HolidayXP

A refreshed brand helping travellers experience more

The Objective

HolidayXP, one of Australia’s fastest-growing travel agency franchise groups, needed a brand refresh to align with its rapid expansion and reinforce its promise of exceptional value, service, and unique travel experiences. With 15 stores across Melbourne and Sydney and more franchisees joining, the new identity needed to clearly communicate the brand’s purpose and create a recognisable, campaignable visual language.

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Dovetail was engaged to redefine and realign the HolidayXP brand, ensuring it resonated with customers, employees, and franchisees while strengthening its market presence.

The Solution

A brand audit revealed that HolidayXP’s key differentiator was its commitment to ensuring customers always "Experience More"—from their first interaction to their holiday itself. This insight became the foundation of the refreshed brand identity.

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The branding system was modernised with a bold and identifiable visual language, incorporating the "X" from HolidayXP as a recognisable symbol used consistently across store design, marketing materials, and digital platforms. The "Experience More" tagline was transformed into a flexible, campaignable brand message, reinforcing HolidayXP’s dedication to exceeding customer expectations.

The Result

The refreshed brand identity has been enthusiastically embraced by franchisees, employees, and customers alike. The new brand messaging is clearer than ever, driving higher revenue and franchisee growth. The distinct "X" symbol is now a recognisable mark of trust across stores and marketing materials, strengthening HolidayXP’s presence in the competitive travel industry.