W&O looks to create masterbrand

Former head of marketing at Club Med Sarah Mason has joined Western & Oriental with a brief to bring the company’s niche travel brands under the one consumer-facing brand W&O Travel.


Western and Oriental operates 10 luxury travel brands, including Tropical Locations, Ranch America, Villa Select, Rainbow Tours – Africa and Kids in the Med. The company was floated in 2006 and has pursued an acquisition strategy to build growth but now feels it is time to streamline its offering and create a clear company proposition.

Mason, a former head of marketing for Club Med, will now work on making W&O Travel the consumer-facing masterbrand across all communications. This includes working on the new W&O Travel website that subsumes the online presence of the individual brands and developing a single customer view CRM strategy across the brands.

She will also be looking to work with a branding agency to help develop a completely new identity and roll it out.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here