FCM unveils bold new brand identity and vision for “ground-breaking” tech offering

Corporate travel management company FCM has transformed its brand identity and taken 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.

FCM also announced it is forging ahead with development of a “ground-breaking” proprietary technology platform that directly targets customers’ pain points with current and legacy corporate travel tech.

The in-house platform is an omnichannel offering that is being developed following extensive research by the Flight-Centre-owned company globally among customers to understand the different concerns of their bookers, travellers and managers.

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,” he said.

Customers in several regions around the globe will begin testing the FCM Platform prior to the first phase of onboarding later this year.

Marcus Eklund, global managing director at FCM, said: “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.

“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.”