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The company has moved to capitalise on the Flight Centre brand’s strong global recognition by:
– Rebranding its off-street FCm Executive Leisure businesses in Shanghai and Hong Kong; and
– Launching a new Flight Centre branded website in China to help direct and drive customer enquiry
– Implementing a new marketing and promotion strategy to drive customer enquiry through print and web marketing
Flight Centre Hong Kong and Shanghai will be closely aligned to FLT’s larger FCm Travel Solutions corporate travel businesses in Mainland China and Hong Kong.
Like the former FCm Executive Leisure businesses in Greater China, the Flight Centre businesses will be based in off-street locations within existing FCm premises in Shanghai and Hong Kong. The company does not currently intend to develop standalone Flight Centre shopfronts in Hong Kong or Mainland China.
Flight Centre Limited executive general manager Greater China David Fraser said the rebrand would help to fill a gap in what was currently an underserviced market.
“The rebrand of FCm Executive Leisure to Flight Centre means our existing and new customers will have the added benefit of a specialist leisure provider with an extensive breadth and depth of travel product,” Mr Fraser said.
“Flight Centre has an extremely strong global presence in leisure travel and our aim is to capitalise on this by offering the brand’s unbeatable combination of price, product and service in the Greater Chinese leisure market.”
Today FLT has a global network of more than 2,000 stores and 12,000 staff worldwide. The company operates 15 retail, corporate and wholesale brands making it Australasia’s largest and most successful travel retailer and one of the world’s fastest growing travel groups. Flight Centre recently was judged Australia’s 14th most valuable brand with a worth of $630 million (Interbrand).
Mr Fraser said that with a core market already established among China and Hong Kong’s expat communities, FLT had developed in-depth knowledge of the local market.
During the eight years of operation in Greater China, FLT has gained brand recognition and strengthened its corporate travel market share with the 2002 acquisition of Hong Kong travel management company American International Travel and subsequent joint venture with China Comfort Travel in Beijing, Shanghai and Guangzhou.
FLT has further expanded its service capabilities in Greater China by increasing its ownership stake in the joint venture to 95 per cent and also by establishing a wholly-owned ticketing agency in Beijing and a full service conference and event management business – CiEvents in Shanghai.
Mr Fraser said that over the years Flight Centre had been consistently recognised as both the top travel agency and top employer in many countries across the globe. “We look forward to providing the same outstanding level of service and value to customers as we expand our business throughout Greater China,” he said.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
