The Traveler Made luxury travel agency network is being repositioned and plans to relaunch itself under the Serandipians name.
According to Quentin Desurmont, CEO of Traveler Made, the new name is inspired by the concept of serendipity.
“We believe in serendipity, and believers in serendipity are ‘Serandipians’,” Desurmont said.
The name change is also designed to further enhance the network’s high-end positioning, mimicking the branding strategies used by companies selling high-end fashion, jewelry, wine and other luxury consumer goods. .
“We really worked on the brand’s storytelling, and the emotion is very important,” Desurmont said. “[Travelers] want more. They want to dream. “
The rebranding comes as Traveler Made continues to grow, even during the pandemic. Launched in Europe in 2013 with 47 agencies, the group now has a total of 470 member agencies in 70 countries. Fifty members joined last year.
Today, only around 40% of the network’s members are based in Europe.
“We are recruiting more agencies outside of Europe, so we now have 100 in the Americas (40 in North America) as well as agencies in Russia, India, the Middle East and China,” Desurmont said. .
Meanwhile, Desurmont has stated that although the network and its agency members adopt the Serandipians name, the Traveler Made brand will live on, serving as the “umbrella brand” under which Serandipians and all potential future offshoots will exist.
As part of the rebranding transition, Serandipians member agencies will receive updated logos and other resources, including a 30-second video that can be shared via social media.