There comes a time for many travel advisors when changing the business name becomes an inevitability. It signifies not just a shift in identity but also an alignment with new goals and aspirations as your business evolves. As travel advisors, the decision to change your business name often comes down to staying relevant, standing out in a competitive market, and modernizing your brand image.

There are many reasons why someone might choose to rebrand their business. Maybe your business has outgrown its original focus, and a new name can more accurately reflect your expanded services and vision. Maybe you want your business to stand out more among the competition, and you want a more distinct identity that will carve out a bigger space in the crowded travel landscape. Maybe there is a practical reason for the change, such as a business merger that requires a unified brand, or you are simply correcting misconceptions caused by a former name.

Gifted Travel Network advisor Patricia Castoro recently underwent this process, changing her business name from Acacia & Lime Travel Designs to Curated Travel Partners.

The decision to rebrand as Curated Travel Partners was made to truly reflect my dedication to providing exclusive, luxury travel experiences and to underscore our critical global partnerships. While my previous business name was meaningful on a personal level, it didn't effectively communicate the bespoke and international essence of my travel business.
With the business experiencing substantial growth, I recognized it was the perfect moment to solidify our brand identity. Undertaking a rebranding effort is a substantial commitment. It involves not only significant time and administrative resources but also financial investment. The process was extensive, involving an overhaul of the website, brand design, updates to domain names and reconfigurations, revisions to legal paperwork, and active engagement with clients and partners to build awareness.
Ultimately, the transformation to Curated Travel Partners has been incredibly rewarding. This new brand identity aligns perfectly with our values and vision and has set the stage for our exciting future endeavors!

Choosing a New Name

If you think now is the right time to rebrand your travel business, choosing a name that embodies your business' values, goals, and aspirations is essential. A well-selected name can be a powerful tool in shaping your brand's identity and making a lasting impression. Here are some key considerations to guide you in choosing the perfect new name:

  • Does it reflect your vision for your business and capture what makes your offerings unique?
  • Is it easy to remember and recall while still being unique enough that it won't be confused with a different business name?
  • Will it stand the test of time, or is it too reliant on trendy language that may age quickly and become irrelevant or tired?
  • Is the name available, not just in terms of registrations and trademarks, but also domain names and social media handles?

Business Name Change Checklist

It's crucial to ensure that your new name is accurately reflected across all facets of your business to maintain consistency and avoid confusion. Here is a comprehensive checklist to guide you through the transition, ensuring you cover every aspect, from legalities to communication channels.

Legal and Administrative:

  • Update business registration documents with local and state authorities.
  • Secure any necessary trademarks and patents.
  • Inform your business insurance provider and update policy details.

Online Presence: 

  • Refresh your website with the new business name, including meta titles and descriptions.  
  • Update social media accounts with the new branding and handle changes if applicable.

Financial and Contracts:

  • Notify your bank about the name change and update all account details.  
  • Amend invoices, checks, and billing documents to reflect the new name.  
  • Ensure all partner and vendor agreements are revised and that suppliers are informed.

Communication Channels:

  • Change email addresses and signatures to align with the new business identity.
  • Update marketing materials, including business cards, brochures, and advertising collateral.  
  • Craft announcements for clients showcasing the name change, highlighting any additional benefits or services.

Client and Public Communication:

  • Send out newsletters or emails to clients informing them of the change, emphasizing continuity in service quality.  
  • Update client portals or apps to maintain consistency across all user interfaces.

SEO and Listings:

  • Revise your SEO strategies to focus on keywords associated with the new name.  
  • Update business directories and online listings to ensure the new name appears correctly.