New global tagline – Your Centre for Travel – marks next chapter for iconic travel retailer.
Signalling a new era in the evolution of the Flight Centre travel brand, the Group has today unveiled its new global tagline: Your Centre for Travel.
According to Flight Centre Global Managing Director Andrew Stark, the tagline is the latest move in an ongoing brand modernisation strategy.
“When people think travel, we want them thinking Flight Centre. When you want to fly, stay, cruise or tour, Flight Centre is your centre for travel,” says Stark.
“Part of our success over the past 43 years (with 31 years in South Africa) has been our ability to continually evolve with our customers’ needs so our new tagline today positions Flight Centre exactly where we need to be; in a league of our own as a full-service travel retailer with a global shop network, bookable product online and via an app.”
Megan Henderson, the brand’s newly appointed Global Head of Marketing said this latest change is part of a journey to continue to meet customer demand and reaffirm the brand value of Flight Centre.
“Flight Centre is so much more than just flights and we have come a long way since our disruptive days in the 1980s as Australia’s discount travel specialist.
“Today, we’re Australia’s most trusted travel agency* and we know trust and human connection are a key point of difference for our brand,” says Henderson.
The launch of Flight Centre’s global tagline has also been warmly welcomed by Founder and Global CEO, Graham “Skroo” Turner.
“I’ve been in my fair share of brand presentations over the years, but I do feel this one will really resonate with customers.
“We went from selling tours as Topdeck Travel and then opened Flight Centre in Australia at a time when we could really disrupt the industry with our discounted airfares. Today, we’re able to offer far more than just flights – tours, accommodation, cruises, car hire, travel insurance, you name it – and for that reason, we should be reminding customers we’re a one-stop-shop, or centre, for travel.”
For Antoinette Turner, General Manager at Flight Centre South Africa, the change reflects the fundamental values that drive the team on a daily basis. “We pride ourselves on being able to offer trusted advice, unmatched service, and competitive travel deals for all South Africans. Our global network really sets us apart, and we’re able to tap into on-the-ground expertise and volume-driven value to ensure we’re the very definition of a dedicated, full-service travel partner,” says Turner.
*Roy Morgan Risk Report, February 2024 and August 2024.
