Travel Innovation Group Press Release

Travel Innovation Group launched to unite Lime, Calrom and Aviate


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


  • 2003 – 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
  • 2006 – Lime enhanced its British Airways offering launching Seat Only and Published Fares
  • 2007 – Calrom was established to develop technology that would support the relationship between Lime and British Airways
  • 2009 – Aviate was launched offering UK Inclusive Tour and Seat Only fares on behalf of a range of airlines
  • 2010 – Lime expands into the North America Groups market with British Airways
  • 2012 – Aviate introduced its Groups offering, broadening the company’s reach beyond the travel trade with the introduction of a group flight booking service
  • 2012 – Lime expands its North America Groups service to Iberia
  • 2014 – Qantas adopts Groups Next Gen as its group management platform for the Australia market
  • 2015 – 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
  • 2015 – Groups Next Gen is implemented into additional markets for Qantas; New Zealand, Singapore, China & Hong Kong, Japan, USA & Canada, and the UK.
  • 2016 – The Qantas implementation of Groups Next Gen wins the Best Travel Agent Technology Innovation category at the AFTA awards.
  • 2017 – Lime & Aviate, and Calrom moved into new headquarters at World House, Ellesmere Port, Cheshire, and Springfield House, Wilmslow, respectively.
  • 2017 – Aviate launched their short-haul and regional flying offering
  • 2017 – Aviate launched Aviator Club, an exclusive rewards offering for Tour Operators
  • 2017 – Calrom established a new office in Lahore, Pakistan
  • 2018 – Travel Innovation Group launched to unite the three companies





For further editorial information please contact Anna Asamoah or Sarah Howarth on 0161 850 0565 or at /


Notes to Editors



Following a change in British Airways’ UK trade sales strategy in the early 2000’s, Michael Edwards, Lime’s current Managing Director, spotted an opportunity to fill a gap in the market to provide a search, booking and ticketing service to the UK travel trade seeking British Airways tickets.


Today, the company is stronger than ever, taking on new projects for British Airways as well as IAG partners in the UK and the US. In 2017, Lime’s portals generated more than 580,000 tickets.




Award winning technology provider Calrom was established in 2007 to support the relationship between Lime and British Airways.


Calrom has a proven track record of delivering innovative solutions to complex business challenges within the airline industry, including a world-leading, end-to-end booking group management platform, Groups Next Gen, which is used by Qantas on a SaaS basis.


Following business expansion, the company has supplemented its Wilmslow head office with training, development and support offices in Manchester, Sydney and recently expanded into Lahore, Pakistan.




Established in 2009, Aviate provides a search, booking and ticketing service to the UK travel trade and now offers fares on behalf of more than 50 major airlines.


In 2012, Aviate Groups was launched, broadening the company’s reach beyond the travel trade with the introduction of a B2C booking service.


Aviate further broadened their product range in 2015 with the takeover of the Virgin Atlantic Flightstore operation, enabling them to offer a dedicated search, booking and ticketing service to the UK travel trade for Virgin Atlantic and Delta Air Lines nett fares.


Aviate continues to innovate and has a number of exciting product launches planned for 2018.