Global travel management company FCM reacts to ‘seismic shift’ with tech rebrand

New brand designed to promote corporate agency’s ‘flexible and unconventional’ approach

Global travel management company FCM has revamped its brand identity and taken a fresh approach to developing a new tech platform.

The changes come against the Covid-19 pandemic causing a “seismic shift” in the business travel industry.

The rebrand covers 97 countries across all websites, customer communications and social media platforms.

FCM’s new look is designed to showcase the brand’s “flexible and unconventional approach” to providing business travel services.

It comes as the TMC forges ahead with development of proprietary technology that directly targets customers’ pain points with current and legacy corporate travel technology.

The in-house platform is described as an omnichannel offering that is being developed following global customer research to understand the different concerns of bookers, travellers and managers.

The study revealed 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.

FCM 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 added.

Global managing director Marcus Eklund 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.”