David Urquhart Travel rebrands to Alfa Travel Scotland

David Urquhart Travel has been rebranded to Alfa Travel Scotland, three years after Alfa Leisureplex Group (ALG) acquired the Scottish coach holiday brand during the pandemic.

Lancashire-based ALG is the parent of Alfa Travel and owns 22 Leisureplex hotels in popular coastal destinations across the UK.

David Urquhart Travel announced the winding up of its coach tour operation in May 2020 as a result of the pandemic.

More than 100 travel agents in Scotland sell the company’s coach holidays and Hellen Fenton is the dedicated agency sales representative.

She joined Alfa in 2021 after many years in a similar trade role with another coach operator, Shearings.

More: David Urquhart Coach Travel to become trade-friendly following acquisition [August 2020]

David Urquhart Travel to wind up coach operator [May 2020]

Stephanie Clayton, senior marketing executive for Chorley-based Alfa Travel, said: “We are hoping to spread awareness so that more agents in Scotland will want to work with us once we rebrand David Urquhart to Alfa Travel next week.

“As part of the launch in Scotland, we will be sending our Scottish agents a welcome letter and pack to introduce them to Alfa Travel and our agency sales contact.

“As a brand, Alfa Travel has been established with travel agents for many years.

“However, we aren’t that well known in Scotland, so we are hoping to extend our reach within that area.”

Clayton said Fenton can help agents to set up an account, order brochures, learn about the products and run joint marketing campaigns. The operator also runs coffee mornings with agents and can supply material for promotional activities.

The rebrand coincides with the launch of 2024 brochures which are being distributed next week, featuring UK and Ireland holidays based in the group’s hotels and partner properties.

Alfa Travel operates a fleet of 50 Mercedes Benz coaches which collect customers from local pick-up points.

Emma Russell, managing director of Alfa Leisureplex Group, said: “We are excited for this next stage in our journey and delighted to be able to offer Alfa Travel’s award-winning holidays to customers in Scotland, broadening the range of coach holidays available to the Scottish market.

“We have an excellent range of holidays on sale, with some exciting new destinations and tours in 2024.”

New for next year is the axing of single supplements for guests staying in a single room at Leisureplex Hotels.

Furthermore, the firm has introduced Leisureplex ‘cosy double rooms’, which are designed for solo travellers who like the luxury of a double bed, available to book at £15 per night.

Founded 40 years ago, David Urquhart Travel has taken more than three million customers on coach holidays.

Main picture: Alfa Travel coach outside Royal Norfolk Hotel, a Leisureplex property in Bognor Regis