Page & Moy has changed its product offering in a bid to ‘re-birth the escorted tour’. Speaking at a press conference today, the operator’s Nathan Philpott said it had undergone a new brand and way of thinking to change the way people think about guided holidays. The rebrand comes after research collected by the company revealed that its product and image did not fit the modern day traveller’s requirements. “We did a lot of research to understand the most important attributes of a holiday,” explained Philpott. “Price, comfort, social exploration and flexibility were rated as important.” It also wanted to change people’s perceptions of tours and help lure back customers who now book independently. “Page & Moy has seen a 5% year-on-year decrease in passengers and we have not invested enough in attracting new customers,” revealed Philpott. He said the company would now look to target younger travellers. As a result, Page & Moy has a new logo, new brochures and a new set of tours to offer what it calls ‘personal authentic experiences’. “All of our products will have smaller group sizes, three and four star properties, a local tour guide, use regional airports and provide more flexibility and freedom. As part of the product expansion, the operator has launched a new Worldwide brochure with new tours to the US, Latin America, the Far East and the Middle East. Page & Moy’s Head of Sales Colin Wilson told Travel Daily that these destinations and the long-haul sector was selling well, particularly for next year. Latin America and the US had proved the most popular. In addition, the Page & Moy name, together with Travelsphere and Just You, has been used throughout its brochures to signify a ‘united’ front. “Page & Moy will be celebrating its 50th anniversary next year,” explained Wilson. “In these uncertain times it is important to use our heritage and experience to present a brand name that agents trust. Travel agents have told us that they would prefer to know that Just You and Travelsphere are a part of Page & Moy.” To mark the rebranding, launches and anniversary of the group, Page & Moy is taking 24 agents to ABTA’s Travel Convention in October.