Amex GBT’s marketing lead: A tighter budget means we have to ‘think differently, relentlessly’
With a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.
The travel industry has been going through a period of intense transformation over the last 10 years. The advent of new technologies, the pandemic and the changing demands of travellers have fuelled a new era of consumer needs and expectations.
The same is true for those travelling for work. Over the past decade, Amex Global Business Traveller (GBT) has invested $1.6bn (£1.2bn) in new technologies to improve customer experience.
Having made these changes, former Barclays marketing director Rich Atkinson-Toal was brought in as vice-president of global marketing and brand in May 2023. His brief was to communicate the investment in a way that was “interesting, unique and different”. He says the “stage was set” for him to shape the company’s B2B marketing strategy, but the “stage was blank”, so he had to get creative.
