Carlson Wagonlit Travel has officially changed its name to CWT as it reveals a new logo and brand identity.

The global TMC says the new three-letter name honours the company’s heritage and its digital leadership ambitions. It also reflects the three pillars of its proposition: “simplifying corporate travel, connecting to unlock possibilities and collaborating with businesses”.

CWT says the rebrand also fits in with its intent to be a global leader in digital business travel, hotel distribution and meetings and events.

The rebrand encompasses the main TMC and three of its four specialist services – CWT Energy, Resources and Marine, CWT Meetings and Events and CWT Solutions Group. Meanwhile, its hotel distribution division Roomit by CWT will only see “minor changes” in the colour palette.

CWO Kurt Eckert commented: “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. There’s a romantic link with the Wagons-Lit era, and we’re 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.”

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