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What the…? Now Flight Centre is changing its name

September 23, 2013 Corporate, Headline News No Comments Email Email

egtmedia59News that Flight Centre is to change its name will elicit the question “why?” from many in the travel industry. Flight Centre seems about the perfect name. Some years ago, the company fine-tuned it by lopping off the final ‘s’, changing the word Centres to the singular, Centre.

Since then, the name has stood throughout the world, as the travel company, Australia’s biggest, continues its successful and profitable course.

Now, however, Flight Centre wants to highlight the fact that it offers more than airfares. It will adopt the longer name Flight Centre Travel Group, if shareholders approve the proposal at the firm’s annual general meeting in October.

Managing director Graham Turner feels the new name will better reflect the company’s evolution into a retailer of holiday and corporate travel products as well as flights.

Rival travel group Jetset Travelworld (JTG) is in the process of changing its name to helloworld, a move aimed an unifying its image as it corrals the Harvey World Travel, Travelscene, Jetset and Travelworld brands under a single banner.

In Flight Centre’s case, Turner points out that the company generated more than 30% of its global sales last year from corporate travel. Almost half of its sales in Australia came from corporate or niche leisure brands, rather than simple, point-to-point flights.

“The board believes the name change is in the company’s best interests and reinforces the depth of its business, a strength that is sometimes overlooked,” Turner said.

In another change, Flight Centre has appointed PriceWaterhouseCoopers partner, Robert Baker, as an independent non-executive director, effective in October subject to board approval. He succeeds Peter Barrow, who will step down after 18 years to concentrate on other business interests.

Written by Peter Needham

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