Wholesalers

Luxe tour company decides on rebrand just weeks after launch

Anne Majumdar

Just weeks after its launch, experiential luxury tour company 33 Degrees has rebranded as Latitude 33.

Founder and owner, Brett Dudley said that, with “hindsight”, he believed the new name better suited the ideology behind the name which derives from three of his favourite cities – Sydney, Cape Town and Santiago. It features the tagline – a degree of difference.

“We decided to change the name to better suit the meaning and make its marketing more prominent within the industry,” Dudley said.

However, Travel Weekly understands that the rebrand has come about because another travel company was already using the name 33 Degrees.

33 Degrees founder Julie Hall-Clarke
33 Degrees founder Julie Hall-Clarke

The high profile launch is understood to have created an issue for existing Sydney-based travel company 33 Degrees which has been catering to the incentive travel market for nearly 14 years. The company also offers destination management services and private high-end trip planning.

Many suppliers are said to have mistakenly thought the new venture was affiliated with the existing company, with concerns that consumers may also have been confused.

Although talks between the two parties to resolve the issue are believed to be ongoing, news of the rebrand is expected to clarify any confusion in the marketplace.

Dudley’s new venture incorporates plans for private jets, resort takeovers, cruise charters and exclusive rail journeys with its point of differentiation to be the length of time spent in locations – up to five days for safari in South Africa, for instance.



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