Major Travel Management Company Forced to Change Name After 15 Years

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La Jolla’s Travel Dynamics Group Becomes CADENCE

"...the name [Cadence]captures the agency’s proven ability to never miss a step when handling our travel."

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After 15 years, a sudden name change is coming to of one of the largest travel management companies in the country, based in La Jolla, California. Travel Dynamics Group, known for handling corporate travel, leisure vacations, business meetings, incentive trips and events, found itself in a tricky situation last year. Located in New York, a company named Travel Dynamics International held the trademark rights to the name, “Travel Dynamics,” and required that Travel Dynamics Group change its name.

“We were stunned,” said Wendy Burk, CEO of the agency formerly known as Travel Dynamics Group. “Suddenly, we had to create a new identity that captured who we are, something that works for our existing clients and our future clients. And we had to move quickly.”

Travel Dynamics Group turned to Virtuoso, the by-invitation-only luxury travel network, within whom the agency holds a membership. Virtuoso challenged Keith Waldon, the network’s Vice President of Business Development, to utilize Surnami, a brand development company co-owned by him. Surnami created the Virtuoso brand, as well as many other luxury travel brands. Ultimately, the new name chosen was CADENCE, with the tagline “A World Of Travel, In Sync With You,” and the new website address is

“We chose CADENCE because we were looking for a strong, forward-thinking name that captured the notion of precision, attention to detail, and the careful orchestration of travel, “said Burk. “The new logo and tagline further communicate that our agency is focused on customized travel solutions for our clients, no matter what their specific needs may be.”

What do some of the company’s clients think of the new name? One high profile client has already embraced it stating that they love the name CADENCE for the agency. “We fully rely on the professional travel advisors at CADENCE to manage all of our travel needs, which are complex and vital to our success of our organization. I think the name captures the agency’s proven ability to never miss a step when handling our travel.”

About Cadence:
CADENCE handles every travel related necessity, from meetings & incentives to all corporate related travel needs. Countless Cadence clients receive the benefits of their star-studded partnerships, as with the exclusive Four Seasons preferred partner program, The Ritz-Carlton Stars program, The Mandarin Fan Club and Virgin Galactic Space Travel, just to name a few. CADENCE also provides full-service leisure travel planning, which includes the outstanding vacation experiences available through the Virtuoso luxury travel network. Clients enjoy complimentary upgrades, special amenities and VIP treatment around the world, as well as insider travel planning to ensure that every trip is flawless and rewarding. CADENCE is in the process of revamping its marketing collateral, website and other brand extensions, assuring that this time all of the trademark registrations have been filed properly. “We plan on marching forward as CADENCE for many, many years to come,” said Burk.


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Wendy Burk, CEO
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