New Global Catchphrases – Centres for Travel – Mark the next chapter of the iconic travel retailer.
Signaling a new era in the evolution of flight centre travel brands, the group today announced your travel centre: your travel centre.
According to Andrew Stark, global managing director at Flight Center, the catchphrase is the latest move in an ongoing brand modernization strategy.
“When people think about travel, we want them to think of flight centres. When they want to fly, stay, cruise or tour, a flight centre is a travel centre,” Stark says.
“Part of our success over the last 43 years (31 years in South Africa) is our ability to continuously evolve our customers' needs, so our new catchphrases position our flight centres exactly where we need them. In our own league as a full-service travel retailer via the global shop network, bookable products online, and apps.”
Megan Henderson, the brand's newly appointed global marketing director, said this latest change is part of a journey to continue to meet customer demand and reaffirm the brand value of the flight center .
“Flight centres are more than just flights and have come a long way since the devastating day of the 1980s as a discount travel specialist in Australia.
“Today, we are Australia's most trusted travel agency* and we know that trust and human connection is a key difference for a brand,” says Henderson.
The launch of Flight Center's global catchphrase is also warmly welcomed by founder and global CEO Graham “Skroo” Turner.
“I have been a significant share of brand presentations over the years and I feel this really resonates with the customers.
“We sold tours as a top deck trip and then opened a flight centre in Australia when we could really disrupt the industry with discounted airfares. Today we have tours, accommodations, and more. , cruises, car employment, travel insurance, and more than just flights, or centres, for travel.
For Antoinette Turner, general manager of South Africa's flight centres, the change reflects the fundamental values that drive teams every day. “We pride ourselves on providing reliable advice, unparalleled service and competitive travel transactions to all South Africans. Our global network really sets us apart, and we are terrestrial. “We can leverage our expertise and volume-driven values at our company to ensure the very definition of a dedicated, full-service travel partner,” Turner says.
*Roy Morgan Risk Report, February 2024 and August 2024.
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