Worldchoice Heritage is being rolled-out in the last quarter of 2016 in advance of the Worldchoice name’s 40-year anniversary in 2017.

The brand will be available to longstanding Worldchoice members, offering them a newly designed ‘brand identity’ and marketing opportunities.

The group confirmed that 20 members have already signed up for the new branding, and it expects up to 100 to opt-in by the end of 2016.

Si Morris-Green, group marketing director, The Travel Network Group, said: “Worldchoice Heritage has been developed to mark the history, strength and value inherent in the Worldchoice brand and further unite our loyal and valued members who have been part of our group for many years.

“As well as supporting our members with lots of new marketing concepts, we will also be introducing specific workshops and seminar days to help them further leverage the Worldchoice Heritage brand in their local market.

“It will also offer members exclusive product offerings from business partners, branded with the new imagery and identity.”

Steve Riley, whose father founded Ashley Adams Travel in Driffield, Yorkshire, in 1969 and who has been a Worldchoice member since the brand’s inception, said: “My father was a founding member and it is a brand name that has truly stood the test of time.

“I am excited that The Travel Network Group is investing in the legacy of the brand.”

Morris-Green added: “We will be working with members who opt in to the new branding to showcase their local history and heritage in that town.

“The Worldchoice brand stands for so many qualities, from knowledge, loyalty and value to trust and choice.”