Family owned mobility firm Sales-Lentz will seperate and rebrand its travel agency business. The company will launch the new brand, called “We love to travel”, on Wednesday, according to Jos Sales, who runs the 67 year old enterprise with his brother Marc.

The company is making the move to keep pace with Luxembourg’s increasingly international population and with increasing competition, particularly from online travel sites.

“We wanted to really rework the positioning of the travel agencies,” Sales said in an interview. “This goes much further than just changing the window displays and business cards.”

The tagline “We love to” will be used to develop a line of packages around themes like sharing, discovering, meeting and enjoying. That approach is supported by client surveys showing that roughly two-thirds of consumers conduct extensive research before making travel plans and 75% “enjoy the experience of organising their own holiday”.

Sales-Lentz will remain the name of the transport part of its business, which runs coaches in the public transit system, the Flibco shuttle to Charleroi and Frankfurt-Hahn airports, the Hop-On Hop-Off tourist line, and the popular Night Rider weekend service, among other operations.

159 out of the group’s 1,150 employees will move to the We love to travel brand. The City Concorde agency will be the first to take up the new identity, followed by the company’s 20 other locations in Luxembourg, Belgium and France.

Reported by Thierry Raizer; edited by Aaron Grunwald