Global Travel Collection to Retire Legacy Brands in Strategic Rebranding Move
Global Travel Collection (GTC), the luxury division of Internova Travel Group and ranked tenth on Travel Weekly’s Power List, announced plans to retire its long-standing legacy brands Protravel International, Tzell Travel Group, and Altour. The company, supporting over 1,500 advisors and generating $2.4 billion in annual sales, has pursued brand unification for several years under the leadership of President Angie Licea.
A History of Iconic Brands
Protravel International originated in 1984, founded by Priscilla Alexander. Tzell Travel Group’s roots trace back to the late Barry Liben, who invested in the agency in 1977 and served as CEO for more than four decades. Tzell merged with Internova (then Travel Acquisitions Group) in 2008. Protravel joined Internova, known at the time as Travel Leaders Group, in 2012. In 2017, Travel Leaders Group merged with Altour, established by Alexandre Chemla in 1991. Licea emphasized the importance of these brands’ histories, recognizing their distinct cultures and the iconic leaders who shaped them. She explained that the company does not seek to erase the past but rather integrate it into its future direction. “We want to acknowledge where everybody came from while becoming one unified brand to meet today’s market,” she said.
Steps Toward Unification
The process to unify the brands began with establishing GTC as an umbrella identity over the legacy names. This effort included integrating operations and infrastructure and fostering a cohesive community among the advisors. The GTC name, created six years ago, was purposely neutral, allowing all members to feel included without favoring any one legacy brand.
Licea compared this strategy to airline consolidations, such as United Airlines maintaining Continental’s presence after a merger: “We hope to blend the best aspects of each agency into a new culture that reflects the past but builds the future.”
Focus on Growth and Innovation
Looking forward, GTC plans to invest in technology, artificial intelligence, and resources that support advisors’ business growth. The company highlights the achievements of its top 15% of members, who participate in “The Circle,” a growth accelerator program. In 2026, 232 advisors qualified for The Circle with annual sales exceeding $3 million. The network booked nearly 900 trips valued at $100,000 or more last year, including a single booking worth $2.6 million.
In addition to the rebranding, GTC will maintain “In the Know Experiences,” a brand dedicated to supporting new advisors as they develop their careers. GTC remains an active member of the Virtuoso network.
Industry Introduction and Member Sentiment
Initially, the GTC brand held little recognition, as leadership focused on maintaining harmony among the legacy brand communities. Over three years, Licea built the GTC identity through consistent industry presence, such as at the International Luxury Travel Market (ILTM) events. Recently, GTC has gained broader recognition without the need for extensive explanation.
Although some members were hesitant about letting go of familiar brand names, the company reports minimal resistance during the unification process.
Commitment to the Next Generation
Beyond business goals, Licea is committed to supporting the travel industry’s future workforce. GTC has produced a television show aimed at uplifting travel advisors industry-wide and attracting new talent. The company plans to nurture new generations of advisors, recognizing travel’s significant role in the global economy, which comprises about 10% of GDP.
“We want a strong pipeline of professionals ready to carry on this important work,” Licea stated. She emphasized the industry’s vast opportunities and its value to both travelers and advisors.
The emerging Global Travel Collection brand will retire its established names to present a united identity. It seeks to combine their rich histories while focusing on future innovation, growth, and sustainability in travel advisory services.
Published: April 21, 2026
By Jamie Biesiada for Travel Weekly
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