The tailor-made long-haul specialist, which is celebrating its 40th anniversary this year, plans to roll out the new branding across all of its channels from “late August”.

Travelbag partnered with creative agency Designate for the overhaul, focusing specifically on how the business could emphasise its reputation for expertise, reliability and value while “demystifying” long-haul travel and “making adventure accessible”.

A new “Out There Made Easy” mission statement aims to bind the company’s vision, recognising the company’s ambition to “pioneer long-haul travel for the people”.

“We looked around us and saw a sea of sameness,” said managing director Lesley Rollo. “Lots of travel brands, ourselves included, all virtually indistinguishable in terms of what they’re saying and how they’re saying it.

“Our customers told us our product mix is good and our pricing fair, but we weren’t exciting them. We knew that if we are to retain their loyalty, and grow, we need to look and sound completely different to what’s gone before, and what else is out there.

“We believe there is an opportunity for us to be a democratiser – the travel brand that takes what was exclusive and puts it within reach of the masses, simplifying the process and giving them the confidence to go further, try new things and experiment.”

Travelbag’s new-look website went live on Wednesday (28 August) and changes to the signage and decor at Travelbag’s eight shops across the UK will get under way shortly.

New brand creative will feature across all Travelbag advertising, social media and CRM activity from September 2019.