Rebranding can be a good way for travel companies to stay relevant, differentiate from competitors and attract new customers.
But, one of the biggest challenges in a rebrand is ensuring that loyal clients, who have grown attached to your brand, remain engaged and continue to trust your services.
When undertaken without a clear brand strategy, rebranding can confuse or even drive away your most valuable customers.
Find your “why”
Before diving into logo redesigns and new colour palettes, it's important to understand why you're rebranding. Is your current brand outdated and failing to resonate with your target audience? Have you merged with or acquired another company? Are you expanding into new markets or targeting a different demographic?
Clearly defining your objectives will guide each step of the rebranding process and ensure that the changes you make are strategic and purposeful.
Create your rebranding strategy
Now that you’ve established why your company should undergo a rebrand, conduct a thorough brand audit to understand how your current brand is perceived and what needs improvement. This includes gathering insights from customers, analysing competitor positioning, and identifying market trends that could shape your new brand identity.
Ask yourself what elements of our current brand resonate most with our customers? How will the new brand enhance the customer experience?
A data-driven approach ensures that your rebrand is purposeful and retains the essence of what customers love about your company.
Keep your core brand values intact
Travellers develop a strong emotional connection with brands that deliver consistent experiences. If your company is known for personalised service, adventure-focused itineraries, or eco-friendly travel, those core values should remain front and centre in your rebranding efforts.
A rebrand should never feel like an abandonment of your brand’s mission—just a refreshed way of delivering on it.
Remember that the human touch is still what matters, especially in the travel industry. Personalised communication, exceptional customer service, and genuine engagement are essential for building and maintaining strong client relationships. Ensure that your rebranding strategy enhances, rather than detracts from, these human elements.
Communicate transparently and early
Transparency and honesty are key when rebranding. Don't surprise your clients with a completely new look and feel overnight. Instead, communicate your rebranding plans early and often.
Explain the reasons behind the change, emphasising how it will ultimately benefit them. Frame the rebranding as an evolution, highlighting the aspects of your company that will remain the same. Use multiple channels to reach your clients – email newsletters, social media posts, blog articles, and even personalised messages for your most loyal customers.
Involve your customers in the process (where appropriate)
To show your loyalty, consider involving your clients in certain aspects of the rebranding process.
You could conduct surveys to gather feedback on your current brand and their preferences for the future. You could also share sneak peeks of potential logo designs or messaging options and ask for their input. This not only provides valuable insights but also makes your clients feel valued and invested in the process.
However, be careful not to overwhelm them with too many choices or create a sense of "design by committee," which can dilute your brand vision.
Maintain consistency
Travellers interact with brands across multiple platforms—websites, booking portals, social media, email, and even printed materials. A poorly executed rebrand can result in inconsistencies, leading to customer confusion and loss of trust. Ensure that your new brand identity is seamlessly integrated across all customer touchpoints.
When every aspect of your business reflects the new brand in a unified way, customers experience a smooth and professional transition.
Use storytelling to reinforce the new brand
Travel is all about stories: adventurers discovering new destinations, families creating cherished memories, and explorers embracing different cultures. Your rebrand should reflect that same spirit of storytelling. Instead of simply announcing, “We’ve rebranded,” bring your audience along for the journey by sharing the inspiration behind the rebrand.
By framing your rebrand as an evolving travel story, you invite customers to embark on the next chapter with you, strengthening emotional connections and building trust in your new identity.
Reward customer loyalty after your rebrand
A rebrand is the perfect opportunity to show appreciation for your loyal clients and reassure them that they remain at the heart of your business. Offering special perks can help strengthen their connection to your brand and make the transition feel exciting rather than uncertain.
Consider exclusive travel discounts for returning customers, giving them an incentive to experience your refreshed brand firsthand. Personalised invitations to launch events or webinars can also create a sense of exclusivity, allowing them to engage with your new identity in a meaningful way.
Additionally, upgrading loyalty program benefits, whether through bonus points, status bumps, or added perks, can reinforce their value to your company. When customers feel recognized and rewarded during a transition, they are far more likely to remain engaged, supportive, and eager to continue their journey with your brand.
Measure and adapt
Rebranding might not be a one-time event. It is an ongoing process. Once you've launched your new brand, track its performance and gather feedback from your clients.
Monitor key metrics such as website traffic, social media engagement, and customer satisfaction. Be prepared to adapt your strategy based on the data you collect and the feedback you receive.
Final thoughts
Rebranding your travel company can be a challenging but ultimately rewarding endeavour. By understanding your "why," communicating transparently, emphasising continuity, and focusing on the benefits for your clients, you can revitalize your brand without alienating the loyal customers who have been with you on your journey.
Remember, rebranding is not just about changing your logo, it's about evolving your brand to better serve your clients and position your company for future success in the dynamic world of travel.
Concerned about alienating clients during a rebrand? Let Boost Brand’s experience work for you. Get in touch to discuss a tailored rebranding strategy.
