Reinventing heritage to unlock new growth

For decades, heritage companies have built their success on trust, familiarity and customer ties that have lasted across generations. In today's competitive and fast-moving market, long established brands must preserve what defines them while evolving to meet the expectations of a new generation of customers.

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Several of this year's E50 winning cohort demonstrate that this balance is possible. Take EU Holidays for example. It has emerged from the Covid-19 pandemic transformed.

Once known for its signature "Go Europe, Go EU" positioning, the company made a deliberate decision to break out of the mould. Today, its portfolio extends well past outbound tours covering regional markets, online travel services and even F&B ventures, including three Killiney Kopitiam franchise outlets.

It founded the Singapore Ski & Snowboard Academy in late 2021 which trains aspiring athletes and even sponsors underprivileged students on skiing trips to Switzerland.