Flight Centre launched its new youth-and-student-focused travel brand, Universal Traveller (or UT for short) yesterday – with a “travel influencer” style approach to sales and the rebranding of all 52 Student Flights shops in Australia.
Universal Traveller staff will be encouraged to proactively use social media channels. The prospect of fully paid unlimited annual leave and flexi-time programs should be a major lure.
The brand will target travellers aged between 18 and 35 – Millennials, more or less.
Flight Centre Travel Group managing director Graham Turner has said Universal Traveller would effectively expand on the company’s previous Student Flights offering in Australia by offering tailored and exclusive products to a broader range of travellers.
“This is an exciting brand enhancement for our people, our customers and our suppliers and is geared towards increasing our share of this large market sector,” Turner said.
“Student Flights, the brand that we have traditionally used to target this demographic, was launched in Australia in the mid-1990s as a dedicated flight offering for students and backpackers.
“Since then, the customer base and product offering have significantly evolved, but this evolution into a full-service agency – with world class offerings for younger travellers across a number of key product ranges – was not reflected in the brand name.
“This was hampering its growth potential.
“We believe Universal Traveller more accurately reflects the brand’s specialisation and will resonate with the broader customer base of students, backpackers and young professionals that its core products are targeted at and will appeal to.”
Through UT, FLT will cater to six core product categories:
- Flights – including the exclusive Black Market range of discounted and flexible fares for students and under-30s.
- FIT (fully independent traveller)
- Touring, particularly Topdeck and Contiki
- Adventure – including small groups and expedition
- Festivals; and
- Ancillary, which includes tailored insurance and interest free offers
StudentUniverse will operate alongside UT as a dedicated online business targeting student and the broader youth sector. The StudentUniverse platform allows travellers to book and verify restricted airfares online.
Written by Peter Needham
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