Australian Business Traveller to rebrand as Executive Traveller
Business travel website Australian Business Traveller has announced it will relaunch as Executive Traveller in Q2 2019, allowing it to turn focus more towards the international market.
The website includes reviews of flights, hotels and lounges as well as news on destinations and travel tips. According to ABT, which launched in 2010, the website currently has a monthly global audience of 1.25m unique readers.
Editor David Flynn said the initial branding behind ABT was aimed at the target audience for when the publication launched, but as the site grew he saw a gap in the global market for the content ABT delivered.
“Australian Business Traveller launched in November 2010 and we very deliberately chose the name because it exactly reflected our target audience. It’s a very premium audience – high earning and high spending,” said Flynn.
Since its launch, the title has grown to include lifestyle coverage of motoring, technology, watches and spirits as a result of demand revealed by annual reader surveys.
“Our audience has steadily grown to over one million unique readers per month – with two-thirds of that in Australia and one-third overseas, predominately in the USA, UK and Asia,” said Flynn.
“So by any measure Australian Business Traveller has been a success in Australia. Yet when we looked overseas we couldn’t see a site anywhere else in the world delivering what we do here, so we felt the time was right and the opportunity was there to expand internationally.”
The new look Executive Traveller website
The content which is currently housed on the website will be moved to the new Executive Traveller site, including the community and comments, and ABT subscribers will be able to use their existing logins on the new site. To reflect the change to an international-focused brand, the new domain will be a dot com and promote customised content for readers.
Flynn said the rebrand was not due to a change in ownership, saying they were just taking advantage of an opportunity to adopt a new brand which would ‘ better suits this international focus’.
“Executive Traveller is expected to launch in June and will inherit all of Australian Business Traveller’s content to become a single global go-to for business travellers around the world,” said Flynn.
“The plan over the next 12 months is to build up a team of journalists around the world – beginning with the three key regions of Asia, the USA and Europe – to cover local news and issues relevant to business travellers.”
I feel like they are going to dilute the strong current brand for their niche and water it down to something generic and compete with all the bloggers on boarding area network
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Hello ‘an Australian business traveller’. Rest assured we are definitely not going down that well-trodden road of those US bloggers, and our content will remain as focussed and practical as always 🙂
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