Chan Brothers Unveils Rebrand of Luxury Division as "Prestige by Chan Brothers"

Chan Brothers Travel today announced the official rebranding of its premium travel arm from "Chan Brothers Prestige" to "Prestige by Chan Brothers", marking a significant step in the company’s evolution within the luxury travel market.

The rebrand introduces a refreshed name, logo, and visual identity that are already reflected across the company’s digital platforms, including its website and social media channels.

“The repositioning is intentional – to elevate our standing as a luxury travel brand while staying true to the legacy of Chan Brothers Travel,” said Chloe Chan, Head of Prestige by Chan Brothers, who has led the division since 2022.

The rebranding initiative is part of a broader transformation strategy, with Prestige by Chan Brothers also adopting generative AI to optimise internal operations and marketing functions.

“This is more than a visual makeover,” said Chan. “We’re embracing next-generation technology to modernise how we work and how we serve our clients.”

Since its soft relaunch in July, Prestige by Chan Brothers has pivoted from mass-market group tours to bespoke, high-end travel experiences. These include wildlife expeditions, private island escapes, and luxury wellness retreats – catering to discerning travellers seeking more meaningful, curated journeys.

The brand is also attracting a younger clientele. “We’ve seen a notable increase in bookings from Gen Z and millennial travellers, particularly for destinations like China, Antarctica, and wellness-oriented experiences,” Chan noted.

With the rebrand gaining traction, the company aims to clearly distinguish its luxury offering within the competitive travel landscape.

“There’s been some legacy overlap in how clients perceive us in relation to Chan Brothers Travel,” said Chan. “With Prestige by Chan Brothers, we’re defining our own space in the luxury travel segment – and the response so far has been overwhelmingly positive.”