Travelzoo is altering its brand identify in China to improve its relevancy with what the deals publisher calls "discerning Chinese consumers".
Travelzoo Asia Pacific, a licensee of the Travelzoo brand, will use the name Travelzoo Lv You Zu on its Chinese site and elsewhere from this week.
The additional characters on the brand name roughly translate to "travel community", Travelzoo says after working with branding and design firm Landor.
The company has also set up a redirect to Travelzoo.com.cn from LvYouZu.com.
"The enhanced visual identity is designed to target an emerging culture of individuals in China who are passionate about travelling, and who are savvy with their lifestyle choices," the company says.
Travelzoo offloaded its loss-making Asia-Pacific division in October 2009, with a view to it being a licensee of the main brand, in a rather cosy deal to its then CEO Holger Bartel's brother Ralph, who was also chairman of the company at the time.
The management structure has simplified somewhat since then, with Ralph Bartel now a director of Travelzoo Inc and brother Holger now company chairman and Chris Loughlin CEO.
Tinkering with western brand names to appeal to the cultural nuances of the Chinese market is nothing new in travel - with TripAdvisor probably the most high profile brand in China to operate under the name DaoDao.