Process change

Capita understand processing. Their business is based on rationalising it, improving it and helping other organisations to deal with it. If a service is dependant on dealing accurately with lots and lots of repetitive transactions, the chances are that Capita are behind it. Their brand reflects this, but entering into the business travel market had presented them with a new problem. Here, every transaction has an emotional value – time saved, a good night’s sleep, a deal done. Capita Business Travel would be their first consumer-facing brand, having to define its position in an incredibly competitive sector. It meant a change in the corporate mindset, and one that had to be achieved quickly.

Imaginative leaps

Capita saw the opportunity to apply its honed working practices to an industry that had never operated in that way before, using its technological expertise to deliver new levels of service. The potential here was massive, massive enough for us to say with some justification that its effect would be Business Travel. Transformed. And where other companies’ identities deal with the practicalities of the hotel check-in or the trip through the airport, Capita Business Travel’s takes leaps into the world of the imagination, solving impossible problems and dreaming futuristic dreams.

Taking wing

We have established a brand that is unlike anything in the sector. It positions Capita Business Travel as a company that does things differently. Clients, and the industry, have taken note. At its inaugral visit to Business Travel Show, the business secured over £160m of new business leads.