TRAVEL INDOCHINA DITCHES BRAND NAME
TRAVEL Indochina has dropped its 21-year name and logo and rebranded as Insider Journeys to “better reflect” its expanding destination portfolio which now extends to Japan, Bhutan and Sri Lanka. Explaining the shift to travelbulletin, managing director and co-founder Paul Hole said the company had come a long way over the past two decades, with the addition of new destinations meaning that the company’s brand name was no longer in line with its product offering. The company’s brochures were also in need of a refresh to more effectively communicate the company’s offering to the trade, he added. “The name Travel Indochina no longer described us geographically and didn’t describe what we do… We needed to lift ourselves to a place where we could communicate better with our audience,” he said. While initially reluctant to wave goodbye to the Travel Indochina brand which he created back in the early 90s, Hole said market research which indicated the brand’s relevance was lagging was an eye opener that paved the way forward for the new look. “There was so much recognition for the brand, but when we were confronted with the research we couldn’t hang on to the emotive side,” he said. Launching into Bhutan and Mongolia three years ago, Hole said bringing new product to market has been a strong focus for the company, adding that new destinations are “absolutely” on the company’s radar. However, he was tight lipped on further details, insisting that the company’s focus was currently invested in setting firm foundations for the new brand. “New destinations are absolutely part of our thinking but our focus is now on bedding down the core business. However, I can now say that we are no longer limited geographically,” he claimed. As to be expected from any rebrand, the company has rolled out new brochures and marketing material, including three FIT brochures which are now available. New to the 141-page Insider Journeys brochure are categories which list itineraries by type, including unique, local, special stays and taste. Keeping in line with the Travel Indochina of old, all tours are small group journeys tailored to the over 40s market, with a maximum of 16 passengers. Hole also stressed that all tours with one or more bookings are guaranteed to depart. “We have always done these things, but we haven’t been very good at communicating them,” he said. “The time is right to make this major change.”