MORE Family Collection has rebranded as MORE Collection, following nine months of research with the travel trade.
The group said the word “family” created confusion in the market, with some perceiving the brand as catering only to family travellers. The new name provides a clearer identity across its portfolio of lodges, boutique hotels and private residences in South Africa, it said.
“Family will always be part of who we are, but this evolution to MORE Collection makes it clear we’re for everyone seeking exceptional experiences. The change enables us to present our brand with more energy, spirit and authenticity,” says Custodian and CEO Robert More.
