Umbrella & Sub-Brand Solutions
Cross Domain Tracking
In May 2019 we were approached by the Flight Centre Travel Group team at an event in Bangkok. We were pleased to assist with an RFP for two of their international subsidiaries: Cross Hotels and Resorts who operate over 20 properties across South-East Asia and also their global tourism brand, DISCOVA.
Cross Hotels and Resorts wanted a new website coinciding with a relaunch of their hotels. Ratchaya Termsilkanok (VP Revenue & ECommerce) was impressed by our APAC work and previous projects and wanted to work with us. At the same time Darren White (Global Brand Manager) from DISCVOA was in the midst of rebranding. They needed to merge the Buffalo Tours from Asia & Olympus Tours from the Americas into the DISCOVA identity.
The DISCOVA project included the further development of the DISCOVA branding and logo into a brand new website that included details of all their tours globally. Cross Hotels and Resorts required an umbrella website for the Cross Hotels and Resorts brand and then three individual websites for each of their brands X2, X2 Vibe and Away Resorts and Villas.
Geographical distance between teams quickly became a concern. Teams were spread over five time zones however the project expertise and international experience of Fastrack became clear. We were able to work efficiently and effectively to collaborate on complex projects with multiple stakeholders without compromising on development.
A very limited set of assets or requirements would be a challenge to most but the Fastrack team took the opportunity to innovate. We were able to turn a single logo into an entire digital brand portfolio.
We managed to launch all the websites to the high standards set and met marketing, branding and commercial demands. Flexibility throughout the design & build stages allowed us to launch a product the client is proud of.
This ensured a substantial increase in tour booking enquiries globally for the DISCOVA brand. We also saw strong growth in the Cross Hotels and Resort brand, achieving over 10x the number of direct bookings. A phenomenal success given the primary goal was a rebranding project.
fctgl.com | discova.com | crosshotelsandresorts.com
The Flight Centre Travel Group Limited (FLT) is one of the world’s largest travel groups with a vast leisure and corporate travel sales network that extends throughout four major regions including Australia and New Zealand, The Americas, the United States, Canada and Mexico, EMEA and Asia. In addition, FLT’s global corporate travel management network, FCM Travel Solutions, extends to about 90 other countries through strategic licensing agreements with independent local operators.
Cross Hotels & Resorts (formerly BHMA Hotels & Resorts) have for the last 10 years been providing innovative hospitality management and design solutions across Asia for hotel owners and companies alike. With brands such as Cross, Cross Vibe, Away and their new brand Lumen, they are quickly expanding their portfolio across Asia.
Discova is a global destination management specialist. The synergy of two successful DMC businesses – Buffalo Tours in Asia and Olympus Tours in the Americas – Discova brings the best of both these companies together and builds upon their service portfolios to offer a tailored solution of on-the-ground support for you and your travellers.