Travel Innovation Group launched to unite Lime, Calrom and Aviate

March 13th 2018

Flight consolidators Lime and Aviate, and technology provider Calrom have unveiled a new overarching group brand - Travel Innovation Group.

Following a period of major growth, which sees the businesses working with over 50 major airlines in 2018, the companies have undergone a full brand development programme designed to help them build on their current success and expand into new markets. Since inception each of the three companies have been built on innovation and the new brand reflects this, providing a platform for future development and helping customers see the breadth of the offering across Aviate, Lime and Calrom.

Travel Innovation Group will introduce several exciting products to target new markets in 2018, which will help the three companies reach over £200m turnover for 2017/18.

The brand development programme has included the creation of a new website for Travel Innovation Group, which will be live from Tuesday 13 March, as well as a new logo. The creative is focused around a sleek, modern simplistic design, incorporating colours from across all businesses in the group, symbolising the businesses working together. Michael Edwards, managing director of Travel Innovation Group, said:

“These developments are reflective of our considerable growth in the last few years. We have introduced several new products, including regional and short haul flying and a members-only Aviator Club. To support this, our teams have grown 300% over the past year, with over 200 employees at the end of January...

“We needed a new brand that better encapsulated our growing organisation and our expert teams, one which could also reflect the type of products that we’re going to be bringing to market in 2018 and beyond.

“We’ve come out of the process with a brand that captures the innovative nature of all our businesses and showcases our three complementary companies.

“Our current customers won’t be affected by the rebrand. They are still dealing with the individual companies they’ve come to know and trust. This will just enable us to operate more intuitively from a group perspective.”

The rebrand was implemented by Travel Innovation Group’s in-house marketing and design teams. For more information, visit

Timeline of the growth of Lime, Calrom and Aviate


Lime was launched providing a search, booking and ticketing service to the UK trade for British Airways Inclusive Tour fares followed quickly by British Airways Group fares


Lime enhanced its British Airways offering launching Seat Only and Published Fares


Calrom was established to develop technology that would support the relationship between Lime and British Airways


Aviate was launched offering UK Inclusive Tour and Seat Only fares on behalf of a range of airlines


Lime expands into the North America Groups market with British Airways


Aviate introduced its Groups offering, broadening the company’s reach beyond the travel trade with the introduction of a group flight booking service

Lime expands its North America Groups service to Iberia


Qantas adopts Groups Next Gen as its group management platform for the Australia market


Aviate launched Virgin Atlantic Flightstore, providing access to the best possible trade fares for Inclusive Tour, Seat Only, Cruise, Published Fare and Groups for both Virgin Atlantic and Delta Air Lines

Groups Next Gen is implemented into additional markets for Qantas; New Zealand, Singapore, China & Hong Kong, Japan, USA & Canada, and the UK.


The Qantas implementation of Groups Next Gen wins the Best Travel Agent Technology Innovation category at the AFTA awards.


Lime & Aviate, and Calrom moved into new headquarters at World House, Ellesmere Port, Cheshire, and Springfield House, Wilmslow, respectively.

Aviate launched their short-haul and regional flying offering.

Aviate launched Aviator Club, an exclusive rewards offering for Tour Operators.

Calrom established a new office in Lahore, Pakistan.


Travel Innovation Group launched to unite the three companies.