Portman Clarity, the UK’s eighth largest TMC, has dropped the 58-year-old Portman brand name and will be known from today only as Clarity.
CEO Pat McDonagh said the decision had been taken following an indepth review into the brand strengths of both businesses following their merger in November.
Research included canvassing the opinion of 500 industry colleagues, 100 of whom were invited to workshops, after which the company decided on ‘a fusion’ of the two brands.
From now on, the company will be known as Clarity but it has kept the Portman strapline ‘The Business Travel Experts’ and some of its colours have been incorporated into the new brand.
Also, the name of the parent company has been changed from Mawasem Travel and Tourism to Portman Travel Group.
The new brand was unveiled to the company’s employees over the weekend and it will be rolled out across the group from today.
