Cheapflights unveiled a new strapline this week, as it prepares to enter a “new chapter” in 2016. The brand has been undergoing a transition from being mainly a deals publisher to a metasearch business over the last four years.
Hugo Burge, chief executive of Momondo Group, which Cheapflights is part of, described the coming year as a “new chapter” before unveiling the strap line – Smart search. Made simple – at a drinks reception with 150 guests in London.
“Today is a watershed moment, symbolic of that transition,” he said.
Andrew Shelton, managing director of Cheapflights, wanted to make clear that the deals publishing part of the business will remain “important” to the brand going forward.
“Our newsletter business is a really important part of the Cheapflights business and it’s really important we don’t forget that,” he said.
“We are in a great place in that we are the only people who bring metasearch and deals publishing together under one brand.
“We will continue to do so and we are going to be bringing the deals element front and centre of our search business, integrating into our app and our website.
“It allows our users to get more choice and inspiration and it’s great for some of our partners, giving them more opportunity to talk to our customers.”
Shelton said when he joined the business it was clear “change was needed”.
“User engagement was in the decline, the brand probably wasn’t as modern as it should be and the world around us had moved on,” he said.
“It was time for Cheapflights to change, and we’ve done it.
“We are here to celebrate the rolling out of the new Cheapflights.
“We believe the product that we have built has got simplicity at its heart and core which is essential because users are finding searching for fares extremely complicated.
“Airlines are changing their fares all the time and imagine that in a meta world.
“We knew we had some work to do on the brand. We have created a modern interpretation of it and I feel it’s fit for purpose to take us into 2016.”
Cheapflights also announced it has chosen Broaden Out their Horizons (BOTH) as a charity partner and presented representatives with a cheque for £2,000, “rather than giving out goody bags”.
BOTH brings together teenagers from disadvantaged backgrounds through exchanges between South Africa and the UK.