Voyages Hotels and Resorts has launched a new brand campaign to coincide with its recent acquisition of P&O Australian Resorts and pursue its goal of becoming a market leader in ecotourism.

The Voyages logo will no longer include the words “hotels and resorts” as the company aims to demonstrate that it offers a complete travel experience – combining social and environmental management practices – rather than just offering accommodation.

However, it will retain the hand, spiral and star images to reflect the company’s body, mind and spirit ethos, while the campaign’s strapline is: “Because world’s best practice isn’t our goal. It’s where we start”.

Chief executive, Grant Hunt, said: “The advertising and branding campaign is just the start of our future as one team.”