Sheerings is getting a brand refresh for the first time since its acquisition by Leger Holidays in 2020. The changes come into force from 19 December, and include more casual, fun language; a change in photography style, and simplified layouts. It includes a new logo with Shearings’ reconisable blue and yellow colours remaining. Leger Shearing Group’s CEO Liam Race said: “Since we rescued the Shearings’ brand over four years ago we’ve kept changes to a minimum.” “We have been quietly researching customer opinions, including consultations with ‘old’ Shearings’ customers, and they have helped shape the future of the brand.” Two different types of research were conducted.  A traditional online survey, which went to 10,000 participants including ‘old’ and ‘new’ Shearings’ customers, and an ambitious market research study utilising neuro-marketing technology and EEG (Electroencephalography. Forty-one participants, split by four customer segments, were invited to Leger Shearings Group’s HQ in Rotherham, to take part in the EEG study. After analysis of the extensive data the new Shearings’ look was developed. One of the key findings was that there is a lot of anxiety around travelling, intensified since the pandemic. This was instrumental to Shearings announcing their new tagline and promise - ‘Hassle Free Holidays’. The new website and advertising campaigns will kick-off mid-December, and new brochures will be published at the end of the year. This will follow with a new TV advert in early January, followed by radio advertising. A travel agent incentive will be launched in the new year celebrating the new Shearings’ look. The concepts and design were developed by UK branding and creative content agency BravoCreative working with the Leger Shearings Group marketing team.

Leger Shearings Group's CEO Liam Race, CFO Andrew Oldfield and CPO, Chris Plummer, who acquired a 30% stake in Leger Holidays in a 2019 MBO, have increased their stake in the business. They now become majority shareholders. Ian Henry, who led the company for over 30 years and Kathleen Henry, now become minority shareholders, with Ian appointed non-executive chairman. Since the initial management buyout in 2019 the Rotherham, South Yorkshire company has more than doubled in size, with Leger Holidays' acquisition of the assets of former competitor Shearings in 2020 credited with aiding the growth. In September 2022 Arena Travel was a further acquisition, broadening the product range, along with its specialist interest brands, crafting holidays specialist Stitchtopia, and First for Bridge. CEO Liam Race said: "This is a very exciting time for Leger Shearings Group, which is now the UK's largest escorted coach tours operator.” We made a bold move acquiring the iconic Shearings brand and its assets in lockdown 2020, but it has certainly paid off. The business has delivered consistent profit growth since the pandemic.” The recent launch of UK Direct Route Mini Breaks was an instant success, river cruise is another high growth area, and we will soon be announcing big news on the development of the Shearings' brand.” 

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Ahead of Remembrance commemorations, Leger Holidays has released a new brochure featuring customer-favourite battlefield tours. It includes a selection of new experiences for 2025 and 2026. The collection now numbers more than 50 tours. This year saw the 80^th anniversary of D-Day, which led to strong demand for D-Day tours. Leger's Battlefield Tours cover WW1, WW2, and a range of other significant military campaigns, such as the American Civil War, the Spanish Civil War and Waterloo. The brochure includes tours covering a variety of different aspects of military history, including the Holocaust, the human side of war, special commemorative events, anniversaries and more. The new tours are: The Ultimate D-Day Tour D-Day Landings Anniversary Tour (for 2026) Ypres: Battles in Flanders Fields Somme 110th Anniversary The Battles of Amiens Battles on the Hindenburg Line Battlefields of Loos – 110th Anniversary End of the Western Front Dunkirk 85th Anniversary Last Days of WW2 Warsaw Uprising & Treblinka All battlefield coach tours include free local UK joining points, hotel accommodation with selected meals, and key visits as described in the individual itineraries. Each tour is led by a Specialist Guide, to bring the history to life. Many tours can be booked through to October 2026. Leger Shearings Group's Head of Retail Sales Ashley Dellow said: "Agents tell me that every time there is an anniversary, or commemorative event, such as the upcoming Remembrance Sunday, they receive enquiries and bookings for Leger's Battlefield Tours.” The interest in genealogy provides agents with a great opportunity to sell tours to multi-generation family groups." Agents can view Leger Holidays' Battlefield Tours brochure online, or order print copies from BP Trade-Gate. 

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Leger Holidays has unveiled a new, special edition 'Battlefield Tours with Specialist Guides' brochure. The brochure will be available to agents from early June, to coincide with the 80^th anniversary of the World War II D-Day Normandy invasion. The 68-page print or downloadable brochure uses the tagline 'Walk in the Footsteps of Heroes' and brings together a huge collection of battlefield tours available to book through to 2026 on selected tours. The tours visit key sites, memorials and museums connected to D-Day. ‘D-Day Landings in Normandy' tours are included in the brochure, along with other World War II tours, European and worldwide conflicts, including World War I, the Napoleonic Wars, the Peninsular War in Spain, and the American Civil War. Seven new tours for 2025/26 are introduced to the collection – Ypres: Battles in Flanders Fields; Somme 110^th Anniversary; Battlefields of Loos – 110th Anniversary; End of the Western Front; Dunkirk 85^thAnniversary; Last Days of WW2 and Warsaw Uprising & Treblinka. Each Leger Holidays' battlefield tour is accompanied by a specialist battlefield guide, offering in-depth knowledge that brings the military history to life. A team of guides are led by Head Battlefield Guide Paul Reed, well-known for his work as a military historian on television. All Leger Holidays European battlefield tours include escorted coach travel from the UK, with convenient local joining points. There are upgrade options to a luxury Silver Service coach, the equivalent of business class. Tours include accommodation with breakfast, excursions/key visits as detailed in the individual itineraries, and the services of a specialist battlefield guide. Some tours offer the option to travel to the destination by air. Prices start from £399pp for the 'All Quiet on the Western Front' four-day introductory tour. Solo Traveller tours, with no single room supplement, are also included in the collection. Agents can order print brochures from BP Trade-Gate. Leger Shearings Group's head of retail sales Ashley Dellow said: "Agents should be prepared for interest, especially with extensive media coverage of the commemorations in Normandy on 6 June.” Until 15 July, agents can offer their customers a £50pp low deposit on battlefield coach tours. New Tours  Ypres: Battles in Flanders Fields Travel to Ypres, the main British battlefield of the First World War, with accommodation in the heart of the city, close to the Menin Gate. 4 - 5 days from £549pp   Somme 110th Anniversary Travel to the Somme Battlefields to attend the 110th Anniversary of the start of the battle in 1916. 5 days from £749pp   Battlefields of Loos – 110th Anniversary A remarkable tour to the 'forgotten battlefield' of the Battle of Loos over the 110th Anniversary. 4 - 5 days from £449pp   End of the Western Front Travel to the Western Front to the often forgotten 'end of the line', where the trenches ran beyond Verdun to the Vosges mountains. 7 days from £1,149pp   Dunkirk 85th Anniversary A tour for the 85th Anniversary of Dunkirk, offering the chance to attend local events, such as seeing the Dunkirk Little Ships, and visit the famous beaches. 4 days from £499pp   Last Days of WW2 Learn about the forgotten battlefields of 1945, with visits to the British war cemeteries in western Germany, and discuss the horrors of the Holocaust. 7 days from £999pp   Warsaw Uprising & Treblinka A fascinating tour to explore the WW2 battlefields in Poland, the Warsaw Uprising and some of the most important Holocaust sites. 12 days from £1,739pp 

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Leger Holidays has reported unprecedented demand for its programme of 'D-Day Landings in Normandy' coach tours. The 80th anniversary of the D-Day Normandy invasion is marked on 6 June 2024. This was a turning point in the war. The company is well known for its escorted battlefield tours, It says almost all 2024 tours to the region are fully booked. The tours operate from February through to November, and this year, the programme features a special, sold out, tour over the 6 June D-Day anniversary date. Leger Holidays will take more than one thousand customers, in over 20 coaches, to Normandy to attend the British ceremonies taking place. Leger Holidays' 'D-Day Landings in Normandy', four or five-day tours, visit the historical sites connected to D-Day, including Pegasus Bridge and the Pegasus Memorial Museum. They also visit the beaches forever associated with the Landings – Sword, Juno, Omaha, Utah and Gold. Included are visits to the British Normandy Memorial, the Normandy American Cemetery, the Bayeaux War Cemetery and the German Cemetery. Arromanches is included on the itinerary, with its famous Mulberry Harbour, the artificial port that was key to Allied success. The five-day tour additionally travels out to the Normandy countryside with its battle history, and also visits historic Falaise to see the 'Corridor of Death', used by the Germans to make their retreat in August 1944. Each Leger Holidays' battlefield tour is accompanied by a specialist battlefield guide. An International Ceremony will take place on 6 June 2024, and many heads of state, veterans and officials are expected to attend. Leger Shearings Group CEO Liam Race said: "2024 marks the 80^th anniversary of the D-Day Landings.” "We have seen unprecedented demand for our D-Day Normandy tours this year, no doubt prompted by the anniversary. It's interesting that those booking the tours cover all age groups." Leger Holidays 'D-Day Landings in Normandy' tours include air-conditioned, escorted coach travel from the UK, with convenient local joining points. They include accommodation with breakfast in Caen, excursions as detailed in the itinerary, and the services of a specialist battlefield guide. Leger Holidays' 2024 Normandy tours are sold out until July, while tours departing between July and October have limited places remaining. 

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  Leger Holidays, the fully escorted coach tours company well known for its vast choice of European coach holidays, has launched an expanded collection of new UK breaks, with flexible travel options. More than 80 tours are featured in the ‘Discover Britain & Ireland 2023 – 25’ stand-alone brochure, spread across three collections: the new Silver Service Signature Collection; Self-Drive & Tour holidays, where customers make their own way to the hotel, with a fully escorted programme of excursions with included coach travel once there; and Self-Drive Hotel Breaks for those who want to be completely independent and explore at their leisure. All tours include full financial protection.   Brand new is the ‘Silver Service Signature Collection’, totalling 26 new tours that all feature hand-picked hotels in stunning locations with excellent facilities; carefully planned itineraries with fully escorted excursions; and travel by Silver Service luxury coach. Leger’s Silver Service coaches have long been featured on Leger’s European tours but will now be spotted on UK roads! These coaches offer added comfort, with reclining seats, personal tables, retractable footrests, and a spacious rear lounge that allows passengers to socialise while travelling.   The hand-picked hotels in the Silver Service Signature Collection are situated in favourite locations, and customers can enjoy a relaxing stay amidst exceptional surroundings. From clifftop coastal retreats offering breath-taking panoramic views and contemporary properties with stylish touches, to historic inns steeped in character and charm, there’s something for everyone. Customers can expect accommodation specially selected for their first-class facilities, excellent dining options, and the highest standards of service.   Designed with customers in mind, the expertly planned itineraries are brimming with a remarkable range of excursions and experiences. They can explore destinations such as York, the Lake District, and the Scottish Borders, and enjoy idyllic lake cruises, memorable rail experiences, distillery visits and much more.   A selection of Warner Hotel Breaks, designed exclusively for adults, can also be found in the Silver Service Signature Collection.   Ashley Dellow, head of retail sales at Leger Shearings Group said: “Although Leger Holidays has always featured some UK tours, the collection has rapidly expanded and now warrants a stand-alone brochure.   “Around a quarter of the tours featured in the brochure are the new Silver Service Signature Collection - everything about this collection is special and customers can expect accommodation selected for first-class facilities, excellent dining options, the highest standards of service and of course travelling in comfort by Silver Service coach.”   26 Silver Service Signature Collection holidays are included in the new collection, priced from £399pp.  Three examples are below and the complete collection can be viewed on this link   Luxury Winter Cornish Escape & Eden Project   This winter escape takes in the delights of the wonderful Cornish coast. Staying at one of Cornwall's finest luxury hotels, the 4-star Carlyon Bay Hotel, guests can enjoy stunning sea views, an award-winning restaurant, excellent leisure facilities and a private beach. From here, we’ll embark on a fascinating exploration of Cornwall's murky past with visits to Bodmin Jail and the famous Jamaica Inn. We’ll also discover Truro and visit the iconic Eden Project. Tour includes:

• 4 nights hotel with English breakfast
• 4 evening meals
• Local joining points
• Porterage at the hotel

5 DAYS FROM £779pp   The Inn Collection – Bamburgh Castle & The Northumberland Coast   Experience the beauty of the Northumberland coast from the comfort of the award-winning Bamburgh Castle Inn. With its cosy rooms and fabulous sea views, our base promises genuine warmth and hospitality, as well as delicious home-cooked dishes and an enticing selection of local ales. From here, you’ll journey through history as we delve into the captivating story of Bamburgh Castle, enjoy a scenic cruise to the Farne Islands, and visit the unique and charming Berwick-upon-Tweed. Tour includes:

• 4 nights hotel with English breakfast
• 4 evening meals
• Local joining points
• Porterage at the hotel

5 DAYS FROM £599pp   Scenic Snowdonia at Warner Bodelwyddan Castle   Find out what makes North Wales so spectacular on this amazing tour, with a stay at Warner’s remarkable Bodelywddan Castle. Set within the grounds of a majestic castle, this Grade II listed Victorian building is brimming with character, boasting walled gardens, sweeping lawns and ivy clad turrets. From here, we’ll explore coastal Llandudno with its iconic pier, delightful cafés and traditional amusements, soak up the breathtaking scenery of Snowdonia National Park, and discover the historic city of Chester – the excellent shopping opportunities and medieval architecture here are sure to impress.

• 4 nights hotel with Welsh breakfast
• 4 evening meals
• Local joining points
• Porterage at the hotel

5 DAYS FROM £619pp