Flight Centre Travel Group has rolled out a new retail brand aimed squarely at its independent network of agents, under which the division aims to power its future growth objectives.
Known as Envoyage, the name is a portmanteau of envoy and voyage – two notions of travel FCTG Independent is aiming to connect, with the bridge in the logo representing the journey agents go on in planning worldly adventures for their clients.
Flight Centre Travel Group Global Leisure CEO, James Kavanagh, said he’s aiming for the new independent brand to become “a global powerhouse” and the most recognised independent travel brand in the market.
“Independent travel has been one of the fastest growing divisions for us in recent years,” Kavanagh said.
When quizzed on how FCTG Independent’s other brands will fit around the new label, FCTG Global MD of Luxury and Independent Brands, Danielle Galloway, said one of the many benefits of the Envoyage brand is the ability for agents to take on as much of it, or as little, as they wish.
“Over the years we have built and acquired a number of international businesses and nurtured the tremendous potential we see in the independent travel space,” Galloway told travelBulletin.
“Now, we’re taking the opportunity to reset and commit to the future of our independent business through Envoyage.
While Envoyage will replace FCTG Independent as an operating division of the broader Flight Centre Travel Group, sub-brands including Travel Partners, Travel Associates at Home and Travel Managers will remain as they are – if agents operating under them choose not to adopt Envoyage for themselves.
Galloway said Envoyage’s brand proposition is “compelling, memorable, versatile and conjures a sense of aspiration”.
“Being part of Envoyage will offer agents the best of both worlds – the freedom of running their own business their way, coupled with the power of a truly global brand and community,” Galloway said.
FCTG said Envoyage will eventually branch out into dedicated extensions focusing on corporate and luxury travel.
FCTG Independent will begin Envoyage’s global rollout from next month, with the USA first to welcome the brand, followed by Canada, Australia, New Zealand and South Africa.
