Carlson Wagonlit Travel becomes just CWT in support of its intent to be a global leader in digital business travel

Carlson Wagonlit Travel, a well recognised name in the world of corporate travel, is to be known simply as CWT, as the three-letter classification that is already regularly used becomes the formal brand for the global travel management company.

The company says the revised brand honours the company's heritage and its digital leadership ambitions, but also reflects the three pillars of its focused value proposition: simplifying corporate travel, connecting to unlock possibilities, and collaborating with businesses. It also connects with the business' three-fold intent to be the undisputed global leader in digital business travel, hotel distribution and meetings and events.

"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 adopt new logos as part of the rebranding, while clients of the global hotel distribution division, RoomIt by CWT, will only see "minor changes" in the colour palette.

CWT has a big presence in travel management and looks after enough travellers to fill more than 260 Boeing 787s and 100,000 hotel rooms each day- and handling 105 events across a network that extends across 150 countries. It is now working with three core brand promises that it believes will deliver "new opportunities to offer our client's employees the choice and support they need to be empowered and engaged".

These comprise:

• Simply better travel - "offering a simple and seamless travel management experience - from an intuitive user interface to integrated management tools."
• Unlocking possibilities - "providing more services and content to travellers, travel managers and suppliers - to unlock people potential and business possibility."
• Moving forward, together - "innovating and evolving our offering - using new technologies to provide our clients with new and better ways to manage global corporate travel."