Inghams’ recent rebranding has successfully expanded its market reach, particularly attracting younger audiences.
- The rebranding introduced new logos, websites, and imagery across ski, summer, and Lapland programmes.
- A significant focus was placed on the Walking brand, enhancing its appeal to outdoor enthusiasts.
- The changes have capitalised on a ‘renaissance’ of walking holidays since the Covid pandemic.
- Inntravel, another Hotelplan UK brand, is expanding trade sales, offering opportunities for travel agents.
Inghams’ comprehensive rebranding initiative, implemented last spring, has markedly broadened the company’s market share by appealing to a more diverse clientele, especially younger travellers. This transformation encompassed a complete overhaul of its visual identity, including fresh logos and websites for its ski, summer, and Lapland programmes. The introduction of the Walking brand is particularly noteworthy, as it targets outdoor enthusiasts seeking unique experiences.
Joe Ponte, chief executive of Hotelplan UK, emphasised that the rebranding was not merely cosmetic. “It was a fundamental deep review of our offerings to make sure that they can really connect and talk to each other,” he affirmed. This strategic move aims to leverage the growing interest in walking holidays, which gained popularity during the Covid lockdowns.
The revamped walking holidays are primarily based in a few select locations, offering guided walks that provide a deep, tactile connection to the destination. Ponte shared his personal experience from Austria, noting, “It’s a fantastic holiday with great walking options, but you don’t have to walk every day.” This flexibility is part of Inghams’ appeal, drawing in families and leisure travellers alike.
Hotelplan UK is also enhancing trade sales for its Inntravel brand, which offers walking trips featuring stays in small, family-run hotels. This product includes luggage transportation services, appealing greatly to travel agents aiming to provide unique and hassle-free experiences for their clients. Initial partnerships are on the horizon, with plans to expand further among agents who resonate well with the product.
The rebranding is seen as a pivotal strategy for growing Inghams’ customer base. By offering innovative holiday experiences that emphasise authentic engagement with destinations, Inghams is positioned to thrive in the evolving travel market. Ponte’s remarks about the ‘renaissance’ of walking as a means of truly experiencing, rather than just observing, destinations underline this forward-thinking approach.
Inghams’ rebranding is a strategic success, significantly diversifying its market reach and appeal.
