Luxe tour company decides on rebrand just weeks after launch

Luxe tour company decides on rebrand just weeks after launch

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.

Latest News

  • Destinations
  • Tour Operators

Mat McLachlan Battlefield Tours advises final call for Anzac Day 2025

Mat McLachlan Battlefield Tours has advised that the final call for Anzac Day 2025 is on 31 January 2025 with pre-registration also available for Anzac Day 2026. Travellers are encouraged to book their spot for either the 10-day Anzac Day on the Western Front departing on 19 April from Paris or the 8-day Anzac Day […]

  • Destinations
  • Hotels

Two destinations to visit in Mexico for Valentine’s Day

Valentine’s Day is quickly approaching and here are two romantic getaway destinations in Mexico to make any traveller’s day with their special someone even better. Casona Roma Norte, Mexico City This Valentine’s Day is the perfect time to visit Mexico City, as the streets come alive with roses, heartfelt gifts, and the city basks in […]

  • Aviation
  • Luxury

Emirates debuts new uniform for Premium and VIP Passenger Services team

Emirates has debuted a new uniform designed for its Premium & VIP Passengers Services team, who are responsible for the seamless transfer of VIPs through Dubai International Airport. The new uniform has echoes of the iconic Emirates cabin crew look, however, exclusively represents Emirates’ elite unit that caters to high profile customers. A new look […]

  • Appointments
  • News

BEIA appoints Rachel Cook as its new chair

The Business Events Industry Aotearoa (BEIA) Approved Professional Conference Organisers (PCO) Group has appointed Rachel Cook as its new chair. Cook is the business director of Conference Innovators (CI) and since joining CI 20 years ago has been instrumental in the company’s continuing growth and success. She plays a pivotal role in building and supporting […]

  • Hotels

Gaya Island Resort unveils its Wildlife Wonders package

Gaya Island Resort has unveiled its Wildlife Wonders package, a meticulously crafted 4-day, 3-night adventure designed for nature enthusiasts eager to discover the island’s rich biodiversity. The resort is nestled on the tranquil shores of Pulau Gaya, the largest island in Tunku Abdul Rahman Marine Park just off Kota Kinabalu. Its location makes it the […]

  • News

New Caledonia is open and ready for business as Smartraveller downgrades warning

Eight months after the civil unrest, the South Pacific destination of New Caledonia has reopened and is ready to welcome Australian tourists. Smartraveller has recently downgraded its travel advice to the destination following the removal of the nation’s curfew on the 2nd of December. The island is currently rated as amber – ‘exercise a high […]

  • Business Travel
  • Hotels

Atura Wellington unveils newly refurbished rooms in the New Zealand hotel

Atura Wellington, the former Thorndon Hotel by Rydges, has unveiled its newly refurbished rooms in the New Zealand hotel. The rooms were completed following a full refurbishment of all public spaces as part of a broader redevelopment plan. All 108 guest rooms have now been upgraded. The hotel is in the historic Thorndon neighbourhood and […]