Flightcentre aims to refocus brand

Cheap holiday operator Flightcentre is being revamped in the UK as part of a global relaunch of the brand to focus more on consumer service and experience as well as its low prices.

The overhaul will be supported by press ads and a rebranding of its website and shops. The strategy was first implemented in Australia three months ago and has also been rolled out to New Zealand and South Africa.

Flightcentre UK’s commercial and marketing director Novac Brent says the company will retain its price guarantee policy but will place more emphasis on its low price message. He says: “It will give our customers more information on who we are and what we stand for and promote the fact that all our advisers are trade specialists.”

The company is part of Flight Centre Limited, which is based in Australia and now has more than 1,500 shops and businesses in nine countries across the world. It offers a full service for leisure and business travellers through its retail and corporate brands in Australia, New Zealand, US, Canada, South Africa, China and the UK.

Flightcentre operates 90 high street centres in the UK including Glasgow, Birmingham and Brighton.

The company’s corporate travel management network, FCm Travel Solutions, extends to more than 40 other countries through strategic licensing agreements.

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