Liberty Travel to Fully Rebrand as Envoyage
by Dori Saltzman
The Flight Centre Travel Group (FCTG) is rebranding its Liberty Travel brand to Envoyage in a bid to further strengthen and grow its U.S. operations.
Folding the brand into Envoyage allows FCTG to make Envoyage its principal leisure brand in the U.S., which the company said enables it to offer a wider array of travel products, technology, and support to all its advisors and agencies. The change also strengthens the group’s position as one brand within the supply chain, ultimately creating larger partnership opportunities and stronger commercial returns for all stakeholders.
“I am thrilled to make this announcement today, which signifies the next phase in the transformational journey Flight Centre Travel Group has embarked on in the USA,” said Christina Pedroni, Envoyage executive vice president and general manager USA.
“Having built my career in the Liberty Travel brand, I take immense pride in being a longstanding admirer of the incredible people who have driven its success – I know for a fact they are some of the most successful in the industry. And now, by bringing the legacy of Liberty Travel and its people into Envoyage, we are focusing on the future and creating a home within the industry for many of the most experienced travel advisors and agency owners across the United States.”
Liberty Travel was founded in 1951 in New York and is credited as the originator of the packaged vacation. At one point, it was one of the – if not the – most powerful travel agency brands on the East Coast.
“Liberty Travel has been a cornerstone of the U.S. travel market for nearly 75 years, and we deeply honor its legacy, along with the incredibly dedicated advisors who have contributed to its success,” said Danielle Galloway, global managing director of luxury and independent brands at Flight Centre Travel Group. “Through extensive market research conducted in the U.S. and across our global markets, the message from consumers and the industry alike is clear: Envoyage is a desirable, aspirational brand. It represents a fresh, innovative approach that not only enhances our appeal to new travelers but also strengthens our bonds with the loyal customers who have trusted us with their journeys for decades.”
FCTG launched Envoyage in February 2024, unifying six advisor and agency network brands across the group under the single entity. Since then, Envoyage has nearly doubled its membership numbers and sales volume, boasting more than 2,500 members across five countries.
Current Envoyage advisors will also benefit from the move with access to Liberty Travel’s extensive customer database and digital assets. By leveraging these assets, Envoyage will be introduced to a wider audience, driving growth and extending its reach beyond Liberty Travel’s traditional stronghold in the Northeast to encompass more of the U.S.
