Luxury small-ship operator Unforgettable Croatia has a refreshed brand identity and new-look website as part of Unforgettable Travel Company’s 10th anniversary celebrations.
From its beginnings around the living room table of founders Graham and Julia Carter, Unforgettable has grown over the past decade into a thriving, family-owned multinational business with offices in London, New York, Split, Athens, Cape Town, and Melbourne. The business operates Unforgettable Travel, Unforgettable Croatia, Unforgettable Greece and Cruise Croatia, and is now known for creating tailor-made luxury journeys that combine innovative experiences with highly personalised service.
The Human Touch
At the heart of the new brand is a simple belief which has become the driving philosophy of the group: truly unforgettable travel experiences demand a human touch. Unforgettable’s travel specialists are trusted experts who understand that every journey should be shaped by curiosity, connection and authenticity. The refreshed identity reflects how they listen first – asking questions and understanding ambitions – before carefully crafting bespoke itineraries that bring these to life. In doing so, they capture the spirit of each destination and help clients discover authentic travel experiences in a seamless and personalised way.
From navigating the new-look websites – now live at www.unforgettablecroatia.com – to speaking with its passionate travel specialists, every touch point is designed to be authentically human. The new logo incorporates a subtle fingerprint, a symbol of individuality and the human connection found at the heart of the company.
“Reaching 10 years is a proud milestone,” said Graham Carter, co-founder of Unforgettable Travel Company and Unforgettable Croatia. “Julia and I are proud of how far we’ve come, but even more excited about what lies ahead. Our new brand embodies the authenticity, expertise, dedicated hospitality and human touch that have always been at our core, all possible thanks to the incredible people in the Unforgettable family. It is this combination that lays the foundation for the next decade of unforgettable journeys”.
“The travel trade has been integral to our growth over the past 10 years, and we place immense value on the partnerships we’ve built with exceptional agents across the US, UK, Australia, and beyond. We look forward to strengthening these relationships further and forging new ones as we continue to expand.”
A Decade of Growth
- From a two-person start-up in 2015 to a multinational business with 80 employees and six offices worldwide
- Starting as a Croatia specialist and expanding to host more than 37,000 clients on journeys across more than 50 destinations
- Consistent year-on-year growth across the decade, with 150% growth in trade revenue in the last two years alone
- From a small ship specialist to a market-leading cruise company with a fleet of seven ships in Croatia
- More than 2500 5* Feefo and Tripadvisor reviews to date
- Recognised with accolades including:
- Top five in the Reader’s Favourite Tour Operators category in Travel + Leisure World’s Best Awards (2025)
- Best Luxury Travel Companies by Spear’s Magazine (2025)
- Best Specialist Cruise Line at The Wave Awards for two consecutive years (2023 & 2024)
- 7th Best Cruise Line in the World (Small Ship) in the Condé Nast Traveler Readers’ Choice Awards (2025)
- Individual recognition for Graham Carter in the Travel + Leisure A-List, Condé Nast Traveler Top Travel Specialists and Spear’s Best Travel & Holiday Advisers (2025)
What Lies Ahead
Unforgettable Travel Company is excited for an ambitious new chapter as it moves into its second decade. The commitment to trade partners remains central to Unforgettable’s strategy, including in Australia where Unforgettable Croatia has a dedicated team based in Melbourne.
To further strengthen these relationships, Unforgettable Travel Company is expanding its trade team, including a new role for a B2B Marketing Manager, and in 2026, agents will have access to a dedicated Trade Portal and a new mobile app.
Q&A with Unforgettable Croatia Co-Founder Graham Carter:
Q: Why was now the right time to rebrand?
A: “Marking 10 years felt like the perfect moment to look ahead. We’ve grown from a small family business to a multinational company. Our brand needed to reflect not just where we’ve come from, but what we have achieved and where we’re going in the next decade.”
Q: What do you hope the new identity says about Unforgettable Travel Company?
A: “I hope people see authenticity, warmth and genuine expertise in everything we do. The new identity is a celebration of the human side of travel. It’s fresh and contemporary, yet still keeps our value of personal service at the core.”
Q: Why did you incorporate a fingerprint for the new logo?
A: “The fingerprint is a simple but powerful symbol. It represents individuality and reminds us that no two journeys are ever the same. For us, it’s about the human touch: the personal connections we bring to every trip we design.”
Q: What role does trade play in your future growth?
A: “The trade has been essential in driving our success and will be even more central as we move into our next decade. With a dedicated trade portal on the horizon, we will continue our commitment to and strengthen our support for our valued partners.”
