Travel management company FCM has unveiled a global rebrand
and announced a new focus on its proprietary technology platform to directly
target customers’ pain points.
The technology platform is based on six key pillars: a
globally consistent booking experience, 24/7 travel assistance, traveller
safety and wellbeing support, sustainability, AI-powered reporting and savings,
and flexible integration capabilities.
The omnichannel platform, which will start rolling out later
this year, is being developed following extensive research globally among the TMC's customers. The company says that customers “need an all‐encompassing platform
that is consistent across all markets, but also fully flexible with a positive
user experience and simple user interface”.
The new FCM brand, meanwhile, is designed to showcase the TMC’s
“distinctively flexible and unconventional approach”. The blue, red and yellow
of the existing logo is replaced by the three letters in a more modern font in
black and green.
FCM’s global chief technology officer Adrian Lopez said, “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.”
Marcus Eklund, FCM’s global managing director, said: “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.”