Coach holiday specialist Alfa Travel has been renamed Alfa Holidays as part of a wider group rebrand that will leverage the Alfa name. The amended identity and a new logo is to be rolled out across the business’s customer touchpoints, including its coaches.
At the same time, sister division Leisureplex Hotels will become Alfa Hotels, with both Alfa-branded companies uniting under the Alfa Holiday Group umbrella.
The announcement was made on 5 January to accompany a brochure launch. Consolidation under a single Alfa brand introduces what the group says is a new and modern identity that “reflects the company’s continued commitment to providing high-quality, exceptional value holidays across the UK and Ireland.”
Six new coaches are due for delivery to the Alfa Holidays fleet in 2026, which throughout its previous iteration has most recently been known for operating a uniform line-up of cream Mercedes-Benz Tourismos.
Other investment will go into hotel upgrades – with £10 million earmarked this year – and wholesale overhaul of the Derwentwater Hotel in Keswick. It was purchased in September 2025 as the group’s 25th property and will be refurbished before reopening to customers.
Speaking about the brand unification, Alfa Holiday Group Managing Director Emma Russell says: “While our look and names are changing, everything our customers know and love about travelling with us remains the same.
“From our friendly team and fantastic destinations to our welcoming hotels, the core of the Alfa experience is unchanged. This rebrand simply unites our offerings under one clear name – Alfa.”
An in-depth look at Alfa Holidays and its work in the coach tourism field, including further commentary from Ms Russell, will be published in the January issue of routeone.
