Carlson Wagonlit Travel has become the latest travel company to replace its name with an abbreviation.
Rebranding this week as CWT, it said the three-letter classification reflects the ‘three pillars of its focused value proposition: simplifying corporate travel, connecting to unlock possibilities, and collaborating with businesses’.
"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," said 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 get new logos, while its global hotel distribution division, RoomIt by CWT, will have a slight change in colour palette.
