21-05-2025
Flight Centre rebrands Liberty Travel as Envoyage to unify U.S. leisure operations
Flight Centre Travel Group is rebranding Liberty Travel as Envoyage, consolidating its U.S. leisure operations under a single global brand.
Liberty Travel will now be integrated into Envoyage, a brand that Flight Centre launched last year to unify roughly 1,400 independent contractors from Independent by Liberty Travel, Independent by Flight Centre, Travel Managers, Travel Associates at Home, Flight Centre Independent and Travel Partners.
According to Flight Centre, the Envoyage network has since grown to 2,500 members across the U.S., Canada, Australia, New Zealand and South Africa. In the U.S., Envoyage said it has nearly doubled membership numbers and sales volume since its February 2024 debut.
At the time of the network's launch, Envoyage executive vice president and general manager Christina Pedroni said the Envoyage model is designed for experienced advisors selling more than $250,000 a year. Both its IC and agency tiers carry monthly fees, with commission splits ranging from 70% to 90% for ICs and accredited agencies receiving 100% commission.
"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," said Danielle Galloway, global managing director of luxury and independent brands at Flight Centre Travel Group.
With the rebranding, Flight Centre said it plans to leverage Liberty Travel's extensive customer database and digital assets to extend Envoyage's reach beyond Liberty Travel's traditional Northeastern U.S. stronghold.
Flight Centre added that Envoyage advisors will benefit from an integrated consumer marketing campaign and lead-generation service.
Liberty Travel closed most of its storefronts during the pandemic. Today, most Liberty Travel advisors work remotely. According to Liberty's website, some advisors work in Flight Centre's U.S. corporate headquarters in Montvale, N.J.
The Liberty Travel rebranding comes amid Flight Centre's decision to ramp up its focus on luxury travel and independent contractors, which the company has identified as high-growth sectors.
Early last year, Flight Centre shuttered its Gogo Vacations wholesaler business, which it acquired alongside Liberty Travel in 2007. The closure came as Flight Centre said the wholesale model had been "struggling in recent years" with "high costs of maintaining this brand" becoming increasingly difficult to justify, said Charlene Leiss, Flight Centre president of the Americas.
The company has also expanded the U.S. leadership team for high-end tour operator Scott Dunn, which it acquired in 2023. Scott Dunn opened its first New York City office last year.
