Passport Travel & Tours Rebrands as 58 Stars

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Seattle-based Passport Travel & Tours has rebranded as 58 Stars and plans to refocus on personalized luxury travel for millennials. The business, as a partnership between marketing executive Mike Salvadore and travel industry leader Dan Burke, plans to bring a personal touch and use a fresh marketing approach for the new generation of travelers.

With the rebranding, 58 stars plans to focus on the new generation of travelers. Justifying the decision, the company pointed to data from the American Society of Travel Advisors which shows that 55 percent of millennials are more likely to hire travel experts to plan a trip and a 2017-18 Portrait of American Travelers study that reported 33 percent of millennials planned to use a travel agent in the next two years.

“The 58 Stars model focuses on high-touch client service and custom-crafted, one-of-a-kind experiences with a locals’ perspective and a luxurious flair that resonate with this generation,” says co-owner Salvadore.


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58 stars has introduced a new and expanded website and plans to add a social media presence to attract younger travelers. The company, using Salvadore’s years of experiential marketing expertise, will also start bringing a retail approach to travel marketing next year. Other changes will include new strategic partnerships, including a new travel network consortium, and mobile delivery of client itineraries and travel updates.


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