ITC has unveiled a strategic evolution to bring together its luxury expertise under one elevated luxury proposition amid a brand refresh.
Effective from, 2nd September 2026, the evolution will see Inspiring Travel and Spectate come together under the ITC brand, alongside the introduction of ITC Elite which combines the expertise of Elite Travel Concierge and ITC Private Clients to form an even stronger ultra-high-net-worth proposition for clients, partners and suppliers alike.
As part of this strategy, ITC has revealed an elevated brand style that is tailored to its enhanced proposition – this includes a new logo and website refresh.
It has also refined its luxury product portfolio by almost 50 per cent choosing to focus its portfolio where it can create the greatest value and expertise service for clients, while creating stronger, more meaningful partnerships across the luxury travel industry.
Building on ITC’s long-standing reputation for specialist knowledge, the renewed strategy creates a more focused, connected and contemporary luxury travel business, offering the greatest specialist service to clients.
Agents will continue to have the same level of expertise and support, with access to ITC’s product, alongside training and weekly trade “ITC Friday 10@10” sessions under its Head of Trade Partnerships, Gary Bates, alongside Haley Powell, Trade Partnership Executive: North, and Suzanne Warren, Trade Partnership Executive: South.
As ITC enters its next chapter, its ambition is clear: to build on over 50 years’ of heritage that has made it exceptional, while creating an even stronger partner for the luxury travel industry.
Lisa Smith, Group Managing Director, comments, “Today’s clients can independently access extraordinary hotels, destinations and experiences with just a few clicks, but as the market continues to evolve, ITC believes the future of luxury travel will be defined not by businesses that simply offer more, but by those that create greater value through expertise, trusted partnerships and genuinely personalised experiences. It is this belief that has shaped ITC’s latest strategic evolution.
Lisa continues, “We’ve brought our luxury expertise together to create something stronger – not by changing who we are, but by building on everything that has always made ITC exceptional. We’re incredibly proud of ITC’s heritage and of the people who have built this business over many years. This next chapter isn’t about becoming a different company; it’s about becoming the very best version of ITC.”
Regent and Rainbow will both continue to operate independently, ensuring both specialist brands retain the expertise and individuality that have earned them respected positions within their markets. The brand refresh follows the previous evolution in January 2023.
ITC continues to focus on serving travel agent partners with luxury expertise. Contact [email protected] or call 01244 355500. ITC also offers a dedicated ITC Travel Trade Facebook group to keep agents updated with the latest news, as well as the Toolkit website where agents have instant access to ITC marketing imagery and video assets.
