Flight Centre Travel Group (FCTG) has acquired WhereTo, a San Francisco-based enterprise travel platform and technology company.
WhereTo pulls in content from dozens of sources and uses artificial intelligence-based algorithms to quickly guide users to the optimal trip options within policy, factoring in criteria like traffic conditions, travel deals, and personal preferences.
This acquisition is the latest of several other strategic technology-based businesses that FCTG has acquired or invested since the beginning of the year, including TPConnects and Shep Travel.
The travel management company deems the partnership with a critical step in building a customer experience from the ground up that can handle an increasingly complex distribution environment.
“WhereTo not only supports FCTG’s efforts to advance and scale the corporate travel business, it enables us to address a wider range of customer needs post pandemic. Its capabilities and specialisation complements and champions the same values we have, and that is to provide corporate customers with best-in-class technology tools that are simple, personalised, accurate and efficient at the same time," said Bertrand Saillet, managing director for FCM Travel Solutions in Asia.
“The need to provide our customers with an advanced digital platform that accentuates the blended service model we offer is further heightened with the Covid-19 pandemic,” said FCTG chief experience officer John Morhous.
FCTG plans to integrate the WhereTo offering into products and services offered across both its FCM Travel Solutions and Corporate Traveller brands globally to "to help expose the complex duty of care requirements we’ll be facing as global travel restrictions are lifted", he added.