Wayfairer Travel has unveiled a new website, logo and strapline to match changing demand from clients for fewer, longer trips and ‘slow’ travel.

The luxury online agency, which started in 2012 as a specialist in safari holidays, said the developments formed part of its future growth plans post-pandemic.

Co-founder Tom Blakey said: “The past two years have given us an opportunity to reflect on our success, identify future trends and carve out the next chapter of Wayfairer’s growth. I’m thrilled to be launching a new look website for today’s luxury traveller.

“As ‘slow’, bespoke travel grows as a category, so does the appreciation for intimate in-destination knowledge and flexibility from luxury travel providers.”

The new website, which boasts a ‘modern luxury’ look and feel but the same URL, wayfairertravel.com, has been designed to be more user friendly and intuitive, he said.

Extra content has been added, and all images now feature holidaymakers in them to help clients visualise the experience. There is a new tag line: Dream Big or Stay Home.

Blakey said: “We wanted to create a fresh look with a new modern luxury design – not only as a celebration of our growth, but also as a better reflection of our value proposition – to evoke a warm human connection.”

The agency has a large proportion of repeat clients in addition to a new generation of holidaymakers who want to spend longer in destinations, he said.

“Our new website resonates with this audience in a more impactful way – speaking to guests who prefer to take one longer trip than multiple small trips, take time to get to know the destination, appreciate human connections and experience the true meaning of authentic luxury,” he added.

The website is not bookable as trips are tailormade, with the agency staff talking to clients over the phone or on video calls or via WhatsApp to put together each holiday.

The site has also been overhauled to show a broader range of product offered by the agency.

Holidays booked range from treks and safaris to honeymoons and family adventures while the agency said it is also focused on responsible travel to help communities and conservation in destinations it offers.

The firm, which has offices in the UK, Thailand, Uganda and the US, is currently focused on  promoting more tailormade trips to Japan, Vietnam and Costa Rica. It has announced bespoke itineraries for Japan such as a Highlights of Japan Tour to Tokyo, Hakone, Kyoto, Kanazawa and Hida, from £5,000 for 14 nights, excluding flights.

The company’s new logo has been revamped to show the symbol of a bird – to reflect longer, further away trips and the freedom and versatility of travel. Previously it was a snow-capped mountain, to reflect a sense of adventure.