Flight Centre shakes up strategy

Flight Centre shakes up strategy
By Hannah Edensor


Flight Centre has detailed the strategy which has seen it move away from being supplier-driven and toward customer-specific product curation and creation.

“What we are moving to now is a partnership between us and key suppliers,” Flight Centre product, advertising and consumer experience general manager Keith Stanley said.

Flight Centre will launch their own product range chosen from multiple suppliers for each brand, calling itself a retailer not an agent.

“The difference really is a retailer controls their inventory and know their customers intimately whereas an agent represents wholesalers and airlines,” Stanley said.

Flight Centre will choose product as the consumer experience comes to the fore of their business, and said that the travel consultant is their competitive advantage.

“We are working with key suppliers to jointly understand what we need to do,” Stanley said.

Where there are gaps in product Flight Centre will partner with suppliers to develop it.

Flight Centre will also start to commit to inventory and sales figures on a product level, which they have never done before.

“The way we add value is by deeply understanding our customers. So we can sit down with Contiki and say ‘we believe that there is a market for this kind of product and this destination and we are prepared to back that with sales,’” Stanley told Travel Weekly.

Flight Centre said it will add value to suppliers by providing the relevant product to the right customer and match it with consumer insights.

The marketing strategy is closely aligned to customer experience, and Stanley said that this was not the historic attitude.

“We were obsessed with deal and price but they were actually interested in experiences,” Stanley said.

Yet Flight Centre will not abandon it’s reputation for the best deal, and said it will still be ruthless on pricing.

The corporation sees competition from other industries, rather than in its own space.

“Our biggest competitors are actually airlines, but don’t tell them that,” Stanley said.

Latest News

  • Conferences

Fiji Tourism Exchange 2024 opens with a vibrant ceremony at Sofitel Fiji Resort, Denarau

The two-day Fiji Tourism Exchange 2024, opened with a vibrant ceremony at the Sofitel Fiji Resort and Spa in Denarau. A pinnacle event in the South Pacific tourism calendar, the event brings together industry stakeholders from across the globe to delve into Fiji’s tourism offerings and cultivate long-lasting business relationships. Acting Prime Minister and Minister […]

  • Destinations

Raes on Wategos celebrates 30th birthday and guests get the presents

World famous luxury boutique hotel Raes on Wategos, in Byron Bay, has launched its 30th birthday celebrations with a Raes Indulgent Escape package. Available for all stays of two nights or more, from June to August, the curated package offers an invitation to indulge in a shared celebration of Raes 30th birthday, whilst revelling in […]

  • Cruise

Seabourn’s two new value-add offers for 2024-25

Luxe cruise line Seabourn is offering two value-added promotions featuring must-have fares and a generous shipboard credit for guests seeking to book their next voyage. The exclusive “A Sail to Remember” Event includes must-have fares on most Seabourn ultra-luxury ocean and expedition voyages in October 2024 and beyond. The “More Moments on Us” Event offers […]

  • Cruise

PONANT commercial team expands to meet growing demand in APAC 

Luxury exploration cruise line Ponant has announced significant updates to their Asia Pacific commercial team in response to accelerated growth across the region. “These structural enhancements signify Ponant’s dedication to meeting the evolving needs of our valued trade partners in the Asia Pacific region,” general manager sales & marketing, Asia Pacific, Deb Corbett said. “We […]

  • Products

Embrace the journey: Traversing the world with the Shokz OpenRun

If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]