TORONTO — Flight Centre Travel Group’s Independent division is launching a new principal brand, Envoyage.

Envoyage’s roll out is set to begin next month in the U.S., followed by Canada, South Africa, Australia and New Zealand.

In addition to elevating the existing Independent offering at Flight Centre Travel Group, Envoyage will branch out into unique extensions specializing in corporate and luxury travel.

‘Envoyage’ combines the notion of connection through envoy and travel through voyage, with a bridge as a key element in the logo.

Flight Centre Travel Group Global Leisure CEO James Kavanagh said independent travel agents and agencies “has been one of the fastest growing divisions for us in recent years and the investment in our new brand signals the significant role we expect the network to play in our future business model. It’s our ambition that Envoyage will become a global powerhouse – the most comprehensive, trusted and recognized independent travel brand in market.”

And Flight Centre Travel Group Global Managing Director of Luxury and Independent Brands Danielle Galloway added: “Being part of Envoyage will offer agents the best of both worlds – the freedom of running their own business their way, coupled with the power of a truly global brand and community.”

INTERVIEW WITH VP & GM at ENVOYAGE CANADA, ANITA EMILIO

Travelweek connected with Anita Emilio, Vice President and GM at Envoyage Canada, to find out more about the new brand and the reaction from FCTG Independent travel advisors in Canada.

Emilio said the new worldwide brand solidifies the group as a global powerhouse. Plus, Envoyage is reinforcing a robust support network deeply attuned to the unique cultural intricacies and requirements of our Canadian network.

“Our Canadian team is passionately dedicated to delivering exceptional service – ensuring our customers are our top priority,” said Emilio. “We look forward to welcoming our existing network of incredible independent agents and agencies alongside newcomers into the Envoyage family.”

Travelweek: Envoyage sounds like a great brand name. Will this replace the Independent by Flight Centre brand?  

Emilio: “Absolutely, we’re thrilled with our new Envoyage rebrand! It’s set to replace Independent by Flight Centre and is a game-changer for us. We’re bringing together six brands from five different markets under the Envoyage name, creating a singular, dynamic global powerhouse brand within the Flight Centre Travel Group (FCTG) family. The name Envoyage combines the notion of connection through envoy and travel through voyage. The ‘bridge’ in the logo represents the growth journey our travel agents and agencies can experience, and the incredible travel journeys their customers can go on with us.

“This is more than a change of name – it’s a promise to deliver an unparalleled independent travel agent experience with the global prestige, personalization, and sense of adventure that Envoyage stands for.”

Travelweek: Approximately how many independent agents does Independent by Flight Centre / Envoyage Canada currently have?

Emilio: “Envoyage is proud to collaborate with nearly 400 agents across Canada.”

Travelweek: What’s been the reaction from the Canadian agents to the rebranding and new name?

Emilio: “Our Canadian agents have positively received the Envoyage rebrand, expressing their approval for the polished name and logo that reflect the high-calibre service and tailored care they, as entrepreneurs, provide for their clients.

“Before rolling out the rebrand, we engaged in extensive research with industry professionals and consumers across our markets, confirming Envoyage conjures up a sense of aspiration, a feeling of security and an immediate association with travel and personalization, so it truly embodies everything our independent travel division is about. We’re pleased that the new brand identity is resonating well.”

Travelweek: Is there any flexibility with the new brand to include ‘by Flight Centre’, given that Flight Centre is such a powerful and well-known name with consumers?

Emilio: “No, there is no flexibility to include ‘by Flight Centre’. While Envoyage will replace FCTG Independent as our principal brand, we recognize and understand the importance of individuality among our independent businesses; therefore, the adoption of Envoyage is optional for those who already operate under their own brand. It’s all about choice – a great element of Envoyage is that its brand agents and agencies can tap into it as much, or as little, as they see fit.

“Ultimately, this shift highlights our dedication to developing a distinct global brand identity that is uniquely our own. In a manner similar to how Corporate Traveller (CT) and Flight Centre (FC) have cultivated their respective brand identities, our aim with Envoyage is to establish our principal brand.”

Travelweek: With the rollout starting in March in the U.S., is there a ballpark timeline for when the rebranding might start in Canada? 

 Emilio: “As we gear up for the rollout of the rebrand in the U.S. starting in March, our Canadian agents can expect the rebranding to commence around four to six weeks later, around mid-May.

“The decision to employ a staggered rollout strategy ensures that adequate resources are in place, allowing North America to lead the way while ensuring that we’re fully prepared to offer personalized care and support to our agents and their businesses throughout this period of change.”