The multi-million-pound brand refresh, designed by creative agency Brave and developed with Flight Centre’s in-house studio, has started to roll out across the travel company’s network of more than 80 UK stores as well as on its website and social media channels.

This will be followed over the coming months with a media campaign using the below TV advert.

Yvonne Hobden, Flight Centre’s head of retail marketing, said: “This is an extremely exciting time for Flight Centre as we embark on a new brand positioning, the first since our UK launch in 1995.

“This is the biggest investment we’ve ever made in a marketing campaign and this demonstrates our continued commitment to our high street store network and the importance we attach to the personal service provided by our talented travel consultants.”

Flight Centre also promises to provide “All chat, No chatbots” as the brand steers away from algorithms and bots and focuses on the personal service offered by its agents.

The campaign will be accompanied by a new, “light-hearted tone of voice” in Flight Centre’s marketing “to better reflect their people and their culture”.