FCM has unveiled a new brand identity designed to help it “stand out in the market” and has also announced a “fresh approach” in its development of a new technology platform.

The TMC said its “bold new look” is designed to showcase its “distinctively flexible and unconventional approach to providing agile travel management services to its customers globally and locally”.

Marcus Eklund, Global Managing Director, said: “Our DNA is very different and we have always prided ourselves on having an alternative mindset. But that wasn’t historically reflected in our brand identity.

“It was time for FCM to stand out in the market as a true alternative to the traditional service offering of large global TMCs, or the digital-only business travel offering of the tech disruptors.”

The rebrand has been launched in 97 countries across all websites, customer communications and social media platforms. 

It comes as FCM forges ahead with development of “ground-breaking proprietary technology” that directly targets customers’ pain points with current and legacy corporate travel technology.

Global Chief Technology Officer Adrian Lopez said the vision for the platform is based on addressing six key pillars: a globally consistent booking experience; always available travel assistance; traveller safety and wellbeing support; sustainability; AI powered reporting and savings, and flexible integration capabilities.

“The development of FCM Platform’s core experience is already well advanced, including a new proprietary online booking solution planned for key markets and integration of AI enhanced chatbot tool Sam as the digital ‘avatar’, providing live chat and real-time assistance across all of the platform’s channels,” said Lopez.