Affordable Luxury Travel has changed its name to Luxtripper following the acquisition of the failed tour operator’s brand name and core assets almost two years ago.
Affordable Luxury Travel, part of the Moresand Group, said the rebrand would give the business a “new identity” and more of a “recognisable name” to operate under.
It added that the decision to rebrand was intended to reflect a shift towards a “more clearly defined premium offering” with the Luxtripper name also thought to be recognised for its “ambition and distinctive approach to luxury travel”.
Head of the new Luxtripper, Patric Gaudini, said: “The name Affordable Luxury Travel has served us well but we feel the Luxtripper name will appeal to a wider customer base.”
The original Luxtripper business went into administration in October 2023, with the initial report to creditors estimating the company owed £11.9 million. More than £9.1 million of the figure was estimated to be owed to customers.
Following Luxtripper’s failure, Affordable Luxury Travel’s parent company Moresand Limited acquired the trademarks, patents, domain names, databases and proprietary CRM technology.
Gaudini praised the original management’s “reputation for innovation” but added: “There are no operational links or liabilities carried over from the previous business.”
The relaunch of Luxtripper, which comes as Affordable Luxury Travel marks its 10th anniversary, includes a new website featuring a mobile-first design, an “improved customer experience” and a refreshed collection of luxury packages.
Gaudini added: “The new Luxtripper brand has the resources and infrastructure to serve not only value-conscious travellers but also those seeking high-end personalised experiences. This will be delivered with great confidence and care.”
