Business travel firm CTI has rebranded as Amber Road in a move designed to emphasise the company’s corporate travel experience and heritage.
The new brand is a reference to ancient business travel – the ‘Amber Road’ being a 16th century ancient trade route for the transfer of amber from the North Sea to the Mediterranean.
This follows an undisclosed investment from private equity house Endless in July 2017.
This has enabled the business to further invest in technology and enhance the customer journey.
The firm, established in 1983, has around 125 staff based at offices in Manchester, Bristol and Leeds.
CEO Clive Wratten, a former UK executive at Etihad Airways, said: “The ‘Amber Road’ is the original business travel route, enabling traders to transfer a valuable commodity across Europe and to the wider world. The route provided people with the freedom to grow their own business – a message that resonates with us as a company today.
“We understand that no two businesses are alike, so when it comes to creating bespoke experiences for our clients, customer service has to be at the heart. Using their expertise, our travel professionals make the journey a part of the experience, creating memories that last far beyond the trip.
“Following our investment from Endless last year, this rebrand is a key foundation in our future growth strategy, and I look forward to working with the team to build on this in the coming months.”