Australian Business Traveller relaunches after Executive Traveller rebrand

Australian Business Traveller has completed its rebrand, relaunching this week as Executive Traveller.

The change will allow the title to focus more on international content and better reflect its audiences’ worldwide travel patterns.

Australian Business Traveller launched in November 2010 as the destination for business and premium travellers. It announced its rebrand in May this year, flagging a desire to focus more on the global market.

According to reporting from the site, 880,000 unique Australian readers visit it monthly, while the worldwide audience is in excess of 1.3m readers.

Australian Business Traveller co-founder, who has become Executive Traveller editor-in-chief, David Flynn, said the audience is highly engaged and keen for the insights Executive Traveller offers.

“Our readers are frequent travellers, predominantly in business and first class,” said Flynn.

“They’re ‘A/Bs with a boarding pass’. It’s a highly-engaged audience of people who come to us for ‘need-to-know’ insights, expert advice, strategies and information which makes their travel a better, smoother and more enjoyable experience.”

As part of the redesign, Executive Traveller has added selected destination content to its platform, as well as luxury leisure travel.

“Through our in-depth yearly reader surveys we know we’ve built up one of Australia’s strongest male-skewed premium digital audiences. Additionally, almost two thirds of our readers hold a Gold or equivalent frequent flyer status,” said Sid Raja, who co-founded Australian Business Traveller, and is now Executive Traveller publisher and company CEO.

Raja and Flynn’s new roles are joined by Benn Eicchorn starting as CTO at the beginning of 2019, former Executive Style editor Steve Colquohorn joining as lifestyle editor, motoring writer Paul Glover being appointed motoring editor, and former Bauer Trader Media motoring manager editor Ged Bulmer coming on as motoring reviews specialist.

“We’ve been working hard over the last six months to deliver an elevated new environment for our readers and commercial partners. Now that we’ve launched, my focus will move to building out a range of new features and functionality to enhance the website,” said Eicchorn.

Nick Stock will cover wine, Franz Scheurer spirits, Simon Thomsen business, Norman Burns watches, and Louise Wedgwood on health and wellness.

Former Robb Report editor-in-chief Michael Stahl will be a regular contributor with a roaming brief across motoring, watches, travel and design. Amanda Beck, previously marketing and sales manager at decorated single malt whisky producer Sullivans Cove, has taken on a commercial and marketing role in overseeing the publication as lifestyle director.


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