But despite a tough year with sharp restrictions on travel, there are no external changes behind the name change.
– On the contrary, this is about becoming stronger within ourselves, says the company's CEO Jens Grafström.
The golf trips started as a side project at the business travel agency AKI Travel in Borås. That's where the name came from when the company AKI Golftravel was registered in 2005. Fifteen years later, they are their own golf travel agency with five full-time employees and last year had a turnover of 34 million kronor.
As we have developed from a side business to becoming one of Sweden's leading players in tailor-made golf trips, the desire for our own identity has also grown stronger. And that is the step we are taking now.
– We have been working on the name change since 2019. This spring we had to postpone the launch for obvious reasons, and 2020 has been as difficult for us as for the rest of the travel industry. But we are prepared for tough fluctuations and now the new identity will be a mark that we are landing on our feet, says Jens Grafström.
Under the new name Golftouren, we will continue to tailor everything from dizzying dream trips to simpler golf trips where there is always room for special requests.
In the long term, the changes will be more unique destinations and golf trips with a twist. But for now, it is too early to release any details because the corona pandemic has also put a stop to their own trips. And Golfturen only sells trips to golf destinations, hotels, courses and resorts they have tried themselves.
For Jens Grafström and his colleagues, the transformation into the Golf Tour feels like a welcome boost of energy after a season full of booked trips that had to be canceled or postponed.
– This will be a boost and a new lease of life for us internally as well. Although no one can say when everything will be back to normal, we are extremely excited to meet our customers and take them out into the world to play golf, he says.
The business and group travel agency AKI Travel continues as usual.
