Identity, the global experience group, today announces the rebrand of Beyond Business Travel as Identity Travel, marking a significant step in the group’s strategy to bring its travel and events capabilities under one integrated global offering.
The move follows a period of expansion across the UK, US, Middle East and Asia Pacific, alongside continued investment in the group’s operational infrastructure, including a new office in Derby. The creation of Identity Travel strengthens the group’s ability to support clients with consistent, end‑to‑end travel management wherever they operate.
A clearer, unified proposition
Identity Travel delivers managed corporate travel programmes across the UK and Ireland while benefitting from Identity Group’s international scale, established global partnerships and dual IATA accreditations for both UK and European markets. The rebrand consolidates travel into the wider Identity portfolio, aligning it with the strong brand presence the group has built in the events and experience sector.
What this means for customers
The business operates under a single, simplified structure and focus on:
- Designing travel programmes around how organisations actually operate
- Improving compliance, visibility and cost control
- Enhancing traveller safety and support through consistent global processes
- Providing local accountability across UK and Ireland with international reach
Michael Gietzen, Group CEO, Identity, said: “Every great experience starts long before the doors open. Travel is where the client journey begins, and it deserves the same rigour, creativity and care we bring to everything else we do. With a presence across four continents – and the partnerships, accreditations and operational depth to match – Identity Travel connects people wherever in the world they need to be. That’s not just a travel offering. That’s what a truly global experience group looks like.”
Steve Banks, CEO, Identity Travel, added: “Business travel is fundamental infrastructure for how organisations operate. The shift to Identity Travel allows us to connect our expertise in managed travel with the scale and capability of the wider Identity Group. It means stronger support for clients, greater consistency across borders and travel programmes that match how businesses actually work today.”
Shauna Burns, Managing Director, Identity Travel, said: “We work with organisations at every stage of travel programme maturity — from those formalising travel for the first time to those replacing outdated structures. Under the Identity Travel brand, we can offer a stronger regional foundation across the UK and Ireland while giving clients the benefit of our international footprint and dual IATA accreditations.”
Laura Busby, Director of Growth, Identity Travel: “We don’t build programmes for clients, we build them together. That means understanding how the organisation operates, where friction sits and where improvement is needed. We design the structure together. We run it together. And we share accountability for the outcomes.”
