Anite Travel is being rebranded under the new name ATCORE following its recent management buy-out.
The change came as the travel booking and e-commerce company announced that former Tui Travel strategic planning director and Thomas Cook chief commercial officer Neil Morris was joining as a non-executive director.
A new website, logo and strapline ‘Powering Travel’ have also been unveiled.
The new brand has also been applied to the firm’s ‘@com’ solution which now becomes ‘ATCOM’.
Chief Executive, Mike Kingswood, said: “This comprehensive rebrand follows the acquisition of Anite Travel by LDC and the company’s management team.
“Our new visual identity is a modern, unifying brand which differentiates ATCORE in the travel market. It gives us an umbrella under which we can continue to expand our products and services during the next phase of our growth and development.”
He added: “We wanted to build on the strong market reputation of Anite and its predecessor Autofile, as well as the company’s flagship @com product suite.
“After 30 years in the travel industry ATCORE’s solutions have become core to the success of many leading travel companies and @com is considered to be the gold standard in the travel industry.”
Morris said: “Having held senior management positions at Thomas Cook and Tui Travel, my expertise will further improve ATCORE’s engagement with business users and its market understanding as we move forward and grow the business.”