GuestLogix unveils corporate revamp

By Doug Newhouse |

Airline provider of onboard retail and payment technology GuestLogix has a new corporate look to support its ‘end-to-end’ travel experience.


The company, which provides payment and system solutions for railway operators has now unveiled new logos, a tagline, a refreshed website and other communication tools to bring it up to date.


The technology and services company is also adopting ‘Powering Ancillary Revenue(TM)’ as its new tagline with this and the rest of its new look all readily visible on the company’s new website [].


“As a company, we hold strong pride in our past, but are sharply focused on the opportunities that lie before us. Our strategy remains firm that GuestLogix’ ability to serve the passenger travel industry goes well beyond the cabin,” said Brett Proud, President & CEO of GuestLogix.


“Our position as the clear market leader in processing payments onboard continues to provide a solid foundation for the business and will remain a strong focus at GuestLogix. Moving forward, we are being called upon to play a more holistic payments role in the retail efforts of the passenger travel industry and these new brand assets and business units signal that expansion.”




The company says it has spent the past 18 months working directly with travel operators and building long-term global partnerships to identify the advancing retailing needs within the passenger travel industry. It says proudly that it has ‘successfully positioned itself to be the payment processor of choice’ through a variety of new access points and touch points such as in-flight entertainment systems, kiosks in the airport, retail solutions in airport lounges, and mobile solutions at multiple touch points.


“There has never been a moment in time when travel and retail have been at more of a convergence than right now, and the goal is to elevate the core attributes of the GuestLogix brand to convey our extensive ability to serve the travel retail market,” said Dan Thompson, SVP Marketing, Communications & Investor Relations.


“We are taking the steps to strengthen and modernise how we represent ourselves in markets around the world. Our clients, partners, employees and shareholders should expect much more dynamic, interactive content and increased accessibility to information as we continue to build out our new website and new communication tools.”


As part of its rebrand, it claims to have established three distinct sub-brands to operate as concentrated business units that cater to the key focus areas of travel operators and that hold significant growth opportunities.


It says that the Ancillary Insights(TM) brand will encompass all elements of GuestLogix’ Business Intelligence unit, including its Analytics platform and syndicated data initiatives. This division will also expand its scope beyond the onboard environment as the company says it has been designed to provide ‘a holistic view across a travel operator’s entire retail programme at all touch points in the travel journey.




While not new, Guestlogix adds that its OnTouch(R) Destination Merchandising unit has been updated and given increased focus as a growing part of the business. GuestLogix now has active clients selling destination content via flight attendants onboard aircraft and railway carriages, as well as at off board touch points throughout the travel journey. Additional deployments, including those through GuestLogix’ in-flight entertainment partners, are expected throughout 2014.


Lastly, Travel RPM(TM) (Retail Performance Management) has been designed to take the company’s present retail performance to the next level. The company said: “As the industry’s leader in onboard retail technology, GuestLogix is now able to significantly leverage its expertise and employ best practices found within the most extensive and diversified client base in the industry. The division will offer a variety of consulting services including on-site assessments in the areas of operational processes, retail modelling and product benchmarking”.



Last month the company announced a new agreement to deploy its onboard retail technology platform – including POS hand-held devices – onboard Norwegian Air Shuttle ASA. The company added that its ‘solution’ will be used to accept credit cards onboard all European flights for the purchase of food and beverage, as well as duty free goods.


It added: “GuestLogix’ OnTouch® Analytics platform will also be deployed to improve transparency and optimize the carrier’s onboard store performance. The multi-year agreement was made in partnership with Northern Europe’s leading tax-free and travel retail industry services provider, Inflight Service Europe AB, and reaffirms the importance of this strategic partnership. Norwegian is the third largest low-cost carrier in Europe based on passenger trips, representing significant new market share for GuestLogix.”


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