The Flight Centre Travel Group (FCTG) has announced that it will rebrand Liberty Travel as Envoyage to further strengthen and grow its U.S. operations.
Founded in New York in 1951, and credited as the originator of the packaged vacation, Liberty Travel, says FCTG, “has crafted an incredible legacy within the industry, most notably through the countless industry veterans who got their start in travel with the brand across the East Coast.” By bringing the brand and its advisors into Envoyage, FCTG can invest and grow one dynamic brand in the U.S. and around the world.
Flight Centre Travel Group launched Envoyage in early 2024, unifying six advisor and agency network brands across the group. Today, Envoyage powers the businesses of over 2,500 members across five countries: the U.S., Canada, Australia, New Zealand and South Africa. Since the launch of the brand in the U.S. in February last year, the network has nearly doubled its membership numbers and sales volume.
By focusing on Envoyage as the principal leisure brand in the U.S., FCTG is able to offer a wider array of travel products, technology and support to all its advisors and agencies. This change also strengthens the group’s position as one brand within the supply chain, ultimately creating larger partnership opportunities and stronger commercial returns for all stakeholders. Additionally, Envoyage advisors will gain from an integrated consumer marketing campaign and lead generation service. By leveraging Liberty Travel’s extensive customer database and digital assets, the brand will be introduced to a wider audience, driving growth and extending its reach beyond Liberty Travel’s traditional stronghold in the Northeast to encompass more of the U.S.
For more information, visit www.join.envoyage.com.
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