Brand Looks to Clients for Insights and Incorporates Data into Redesign Strategy
New York, NY – March 5, 2018 – Corporate Traveler, a corporate division of Flight Centre Travel Group, is kicking off its 25th anniversary of doing business globally with a new look and feel. The brand’s refresh reflects client insights that were gathered during a focus group that surveyed six of the brand’s international markets. The results yielded a more modern and sophisticated brand identity. Corporate Traveler’s signature watermelon color will remain – a sign that while the company is enhancing its technology, it is still playful, fresh, and its emphasis is still personal service.
Corporate Traveler specializes in business with small- to medium-sized travel spend, and its ability to provide custom solutions with a personal touch is a key differentiator of the brand in that space. “Our clients are the core of the growth we’ve been experiencing, and we are incredibly fortunate to be in true partnership with them. It was important for us to get their feedback before embarking on the next stage of Corporate Traveler,” said Amanda Vining, President, Corporate Traveler, USA.
“The overhaul of our look and feel really represents new enhancements in technology and service that will drive us through our next decade of business. Corporate Traveler is continually delivering on ways to enhance the traveler experience,” said Charlene Leiss, President, Flight Centre Corporate Brands, USA.
In addition to the US, six other markets where Corporate Traveler operates participated in the insight gathering that shaped the redesign. These included Australia, Canada, UK, India, South Africa and New Zealand. From the brand’s overall look and feel to the importance of different technology features, client feedback was key to the strategic direction of the update. The focus group enabled the brand to remain in tune with its customers’ needs while planning its transformation.
“We wanted it to be representative of both how our clients feel about us and what resonates most with them. It was time to look within and take a new approach to what our brand aesthetics communicate and ensure it is in line with what we strive to deliver,” said Vining.
Potential logos, different fonts and several personality traits where evaluated by the group of customers, and their opinions played a significant role in the final outcome. Words such as sophisticated, professional, trusted and contemporary were unanimously agreed upon and incorporated into the brand’s strategy. The refresh includes a new website, and the updated brand personality will be reflected across all of Corporate Traveler’s customer touch points, including its client portal, social media channels and travel newsletters.
In addition to customer insights, the brand’s new modern look and feel also represents an impressive history of growth worldwide and the US. In 1993 the brand was launched as Flight Centre Travel Group’s first-ever business travel operation in Australia, with a single travel manager. More offices were added in New Zealand and around Australia between 1994 and 1996, and two years later Corporate Traveler’s first South African operation was established. In 1999, the brand was introduced to the UK, and in 2000 operations in the USA and Canada commenced.
For more on Corporate Traveler and a look at the execution of the refresh visit www.corporatetraveler.us.
About Corporate Traveler
Corporate Traveler provides a unique blend of expert travel management service and technology to over 1,400 small- to medium-sized businesses and 50,000 travelers nationwide. With 46 teams across 20 U.S. locations, Corporate Traveler is dedicated to making corporate travel simpler, faster, and easier. A part of Australia-based Flight Centre Travel Group (ASX: FLT), the company is globally connected, but locally focused. Its technology and people deliver custom solutions that help businesses succeed.
Carla Caccavale Reynolds for Corporate Traveler, 914-673-0729, CarlaCaccavalePR@gmail.com