New look, new logos and new design for Classic Collection Holidays’ brands

Classic Collection Holidays has unveiled a brand refresh for the first time since 1988.  From 01 November 2022 Classic Collection Holidays becomes the parent company to two brands: Classic Collection and Classic Package Holidays. The operator has revealed new brand identities including fresh logos and creative directions for both its tour operations. 

Classic Collection has been given a bold new look to resonate with its affluent target demographic and to stand out in the tailor-made luxury holiday marketplace.  Sibling brand Classic Package Holidays has also been updated to reflect it’s more playful, lower-price-point proposition.

Speaking at the launch of the company’s re-brand, Oliver Garner, CEO, Classic Collection Holidays commented, ‘Over the last four years we’ve maintained our investment in existing key destinations, whilst continually adding new ones. For Classic Collection, we have been focussed on product differentiation and more complex product to increase market share.  We’ve added more long-haul destinations, private and escorted tours, safaris, and boutique hotel properties.  Complex multi-centre holiday itineraries now comprise a significant percentage of Classic Collection sales. Agent-only Classic Package Holidays has seen considerable investment in technology, resources to support the travel trade and new destinations and hotel product. As one of the UK’s leading business-to-business holiday retailers we need to sell strongly differentiated brands which cover the different price points of the UK package holiday market.’ 

‘We're delighted that our new Classic Collection look has landed; an understated, elegant style that's reflective of our premium holiday products and personalised service. Our strong service ethic and personalised approach remains highly relevant to the discerning traveller, and our heritage is something we value.  However, our visual identity needed a recalibration so that the high quality hotels and high-end travel experience we provide is clear in our brand communications across all platforms.’

Classic Collection’s new branding will be seen for the first time at the launch of the operator’s all new Indian Ocean & Arabia brochure.

Garner continued, ‘Since its launch in March 2019, Classic Package Holidays has been available exclusively through our nationwide network of travel agency partners. It offers a huge choice of airports, airlines and more than three thousand three to five star hotels at very accessible price points. This brand has also been updated to reflect it’s more playful agent-only, budget-conscious proposition.’

Garner concluded, ‘Our main aim was to ensure Classic Collection Holidays’ two brands have an impactful presence across all communication channels, including traditional media marketing materials as well as video and online content. For both our brands it’s a new logo, a new look and a new design language but the same trusted travel expertise with which we have been serving our travel agent partners since Classic Collection Holidays started in 1988. Our new brands are the secure foundation upon which we can build our future success and fulfil our full potential.’