Flight Centre Travel Group’s independent agency network Envoyage recently brought travel leaders and members together for its Amplify personal development event series to discuss brand-building and storytelling at FCTG’s Brisbane HQ.
Sponsored by Explora Journeys, Envoyage Global Head of Brand & Marketing Allie Sparr led the discussion with a keynote presentation on the impact of branding.
Sparr spoke about the importance of brand consistency, customer connection and authentic storytelling, noting that 95 per cent of purchase decisions are influenced subconsciously.
“It’s not about chasing short-term spikes in sales, it’s about standing out and staying relevant,” she said.
“Investing in your brand is an investment in your business growth. Advisors and agencies who consistently focus on clear and authentic branding – supported by the right tools, content and guidance – are better positioned to connect with clients, inspire trust and grow sustainably.”
A robust panel discussion followed with National Travel Group Director David Sumich, Mind & Body Travel Director Mark Hodgson, Infinity Holidays BDM Adam Dickson and Explora Journeys Business Relationship Lead Sam Langton sharing how branding and purpose translate into client impact.
Langton said consistency is key: “Keep telling your brand story; even when you think it isn’t working. You might not see it in the short term, but you are planting a seed and it will grow. Be consistent and believe in your brand.”
Sumich spotlighted the value of holistic customer care: “It’s not just about the trip – it’s the full journey. National Travel Group’s My Travel App ensures our travellers feel supported every step of the way.”
Hodgson echoed this customer-first mindset, emphasising the emotional role of travel. “Travel should nourish the soul and help people grow. Our brand speaks to that, using emotionally resonant language to guide our clients toward experiences that truly matter,” he said.
Envoyage’s next Amplify event will be held on 19 June 2025. Find out more here.
