Press release

Flight Centre Travel Group innovates for the future with new customer experience program from Qualtrics

Leading travel business deploys new voice of customer program across its FCM and Corporate Traveller brands

Sydney, Oct. 26, 2022 – Qualtrics (Nasdaq: XM), the leader and creator of the experience management (XM) category, today announced Flight Centre Travel Group (FLT), one of the world’s largest travel retailers and corporate travel managers, has selected Qualtrics CustomerXM to help improve customer retention and growth, and to boost travel consultant productivity across its corporate brands FCM and Corporate Traveller.

Since the start of the pandemic, Flight Centre has maintained a long-term strategy of investing in people, products, technologies, and systems to enhance the Group’s capabilities and future growth prospects.

Having seen this strategy quickly deliver tangible benefits to its corporate businesses – with multiple regions now back to pre-COVID levels or ahead of 2019 numbers – Flight Centre is focused on scaling its impact and growing the company’s market share in the global business travel sector through an increased focus on improving and innovating customer experience.

Using Qualtrics CustomerXM, Flight Centre will create an end-to-end view of the customer experience delivered by FCM and Corporate Traveller by enhancing its current cross-channel voice of the customer program throughout the entire corporate sales cycle - from consideration to renewal.

Insights will be made available in real-time, equipping Flight Centre’s teams with a deep understanding of the evolving expectations of corporate customers, and enabling them to take rapid, targeted action to resolve issues, uncover unmet needs and cross/upsell opportunities, and identify what drives customer decision making.

As Flight Centre builds its voice of the customer program leveraging Qualtrics across its corporate brands, the organisation will work with Qualtrics’ team of CX experts in Australia to draw further value from the investment.

The expertise provided by Qualtrics will help Flight Centre scale the CX program to meet current and future needs, while the support enables the Group to prioritise and focus its efforts on adding more value to customers.

“The disruption faced across the travel industry has reinforced both the value of expert travel managers and advisors, and the ongoing need to invest in people and customer-friendly technology,” said Chris Preston, Senior Vice President and Head of Global Marketing Operations, Flight Centre Travel Group.

“Listening and responding to customer feedback has always been critical for the Flight Centre Travel Group customer service experience and that will forever be a key pillar for us – this program will allow us to level up even more in that space."

“With the insights and capabilities provided by Qualtrics, we’ll be able to confidently take action designed to maintain our high market share in Australia and accelerate our growing footprint in the Americas and Europe, the Middle East, Asia, and Africa.”

“In today’s rapidly evolving markets, across every industry, organisations that can stay aligned with and respond to the evolving needs of customers are set to win outsized market share,” said Vicky Katsabaris, Director of XM Solutions & Strategy, Qualtrics.

The early stages seen at Flight Centre Travel Group are very promising and is testament to the long-term value of taking a customer-centric approach and highlights the critical role experience management technologies have to play in helping organisations keep and find new customers.”


About Qualtrics

Qualtrics, the leader and creator of the experience management (XM) category, is changing the way organizations manage and improve the four core experiences of business—customer, employee, product and brand. Over 16,750 organizations around the world use Qualtrics to listen, understand and take action on experience data (X-data™)—the beliefs, emotions and intentions that tell you why things are happening, and what to do about it. The Qualtrics XM Platform™ is a system of action that helps businesses attract customers who stay longer and buy more, engage employees who build a positive culture, develop breakthrough products people love and build a brand people are passionate about. To learn more, please visit

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