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FCM Unveils New Brand Identity

With the global pandemic causing a seismic shift in the business travel industry, FCM has made it a priority to address customers’ pain points and their travel programmes by investing in new technology, rapid implementation, enhanced account management and sustainable and secure travel. As a result, FCM has transform its brand identity and adopted a fresh approach to developing a new tech platform.

FCM’s bold new look is designed to showcase the brands’ distinctively flexible and unconventional approach to providing agile travel management services to its customers globally and locally. The end-to-end rebrand has been launched in 97 countries across all websites, customer communications and social media platforms. 

A core component of the announcement is that FCM is forging ahead with development of a ground-breaking proprietary technology that directly targets customers’ pain points with current and legacy corporate travel technology.

FCM’s Global Chief Technology Officer Adrian Lopez said the vision for the platform is based on addressing six key pillars: a globally consistent booking experience; always available travel assistance; traveller safety and wellbeing support; sustainability; AI powered reporting and savings, and flexible integration capabilities.

“The development of FCM Platform’s core experience is already well advanced, including a new proprietary online booking solution planned for key markets and integration of AI enhanced chatbot tool Sam as the digital ‘avatar’, providing live chat and real-time assistance across all of the platform’s channels,” Lopez said.

With powered-up features like AI powered reporting, allowing a search experience similar to that of Google for actionability of data, customers in several regions around the globe have a lot to look forward to as they begin testing the FCM Platform prior to the first phase of onboarding later this year. 

“We are very excited to unveil FCM’s new brand and also to reveal that 2021 will be a landmark year with the launch of our ground-breaking proprietary technology platform,” said Marcus Eklund, Global Managing Director, FCM.

“Our customers tell us that FCM is unlike any other TMC, that we have a flexible approach and don’t box them into solutions. Our DNA is very different and we have always prided ourselves on having an alternative mindset. But that wasn’t historically reflected in our brand identity. It was time for FCM to stand out in the market as a true alternative to the traditional service offering of large global TMCs, or the digital-only business travel offering of the tech disruptors.”

“The identity refresh is just the beginning of a wave of strategic initiatives ready to be rolled out, both internal and external, by leveraging our technological expertise to create solutions and practices that will help our stakeholders at large. With this development we aim to honour the community and help them meet their expectations.  It’s not just a colour change, it also represents our ethos, our people and our alternative mindset that makes us stand apart” said Rakshit Desai, Managing Director, India, Flight Centre Travel Group.

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