Hotelbeds axes Tourico, GTA brands as integration gets underway

Hotelbeds has unveiled a consolidated and refreshed identity as it combines operations under the Hotelbeds name, phasing out the GTA and Tourico Holidays brands that the company acquired last year.

Both Hotelbeds Group and its commercial bedbank brand, Hotelbeds, will both now be branded simply as Hotelbeds to underline the company’s core focus on the bedbank sector, following the sale earlier this year of its destination management division to TUI.

The refreshed Hotelbeds will reflect the core bedbank identity, while the group’s ancillary line will be named Beyond the Bed

The refreshed brand identity for Hotelbeds will be gradually introduced across all of its combined operations over the coming weeks and months, phasing out the GTA and Tourico Holidays brands.

The company has also renamed its ancillary product line, which Hotelbeds commercialises via its distribution channels, as Beyond the Bed. This includes the sourcing and distribution of transfers, activities, tickets, theme parks, car hire, travel insurance and specialist tours.

Joan Vilà, executive chairman, Hotelbeds, said: “The launch of a bold, refreshed identity for Hotelbeds under which we are combining the operations of Hotelbeds, GTA and Tourico Holidays, forms part of our clear strategy and roadmap to combine these top three leading players into one company and redefine the travel distribution landscape for the benefit of our partners.

“Much progress has already been made to integrate the three businesses at a commercial, operational and technological level, with cross-selling and technological solutions already in place,” he added.

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