Rebranding to reflect expertise of ‘insider experiences’ within Small Group Journeys
After 21 years, Asia travel specialist Travel Indochina is rebranding to Insider Journeys, effective 2nd February 2015.
Managing Director and Co-Founder, Paul Hole, says the change better reflects the philosophy and core focus of the company, and taps into the romance of travel.
“Over the past decade, we have expanded well beyond the Indochina region to cover much more of Asia including Japan, Thailand, China, India, Sri Lanka, Bhutan and Myanmar (Burma), and we have been conflicted over changing our name, from our current brand which reflects our heritage, to something that better articulates what we now deliver for travelers,” explains Hole.
“With 21 years of history and experience in Asia, we now feel we’ve ‘come of age’ and the time is right to make this major change that captures the notion of richer, more intimate travel experiences in the style of travel we offer.
“Insider Journeys illustrates our ‘Insider’ knowledge and insights into the communities we visit and the depth of experience and understanding we share with our travelers. The ‘Journeys’ component clearly explains our core focus within the business of delivering upscale, experiential ‘small group tours’ (each with a maximum of 16 travelers).
“This is supported by the line “Imagine the stories”, recognizing that travel is as much about the memories and sharing the stories afterwards as it is about the experiences along the way.
According to Mark Yacker, the company’s Director in North America, the change will be reflected across all aspects of the brand, including a refreshed consumer website to be launched February 2, 2015 and newly branded brochures that bring the brand to life through the use of rich texture, evocative wording and photos to better inspire and assist travelers in choosing the best journey for them.
“Rebranding is a huge step for any company, especially one as established as we are in particular markets,” says Yacker.
“The change is not something we have taken lightly; it has been underpinned by a very rigorous and deliberate strategic process over the past 18 months, including extensive consumer research and working closely with our creative agency for many months, to arrive at where we are today.