The brand has redesigned its logo, dropping the previous initials "W & O", in favour of the operator's full name, "Western & Oriental", across its website and brochures. It will be supported by a press and digital campaign planned for 2012.
The rebrand and supporting campaign, created by Souk360, aims to communicate the operator's "keystone" messages of luxury and authenticity. Western & Oriental said that after 30 years of brand building, "the company felt it needed to re-establish what the brand stood for".
Immediate activity around the rebrand features CRM activity and the launch of a new client magazine.
Sarah Mason, marketing director at Western & Oriental, said: "It's important that Western & Oriental continues to appeal to our primary target market of affluent travellers seeking authentic travel experiences.
"Our work with Souk360 has ensured that the Western & Oriental brand stands out in a very competitive market."
Western & Oriental is one of the brands within the Western and Oriental Travel Limited group. The company also operates Regent Holidays, Iceland2go and Rainbow Tours.
Luxury hotel brand Hilton Worldwide rebranded its loyalty scheme, HHonours, in March this year, overhauling its global brand identity and aiming to market the programme's redeemable points as "experiences".
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