Portman Clarity has unveiled its long-awaited rebrand and will now be called Clarity.
The travel management company said its identity had been chosen following an “in-depth review” into the brand strengths of both businesses.
The companies merged in November last year.
However, this is not the end for the Portman name, which has been in the travel industry since 1959. It will replace the parent company formerly known as Mawasem Travel and Tourism and start as Portman Travel Group.
Pat McDonagh, CEO of Clarity, said: “Today marks the dawn of our future - a future in which we pioneer a brighter approach to business travel. Our TMC stands apart thanks to our ambitious, fearless and focused approach in which we are committed to finding the most innovative way to do global business travel.”
Sign up to BBT’s twice-weekly newsletter