Express travel group rebrands, seeks to bounce back from Covid effects

Hemingways Travel MD Joseph Kithitu speaking at the rebrand of Express Travel Group (ETG).  [Wilberforce Okwiri, Standard]

Long-serving travel management company, Express Travel Group (ETG) has rebranded as it seeks to position itself to bounce back from the effects of the pandemic on the tourism sector.

During a press briefing attended by Cabinet Secretary for Tourism, Najib Balala, ETG said they planned to execute the changes that would see their name, brand colours and values change to adapt to the post-pandemic world.

Balala praised the changes as necessary and well-strategised, comparing the company’s 55 years in existence to his upcoming birthday when he will be turning the same age. He also discouraged categorisation of foreign and domestic tourists, saying "Do not talk about domestic and international tourism, talk about business; it is business, people pay for. In this part of the world, we still talk about foreign and domestic tourists, but globally, the gap is narrow. Let us talk about visitors in general, without discriminating nationality,” he said.

ETG Managing Director, Joseph Thitu said it is time for the brand to switch things up.

“We have seen that no matter what a sophisticated traveller you are, challenges that have been caused by the coronavirus outbreak require a lot of assistance. Travel providers have worked with health experts during this time because it has become clear that travel experts are needed more than ever,” said Mr Thitu.

Ross Evans, ETG CEO said one of the key reasons for the rebrand is to take advantage of the opportunity in the lucrative Kenyan market.

The CEO also noted that the luxury travel market is expected to grow significantly, at a rate of about 11 per cent in the next six years.

“Through our rebrand, we will offer enhanced customer experiences and digital solutions to activate the travel potential in the Kenyan market,” he said.