Clarity Travel launches new look as Agiito name is retired

Clarity Business Travel has today unveiled a new brand identity which also marks the retirement of the Agiito name following the acquisition of its fellow travel management company last year.

The company said the new look “represents the combined cultures and values” of both the businesses. The new brand identity was largely developed in-house and will be shown off in public for the first time at this week’s Business Travel Show Europe which takes place at ExCeL London on 19-20 June.

Clarity’s meeting and events division, Brighter – which doubled in size due to the acquisition of Agiito – has also undergone a brand refresh.

“Since October 2023, we’ve been working on bringing the best of both Clarity and Agiito together,” said Pat McDonagh, chief executive officer of Clarity.

“In doing so, we’ve learned so much from one another along with identifying many similarities. At the heart we learned that our people, culture, products, and services are closely aligned but have evolved to represent far more than a traditional travel management company.”

Earlier this month the TMC formally launched its first proprietary booking tool, ClarityGo, which it expects most customers to migrate to by the end of the year.

Headquartered in Manchester, Clarity employs around 800 people and is part of the Portman Travel Group. With £750 million in sales, it was ranked the 6th largest TMC in the UK in BTN Europe’s Leading TMCs 2024 report, up from 8th the previous year, and the 10th largest in Europe, up from 12th.