Targeting travellers aged 18 to 35, Flight Centre Travel Group (FLT) will launch a new brand called Universal Traveller (UT).
The new brand effectively takes over from FLT’s Student Flights business, whose 52 Australian stores will be rebranded to UT early in the 2019/20 fiscal year.
It also expands upon Student Flights by offering tailored and exclusive products to a wider range of travellers.
FLT managing director Graham Turner said that Student Flights’ customer base and products had changed significantly since its launch in the mid-1990s, but the brand’s “evolution into a full service agency ... was not reflected in the brand name”.
“This was hampering its growth potential.”
“We believe Universal Traveller more accurately reflects the brand’s specialisation and will resonate with the broader customer base of students, backpackers and young professionals that its core products are targeted at and will appeal to.”
Along with Student Flights’ youth-focused fares, UT will offer personalised products across six categories, comprising flights, FIT (fully independent traveller), touring (especially with Contiki and Topdeck), adventure, festivals and ancillary, which includes tailored insurance.
Student Flights’ colours and ‘Never Stop Travelling’ tagline will remain unchanged.
FLT hopes to grow the UT network in the future, especially in shopping centres.
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