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Flight Centre’s latest rebrand explained: What’s changed and why

Flight Centre has unveiled its latest global tagline, Your Centre for Travel, marking a new chapter in its evolution from budget fare disruptor to full-service travel powerhouse. The company is making it clear: whether people are flying, cruising, touring, or checking in for a getaway, it wants to be the go-to choice for booking travel.

Flight Centre has unveiled its latest global tagline, Your Centre for Travel, marking a new chapter in its evolution from budget fare disruptor to full-service travel powerhouse. The company is making it clear: whether people are flying, cruising, touring, or checking in for a getaway, it wants to be the go-to choice for booking travel.

What was Flight Centre’s old tagline?

For years, Flight Centre built its reputation on its ‘Lowest Airfare Guarantee’ promise. But as the world changed, so did the company’s messaging. Post-COVID, when travellers needed trusted advice more than ever, the company rolled out ‘Experience Our Experience‘ as a way to highlight its industry expertise and the role of trusted travel advisors in navigating an uncertain travel landscape. This tagline emphasised personalised service and deep industry knowledge at a time when travellers sought reliability more than ever. It was all about reassuring customers that, in uncertain times, experience matters.

Its new tagline, ‘Your Centre for Travel‘ takes that one step further. The new tagline cements Flight Centre’s role as a full-service travel provider that offers far more than just flights.

Why did Flight Centre change its tagline?

According to Global Managing Director Andrew Stark, the new tagline is all about staying top of mind when travellers start planning their next adventure.

“When people think travel, we want them thinking Flight Centre. When you want to fly, stay, cruise or tour, Flight Centre is your centre for travel,” Stark said.

Flight Centre MD Andrew Stark addresses the audience.
Andrew Stark, Flight Centre Global Managing Director

“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.”

What does ‘Your Centre for Travel’ mean?

Megan Henderson, the company’s newly appointed Global Head of Marketing, sees the tagline as a way to reinforce the company’s evolving identity.

“Flight Centre is so much more than just flights, and we have evolved significantly since our disruptive beginnings in the 80s as Australia’s discount travel specialist,” Henderson said.

“Today, we’re Australia’s most trusted travel agency and we know trust and human connection are a key point of difference for our brand.”

From discount fares to full-service: How Flight Centre evolved

Founder and Global CEO, Graham “Skroo” Turner, has seen the company shift gears multiple times over the decades. He believes this latest tagline captures how far the company has come.

Skroo Turner, Flight Centre, Turner Index
Skroo Turner, Flight Centre Founder and Global CEO

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

“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.”