Rimini, October 15 (askanews) – From Pietro Gallina's contoured covers, shaped like a sun and a snowflake, to the new logo: Francorosso, seventy-three years of travel, is changing face. A thin, airy font, an even more abstract symbol. "With the rebranding we're announcing today," explains Pier Ezhaya, General Manager of Tour Operating at Alpitour World, "we wanted to give this brand a new look, refresh it, and make it more contemporary: visually, starting with the logo, which has been modernized, and with a series of content designed for a more modern, up-to-date customer." The new chapter is also being written in a feminine way.
It's called DiscovHer and responds to a growing desire: one in five female travelers is planning an all-female vacation, up from 14 percent last year. "It's a target audience who has very clear ideas about where to go on vacation," recalls Alessandro Seghi, sales director of Alpitour World's Tour Operating division, "and what kind of experience they want to have.
We believe it's perfectly aligned with the market's current needs: on the one hand, the personalization of the offering, and on the other, above all, the opportunity to experience something unique." The heart of the project, however, is being together. "We will launch itineraries designed for women," Ezhaya continues, "not because they take particularly different trips, but to experience the journey together with other women: building community and sharing emotions, opinions, thoughts, and a way of traveling.
They will be itinerant, non-sedentary trips, with tours and circuits, and we have also relied on Donnavventura, with whom we have renewed a collaboration already started in previous years because it is perfectly in line with this target." Thirteen itineraries from Ireland to Mexico, departing from the end of March 2027. In the Signature Journeys, the group travels with a Donnavventura Travel Mate, and those travelling alone can share a room with another traveler. The challenge now moves to the agencies' counters. "In the next two weeks – p we will meet 2.300 agencies throughout Italy, with a roadshow dedicated to the launch of our new program and a particular focus on this target. We have also worked on visibility in the points of sale, creating POP materials to display in the agency: they serve to give the right highlight to the product and to arouse the curiosity of customers, who come in, see the communication and ask for information." For those who choose DiscovHer, the journey begins before leaving, in the community chats.
Askanews