Ark Travel Group gives more power to its travel brands, unveils new brand identity
The ARK Travel Group (ATG), one of India’s leading B2B cruise and luxury resort consolidators, has unveiled its new corporate brand identity. This shift occurs at a critical juncture in the company’s evolution of service offerings and ambitious worldwide
The new brand identity and design system were developed to unfold and adapt as ATG’s five pillars – Compassion, Competence, Commitment, Cooperation, and Celebration – continue to grow. The rich colour spectrum of the core unit depicts their curiosity and the diversity and infinite range of possibilities.
“With this growth and expansion, it was imperative to create a unified messaging of ATG and guide the synergies of its subbrands. The objective was to create a common story between distinct identities yet reinforce the mother brand’s consistency across all touchpoints for all the group brands,” said Kishan Biyani, Managing Director, ATG.
Designed to work effortlessly across digital and physical channels, the new logo echoes a feeling of inspiration. The brand unit is a blend of the various facets of colours, each representing the various lines of business in the ARK Group and showcasing the various emotions that the brand would like to evoke with its range of services.
Each of ATG’s brands brings with it endless possibilities that are ever-evolving. To make ATG stand out in the travel space, the bold, colourful identity was designed to match its dynamic vision. The core symbolism of the
earlier ARK Travels logo has been retained for continuity.
ATG has four verticals- Ark Cruises, Ark Rep, Ark Journeys, and Ark Tech. As India’s largest cruise seller in India, ARKCruises is a prominent seller for top cruise brands across the globe. Khalid Gori leads ARKCruises. As a founding team member, he has been instrumental in creating the agent network and developing the cruise business from scratch.
ARKJourneys is headed by Anju Tandon, a veteran in the travel business. To help unlock the world’s unique stories and secrets,
ARKJourneys offers rare, authentic, and diverse experiences that are often spiritual, sensual, mysterious, royal, and luxurious. Anju is a master of destinations and has been creating custom-curated travel plans for years.
Anjum Lokhandwala was earlier the Founder of Outbound Konnections, which ATG acquired in 2020. ARKRep is now headed by Anjum Lokhandwala. In her current role, she is responsible for the representation business.
ARKTech is led by Prasad Bhinge. ARKTech, powered by Deckpro, has more than 15,000 registered travel agents and continues to be a leading platform for cruise booking.
Speaking about their immediate focus after the rebranding, Khalid Gori, COO, ArkCruises, says, “The immediate focus of Ark Cruises is to rebuild the confidence of our travel partners about cruising as the safest as ever with cruise companies taking utmost care by implementing various procedures for safe cruising. We have planned a pan India presentation along with our principals to update our partners of all the protocols and new itineraries which can be promoted and booked
on our online booking platform www.deckpro.in.”
On the same, Anju Tandon, CEO, ARKJourneys, shares, “Currently, we represent two brands under ArkJourneys:
Club Med and Europamundo Vacations. So, my focus for 2022 will
be to create awareness and numbers on these products. We are doing road shows and conducting online training for our retail partners. And I am glad to share that it is resulting in firm business. Our ultimate aim is to create a Win-Win for all my channel partners since they both put their trust in the Ark brand. Our retail travel partners should get a quality product and, my principals, the desired growth in numbers.”
“ArkRep’s focus for 2022 will be New Travel Products. We have seen a rise in demand for unexplored destinations and new experiences. People are more open to spending 10 per cent to 20 per cent extra for premium experiences. There is no doubt that the future is extremely bright; it is time for the Indian traveller to get out of the shadows of the pandemic and enjoy the blue skies and sunshine,” mentions Anjum Lokhandwala, Founder and Director, ARKRep.
On his part, Prasad Bhinge, VP Operations, ArkCruises, says, “As ARKTech is powered by Deckpro, our first focus will be to make sure that factual and updated information reaches our travel partners and increase the maximum number of international cruise travellers. Also, Deckpro will empower a greater number of users by providing the solution for every aspect of cruising, be it ocean, river, expedition, or yachts. We want to reach every corner of the planet and grow tourism along with the travel partners.”