General Tours Re-Brands as Alexander+Roberts

General Tours World Traveler has changed its name to Alexander+Roberts and unveiled a new logo and tagline. The name comes from the first names of founder Alexander Harris and current president Robert Drumm who purchased the company in 1992. The new tagline, “Original Journeys since 1947”, refers to the tour operator’s heritage as a founding member of USTOA and the upscale style of its trips. Drumm said a new brand was needed to reflect “our unique offerings, our distinctive personality and the demands of today’s traveler.” The new logo was unveiled last week on the company’s website and will be incorporated into its first stand-alone catalogs to Africa and Antarctica, to be published next month.