Travel Republic refresh after brand found to be ‘too safe and bland'

Rebrand is rebrand is rooted in company’s mission

Travel Republic has undergone a brand refresh after focus groups found it to be “too safe and bland”. 

The new brand identity goes beyond visuals, “signalling a renewed commitment to Travel Republic’s purpose and position in the market”. 

The rebrand is rooted in the company’s mission to make travel “simple, accessible and enjoyable for all,” a statement said.

Future plans involve a relaunch of the company’s app, the integration of an AI-powered chatbot for 24/7 assistance, speedier page loading across the site and enhanced map-based hotel search 

Improvements already introduced include a price calendar on hotel pages to help users find the best deals, new payment options, an improved destination search function, a flexible date search option and wishlist functionality to enable customers to save and revisit their holidays at any time.

The Emirates-owed dnata Travel Group OTA disclosed the changes after two years of gaining customer feedback.

Head of marketing Amanda Parker said: “One key insight was that our previous tone of voice wasn’t landing. Customers wanted communication that was clearer, more direct, and easier to digest - so we made that change.

“Ease and convenience are also key, with 48% of our customers saying these were the main reasons for booking package holidays with us, reaffirming our mission to make travel simple.

“At the same time, 39% chose hotel-only bookings, preferring to build their own holiday. That’s why our message now reflects both paths, curated packages for stress-free travel, and flexible options for those who like to plan their own way.

“Customers also often described us as reliable, great value, and easy to use. But focus groups found our previous branding felt too safe and bland. So we’re evolving to better reflect who we are, and what our customers value most.”

Managing director Henry Sunley added: “Customers told us what they wanted, and we’ve been working hard to bring them more of what matters. More choice, more savings, more flexibility, and more fun. Whether it’s bigger savings, smoother journeys or flexible payment plans, we’ve got it covered. And with smarter tech and expert travel support, we’ve got their backs.

“So, with all that good stuff happening, it only felt right to freshen things up and bring in a new look that truly reflects who we are. Fun, friendly, and seriously good at holidays.

“Because for us, it’s not just about where they go - it’s about making every step of the journey feel as good as the holiday itself.”