Unveils New Brand and Positioning revealed details of its new brand that the consortia says is  positioned around travel agents’ aspirations to “Belong. Inspire. Grow.” The updated tagline more incisively reflects the industry-leading role outlined in the organization’s positioning statement, said: “ is an innovative network of professionals that celebrates highly driven travel agencies by supporting them with the tools to help them grow and inspire.” 

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The fresh positioning also includes a revamped member recruitment website,, and new brand logos specifically designed for members and supplier partners to identify themselves as in their marketing materials. 

“‘Belong, Inspire, Grow’ is more than just a tagline. It’s’s deep-rooted philosophy that underscores our commitment to further cultivating the travel agency business so it may flourish for years to come,” explained president John Lovell.

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“Over the past decade and a half, our staff, travel agency members and supplier partners have created a community of like-minded travel professionals, intent on inspiring the traveling public as well as each other. To more accurately reflect the organization we’ve become, we are proud to unveil our new branding initiative. This also includes enabling our members and preferred suppliers alike to easily identify themselves with pride as our true partners as we raise the collective bar on professionalism within the travel industry,” Lovell said. 

“What we hope to accomplish is to let those travel agencies that are equally passionate about travel as they are about expanding their business know that we share their passion and can provide a home where they’ll feel they belong. We will help to inspire them and their clients. That inspiration can help invigorate agencies to take advantage of all the industry-leading tools and resources we offer, and, in doing so, the agency and its clientele benefit,” said Travel Leaders Group chief marketing officer Stephen McGillivray. “Ultimately, this initiative is about professional and personal growth, and’s overriding commitment to helping all of our members and supplier partners achieve that.” 

The new company logo notes it has redefined its branding and positioning within the travel consortia marketplace by unveiling more modernized logos. Bringing the new brand to life are the tenets found in the new tagline “Belong. Inspire. Grow.”

The rationale:

  • BELONG – members belong to a travel marketing consortium that provides a true sense of community with its annual International Conference, regional meetings and online networking.
  • INSPIRE – inspires member’s clients to take advantage of exceptional travel opportunities through Engagement, Distinctive Voyages and many other programs.
  • GROW – exclusive programs and tools—such as CruisePRO and In-Sites, along with vast educational resources—help members to grow professionally and profitably. 

As part of the rebrand, the member recruitment website now offers a fresh, more agile look and feel and reorganized site navigation, says.

The website also contains updated content, highlighting programs and tools offered to members, along with a Benefits Calculator to showcase how one can benefit from a membership.’s member recruitment website is now compatible with a variety of devices, including tablets and mobile phones, said. 

This new branding campaign will build upon’s focus of providing exemplary member service, elite training and exclusive resources to its members, the group said. "With its members and their clients at the center of everything does, the organization will continue to provide the highest level of resources and support."

The new branding is part of a series of recent enhancements at In December, the company announced several improvements to its member-facing technology, including the development of a consumer booking engine for CruisePRO, better automation to the back-end applications for Cruise Space, configurable permissions for Agent Universe users, and a single sign-on application for Stream.

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Additionally, the company is now offering its 2014 "Bucket List" vacations brochure. In partnership with its supplier partners – Globus, Avalon Waterways, Monograms, Celebrity Cruises, Regent Seven Seas Cruises and G Adventures –’s Bucket List highlights 20 packages.

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