Chan Brothers has rebranded its premium division, formerly known as Chan Brothers Prestige, to Prestige by Chan Brothers.
“The positioning is deliberate – to elevate our company as a luxury travel brand whilst maintaining our legacy as part of Chan Brothers Travel,” said Chloe Chan, who has helmed Prestige by Chan Brothers since 2022.
The relaunch includes a refreshed name, brand logo, and colour scheme. Internal and customer-facing updates are already underway, with the new branding reflected on its website and social media channels.
According to Chan, the rebrand is the first step in a broader modernisation of the business. “We’re also leveraging generative AI to streamline internal operations and marketing processes,” she said. “It’s not just about aesthetics, but transforming how we operate.”
Since its soft relaunch in July, Prestige by Chan Brothers has shifted its focus away from mass-market tours to curated travel experiences. These include wildlife expeditions, island getaways, and wellness retreats.
The brand has also observed growing interest from younger demographics. “We’re seeing more Gen Z and millennial clients booking private, high-end trips, especially to destinations like China, Antarctica and wellness retreats,” she added.
As the refreshed brand gains momentum, Chan sees the rebranding as a key step in clarifying the company’s identity.
“There’s still some overlap in perception between us and the main Chan Brothers brand,” she said. “But with Prestige by Chan Brothers, we’re carving out a distinct space in the luxury travel segment – and the response so far has been encouraging.”