Infinity brand phase out

FLIGHT Centre Travel Group will gradually replace Infinity with Flight Centre and Travel Associates-branded brochures as the company prepares to re- shape its retail network.

While the in-house wholesale brand will be retained for “external” use and through its unbranded affiliates and franchises, Infinity brochures will be progressively rebranded in FC and TA stores.

FCTG managing director Graham Turner told Travel Daily’s sister- title travel-Bulletin it forms part of a strategy to rationalise brands, a move that will also lead to the imminent closure of Cruiseabout and Escape Travel ( TD 22 Feb).

“We’ll be tending to brand our product more by Flight Centre, Travel Associates or Student Flights rather than Infinity so you’ll see less of Infinity,” he said.

“But it will still sit behind the scenes through the procurement of hotels and other product.

“It is generally the way we do it overseas already. It’s about rationalising and trying to make brands more powerful and more recognised,” Turner said.

Infinity generates “well over” $1b in TTV in Australia and makes a “significant net profit” which Turner said is distributed back into the business.

A little under half of Flight Centre’s package holiday sales are booked through Infinity.

Turner admitted Australia remains the company’s “flat spot” but said the recently announced changes to its retail network should help drive growth.

“Our margins are under a bit of pressure and we are not getting a lot of growth in leisure,” he said.

“That is one of the reasons we decided to consolidate our brands. It will allow us to focus on and market fewer brands.”