Flight Centre is rolling out a global brand campaign that positions trust as its strongest competitive advantage. The Trusted by Travellers campaign has been rolled out across digital, social, and retail channels globally, featuring real customers from Australia, New Zealand, the UK, Canada, and South Africa.
Flight Centre global head of marketing Megan Henderson said trust was the most powerful currency in travel and the foundation of the company’s customer relationships.
“With more than 80,000 global Trustpilot reviews and a 4.5-star rating, we’re embracing what we believe is our greatest competitive advantage: trust,” Henderson said.
“We’ve built campaigns around expertise and our iconic travel experts countless times but trust is the most powerful currency in travel and our customers have been telling us for years that they don’t just shop with us, they trust us.”
The campaign is designed to tap into that trust as a differentiator in an increasingly competitive marketplace, reinforcing Flight Centre’s long-held position as a one-stop shop for travellers worldwide.
Where this fits into Flight Centre’s brand evolution
The launch follows a series of brand updates within the past 12 months, including a new theme song, brand font, redesigned stores and screens, and a global tagline. Henderson described the campaign as the next step in building a longtail brand platform that strengthens emotional connection with customers.
“We’ve been perfecting the art of retailing to keep our Product & Marketing flywheel turning but we’ve also recognised the need for a longtail global brand campaign that speaks to the heart of why people travel and why they choose Flight Centre,” she said.
How the campaign builds on real customers
The campaign features five real customers, each invited to experience a Flight Centre holiday and share their travel stories. Their journeys are being used to highlight the authenticity of the brand’s promise of trust.
Among them are Brisbane travellers Laura Henry and her friends Ivy and Shani, who have been booking holidays with Laura’s gym buddy and Flight Centre Travel Expert Jess for years.
The group travelled to Queenstown, New Zealand, on a six-day self-drive holiday that included flights, winery visits, a scenic flight over Milford Sound, and plenty of time to reconnect.
Laura said the highlight was being able to make new memories together.
“When we’re together we laugh a lot,” she said.
“The hardest part these days is finding the time in our calendars to get away, switch off and make new memories together.
“In Queenstown, we were able to do exactly that. It really reminded me how much joy travel brings and the joy keeps going long after the trip has finished because we still talk about it all the time,” said Laura.
Why this matters for the trade
Trust has always been central to the travel agent-customer relationship, but Flight Centre’s campaign positions it as the brand’s global calling card. For Australian travel professionals, it highlights the growing importance of credibility and long-term relationships in driving loyalty.
By showcasing real customers rather than actors, the company is highlighting authenticity as a point of difference, earned through consistent delivery of value and service. In an age when travellers are turning to AI tools like ChatGPT, this emphasis on real stories is likely to resonate with customers seeking reassurance, while giving agents a tangible marketing platform to use in their conversations with clients.
“We want to remind people that the joy of travel isn’t just worth the investment – it’s what makes life magical,” said Henderson.
“Flight Centre is where dreams and great deals unite. And now, we’re proudly claiming our place as the most trusted name in travel.”
KARRYON UNPACKS: For agents, this campaign signals a shift in how Flight Centre plans to attract and retain customers: by making trust the central selling point. With consumer confidence a critical driver of bookings, it underlines the opportunity for advisors to emphasise trust and long-term relationships as key differentiators in today’s competitive market.
