Less is more at CWT

Global travel management company Carlson Wagonlit Travel has announced a new brand and identity, simplifying its moniker to just ‘CWT’. The three-letter classification combines a nod to the company’s heritage, as well as reflecting what the agency claims is a simplification of its corporate travel offer. “This identity change is the latest phase in our digital development plan to combine the power of technology and innovation with the expert know-how of our people,” says CWT’s President and CEO Kurt Ekert. “There’s a romantic link with the Wagons-Lit era, and we are justifiably proud of our 150-year heritage – however, today’s developments reinforce our intention to continue to lead our industry for the next century and a half.” Three of CWT’s four specialist services, CWT Energy Resources & Marine, CWT Meetings & Events, and CWT Solutions Group will also receive new logos, while clients of the global hotel distribution division, RoomIt by CWT, will see some minor changes in that brand’s colour palette. CWT says that every day it is now looking after enough travellers to fill 260 Boeing 787s and 100,000 hotel rooms, as well as handling 105 events. In 2017 the company posted a total transaction volume of over US$23bn.