Webjet Group Ltd (ASX:WJL) has launched a comprehensive brand overhaul — including its new purpose and ‘Go Somewhere’ platform — to reposition the company as a trusted local travel companion and support plans to double total transactional value by 2030.
The revamp spans brand and marketing strategy, visual identity, website design, a new creative platform and campaign, and an expanded product suite. It follows the Webjet Group’s demerger from Webjet Limited in September 2024 and an extensive review engaging more than 3,500 customers and non-customers, which highlighted opportunities to modernise the brand, lift top-of-mind awareness, broaden beyond flights, and deepen engagement with Australian and New Zealand travellers.
“Australians and New Zealanders have trusted Webjet for nearly three decades, and this refresh is about strengthening that connection while reimagining what’s next," Katrina Barry, CEO and managing director of Webjet Group said. "Our research shows that almost three quarters of people surveyed know us and trust us, but only one in five are very familiar with our brand, and thought we could be more modern and relevant for current and future travellers. Aussies and Kiwis also told us that 74% of them want to book travel all in one place – their flight, hotel and experiences. It's these insights that have underpinned our renewed focus on making travel planning effortless, and to ensure Webjet is the first choice for travellers on every journey.
“With our new visual identity and brand platform, we’re combining creative sophistication with a sense of playful simplicity to inspire travellers in fresh, relevant ways. And with expanded offerings across hotels, packages, business travel, tours and flights, we’re showcasing that we’re much more than the leader in flights – we're your go-to local travel companion. Backed by world-class technology and a uniquely local touch, our goal is to deliver an experience that meets customer needs today while setting the standard for the future of travel.”
Strategy shift
Developed with The Hallway, the strategy shifts Webjet from a flight-centric online travel agency (OTA) to a go-to companion across the journey. A modernised plane logo and new wordmark anchor the refreshed identity, while a redesigned website introduces artificial intelligence tools that help create unique, better-value international itineraries and enable customers to manage all travel in one place.
The ‘Go Somewhere’ platform leads a cross-channel campaign centred on the suitcase as a timeless travel companion, with witty stop-motion films directed by Spencer Susser. The Hallway shaped the launch media strategy, with Nunn Media executing across television, connected television, cinema, online video, social, out-of-home, audio and owned channels, guided by an advanced marketing mix model.
Beyond the brand work, Webjet is expanding verticals across hotels, static packages and new tours, and is launching Webjet Business Travel following the Locomote acquisition — moves designed to capture a greater share of the travel wallet and sustain growth.
Shares in Webjet are holding steady today at $0.855.