Elegant Resorts shares plans for agent fam trips after brand makeover

14 Jan 2025by Emma Dooney

The luxury travel operator says it has fam trips “in the pipeline” as its embarks on its next chapter.

Emma Dooney

Luxury Travel Reporter

Emma Dooney

Luxury Travel Reporter

Elegant Resorts' Lisa Fitzrell and Katie Daniels are keen to support agents as part of their rebrand

Elegant Resorts says it will ensure “agents feel closer to us than ever before” in 2025 after unveiling its rebranded image last month.

The Chester-based luxury operator launched its “In the Detail” campaign in December, as part of its mission to reinforce its status as an elite travel provider.

The rebrand has seen a revamp of Elegant Resorts’ entire site; its cream and yellow colour theme has been swapped for deep purple, mandarin and gold, and its language has been refined to reflect its premium service. It has also added a number of enhancements to its imagery, including “lines of focus” which draw the eye to specific points on the graphic.

Classic serif typeface is now used as the standard font throughout all marketing materials, which it says further highlights its sophisticated identity.

Before and after; the left brochure shows Elegant Resorts' old design, and the right shows the updated look

“After nearly three decades in business, we wanted to reinforce the message that you’re not just transacting a holiday with us,” Lisa Fitzrell, managing director at Elegant Resorts, told TTG Luxury. “There is a real difference between booking with a pure luxury operator versus a mainstream operator. We needed to get that across.”

The new campaign is the product of six months of market research, including using an external company to run focus groups with staff, suppliers, agents, customers and press. The results revealed key findings about Elegant Resorts’ clientele, which have helped shape the focus of the campaign.

“There is a real difference between booking with a pure luxury operator versus a mainstream operator”

“We found that our customers travel about six times a year and they want to be wowed beyond expectations,” Fitzrell said. “They also want to relax, see flawless attention to detail, and have access to expertise.”

Elegant Resorts is keen to impress this message upon its agent partners, who drive an essential portion of its sales. It currently has four unique fam trips in the pipeline, which national account manager Katie Daniels says will give advisors “the chance to explore destinations the Elegant Resorts way.” Each tour will also have a CSR initiative, driven by its Corporate Social Responsibility (CSR) Ambassadors.

As well as fam trips, Elegant Resorts will provide an asset bank of materials – including educational brochures and videos – help agents better sell their hotels. It will also open its offices to host travel agents events throughout the year, while continuing to run its loyalty initiative with its highest-performing agents.