Rebrand reflects company heritage and digital leadership ambitions.
Global travel management company, Carlson Wagonlit Travel, this week unveiled a new overarching brand identity: CWT.
The three-letter classification combines the company’s heritage, its digital leadership ambitions, and value proposition: simplifying corporate travel, connecting to unlock possibilities, and collaborating with businesses.
“This identity change is the latest phase in our digital development plan to combine the power of technology and innovation with the expert know-how of our people,” CWT president and CEO, Kurt Ekert, says. “There’s a romantic link with the Wagons-Lit era, and we are justifiably proud of our 150 year-heritage – however, today’s developments reinforce our intention to continue to lead our industry for the next century and a half.”
The company’s CWT Energy Resources & Marine, CWT Meetings & Events, and CWT Solutions Group divisions will receive new logos, while clients of the global hotel distribution division, RoomIt by CWT, will only see minor changes in the colour palette.
In line with the rebrand, CWT has compiled three brand promises:
Simply better travel: Offering a simple and seamless travel management experience, from an intuitive user interface to integrated management tools.
Unlocking possibilities: Providing more services and content to travellers, travel managers and suppliers, to unlock people potential and business possibility.
Moving forward, together: Innovating and evolving offering – using new technologies to provide clients with new and better ways to manage global corporate travel.