Carlson Wagonlit Travel Unveils New Identity as CWT

Carlson Wagonlit Travel is rebranding itself by changing its name to CWT.

The Minneapolis-based global travel management company said the new identity honors its heritage as well as its digital leadership ambitions.

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The three-letter classification reflects the three pillars of its focused value proposition, which include simplifying corporate travel, connecting to unlock possibilities, and collaborating with businesses.

CWT said the name change is also significant in that the company is seeking to be the global leader in a trio of key areas, including digital business travel, hotel distribution and meetings and events.

"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 CWT President and CEO Kurt Ekert in a statement. "There is 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."

Announcing the new brand and identity for Carlson Wagonlit Travel - #CWT.
Discover more: https://t.co/5eWP6YHUlb pic.twitter.com/A0FgLLmkA2

— CWT (@my_CWT) February 18, 2019

As Ekert alluded to, CWT actually dates back to the early 1870s and the emergence of rail sleeping cars.

Looking ahead, CWT aims to offer a simple and seamless travel management experience— including an intuitive user interface and integrated management tools—as well as provide more services and content to travelers, travel managers and suppliers in hopes of unlocking both people and business potential in addition to innovating and evolving its offering by implementing new technologies.