‘This one will really resonate with customers’: Flight Centre embraces new global tagline

February 3, 2025 3:31

Legendary Australian travel company, Flight Centre, has adopted a new global tagline, ‘Your Centre for Travel’.

Undertaken as a part of the business’s brand modernisation strategy, ‘Your Centre for Travel’ was developed to capture Flight Centre’s full-service capabilities as a travel and holiday provider.

“When people think travel, we want them thinking Flight Centre,” said Andrew Stark, global managing director at Flight Centre.

“Part of our success over the past 43 years has been our ability to continually evolve with our customers’ needs so our new tagline today positions Flight Centre exactly where we need to be; in a league of our own as a full-service travel retailer with a global shop network, bookable product online and via an app.”

The company’s global of marketing, Megan Henderson, added: “Flight Centre is so much more than just flights and we have come a long way since our disruptive days in the 80s as Australia’s discount travel specialist.

Credit: Flight Centre

“Today, we’re Australia’s most trusted travel agency [according to Roy Morgan’s February and August 2024 risk reports] and we know trust and human connection are a key point of difference for our brand.”

Graham ‘Skroo’ Turner, Flight Centre’s global chief executive officer and founder, also weighed in on the new tagline, sharing that he believes it will truly resonate with consumers.

As Turner put it, “I’ve been in my fair share of brand presentations over the years but I do feel this one will really resonate with customers.

“We went from selling tours as Topdeck Travel and then opened Flight Centre in Australia at a time when we could really disrupt the industry with our discounted airfares.

“Today, we’re able to offer far more than just flights – tours, accommodation, cruises, car hire, travel insurance, you name it – and for that reason, we should be reminding customers we’re a one-stop-shop, or centre, for travel.”

The brand unveils ‘Your Centre for Travel’ months after Flight Centre Travel Group officially promoted former FCM Travel global senior vice president of marketing, Scott Alboni, to global chief marketing officer of Corporate Traveller and FCM Travel.