With a focus on storytelling and alignment across the company, Amex Global Business Travel evolved its marketing strategy for a new generation of travelers.
The travel industry has been going through a period of intense transformation over the past 10 years. The advent of new technologies, the pandemic, and changing traveler demands have given rise to a new era of consumer needs and expectations.
The same goes for business travellers. Over the last decade, Amex Global Business Traveller (GBT) has invested $1.6bn (£1.2bn) in new technologies to improve the customer experience.
After making these changes, the former marketing director of Barclays Rich Atkinson-Toal was appointed vice president of global marketing and brand in May 2023. His mission was to communicate the investment in an “interesting, unique and different” way. He says “the stage was set” for him to shape the company’s B2B marketing strategy, but “the stage was empty,” so he had to get creative.
