inspires them.”