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Monday,  April 15, 2024 8:27 AM 

"An exciting new era": Flight Centre announces “Envoyage" global brand for independent agents

  • Agency
  •   02-26-2024  10:00 pm
  •   Pax Global Media

"An exciting new era": Flight Centre announces “Envoyage" global brand for independent agents
Anita Emilio, VP and GM at Envoyage Canada. (Supplied)
Pax Global Media

Flight Centre Travel Group's Independent division says it is entering "an exciting new era" as it prepares to introduce a principal brand, called Envoyageto the market. 

According to a press release shared Monday (Feb. 26), the brand will provide "a true heart and home for independent travel agents and agencies with a polished new visual identity that reflects the Group's experienced global community, industry leading technology and comprehensive product marketplace." 

Envoyage will rebrand the Independent By Flight Centre name, confirmed Anita Emilio, vice-president and general manager at Envoyage Canada, speaking to PAX on Monday.

The rollout of Envoyage will start in the United States in March and will activate in Canada by the middle of May, she said.

Envoyage will also branch out into extensions that specialize in corporate and luxury travel. 

The name "Envoyage" combines the notion of connection through envoy and travel through voyage, the company said.  

The “bridge” in the logo represents the growth journey of travel agents and agencies "and the incredible travel journeys their customers can go on with us," it added.

Flight Centre Travel Group Global Leisure CEO James Kavanagh said a new global brand will allow the company to continue nurturing the huge potential they see in the independent travel space. 

"Independent travel has been one of the fastest growing divisions for us in recent years and the investment in our new brand signals the significant role we expect the network to play in our future business model," Kavanagh said in a statement. "It's our ambition that Envoyage will become a global powerhouse - the most comprehensive, trusted and recognized independent travel brand in market." 

Flight Centre Travel Group Global Managing Director of Luxury and Independent Brands Danielle Galloway said Envoyage is the culmination of extensive market research, industry consultation and in-depth design.  

"The new brand proposition is compelling, memorable and versatile. Our research tells us Envoyage conjures up a sense of aspiration, a feeling of security and an immediate association with travel and personalization, so it truly embodies everything our independent division is about," Galloway stated. "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." 

In the company's release, Emilio commented on the group's strategic direction and its commitment to the booming market for independent travel agents and agencies in Canada.   

She said Envoyage is not just about solidifying a position as a global powerhouse, but also about "reinforcing a robust support network deeply attuned to the unique cultural intricacies and requirements of our Canadian network."  

Emilio emphasized the importance of localized backing, stating: “Our Canadian team is passionately dedicated to delivering exceptional service—ensuring our customers are our top priority." 

"We look forward to welcoming our existing network of incredible independent agents and agencies alongside newcomers into the Envoyage family," she said. 

The roll out of Envoyage will start in the United States in March with Canada, South Africa, Australia and New Zealand to follow.

Click here to read PAX's interview with Anita Emilio, vice-president and general manager at Envoyage Canada, about the new branding.

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