Brand Identity Design
Brand Strategy
Travel and Tourism

Rehauling the Identity of the World’s Leading Global Travel Wholesaler

HotelsPro is a leading hospitality marketplace for the travel professionals of the world, established and owned by MetGlobal. With over 285,000 hotels in 15,000 destinations across 190 countries, Hotelspro is used by more than 20,000 travel agencies for hotel and activity bookings.

The visual brand expression no longer represented the progressive user experience, dynamic inventory, and effective, efficient professional mindset of the culture.

We were tasked with developing the brand strategy and identity design, including extensive brand guidelines, the visual direction of the website and a richer set of visual brand equities, such as specially developed topographic symbols, to bring the brand narrative to life.

Our challenge was to refresh the identity and bring it up to contemporary standards whilst protecting its established reputation and heritage. The brand ‘key’ icon, a recognised symbol of hospitality, had a strong reputation amongst the B2B target audience. Associated with know-how and trust, it was an element we chose to protect and evolve. Keeping our approach boldly simple, we redesigned the key icon to reflect the brand’s newly defined brand values and personality.

The new brand identity system stands for ‘the key to the world of travel for tourism professionals all over the world’, represents the essence of boundless hospitality, and values of agility, accessibility, collaboration and global relevance.