Chief executive Richard Calvert announces name change, writes Anthony Pearce.
Shearings Leisure Group is rebranding to Specialist Leisure Group.
The holding company for Shearings Holidays, Coast & Country Hotels and National Holidays said the change was designed to “better reflect the breadth, depth and diversity of the group”.
Chief executive Richard Calvert said it would make the group “more relevant to the trade, investment community, as well as current and potential future partnerships”.
He added: “Shearings Holidays is a marquee brand, synonymous with delivering great value holidays for the over 55’s and the UK’s largest escorted tour company.
“However, having it in the groups name often causes confusion, as people don’t grasp the scale and range of the operating companies within the group.
“We have 2600 team members, 45 hotels, multiple brands, products and destinations. Our new group holding company name should help us maximise the visibility to the business community of who we are, what were are about and where we are going.”
The group’s new strapline is “excellence through expertise”.