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BTI Sita poised for new brand identity by year end

Global BTI fold up forces strategy rethink

Bhisham Mansukhani - Mumbai

Following the announcement of the discontinuation of BTI (Business Travel International) globally in January this year, Kuoni India has decided to rebrand its wholly owned business travel division BTI Sita. The division, which was a strategic alliance between Kuoni and BTI will have an indigenous branding by the second half of 2006 in the aftermath of Hogg Robinson Plc (UK) and BCD Holdings (US), joint partners in BTI deciding to part ways. Additionally, a strategic alliance and branding with either of the partners in erstwhile BTI could also be on the cards.

BTI will honour all its worldwide contracts signed with business houses until they run out, including those signed with more than 250 in India. Kuoni India, a 100 per cent subsidiary of Kuoni Travel Holding Ltd entered a strategic alliance with the Business Travel International (BTI) in April 2002 to offer Global Travel Management Service solutions to corporate travellers in India. Vijay Chadda, COO, BTI Sita told ETW, "Following the termination of the partnership in January that owned BTI globally, the strategic alliance will also logically terminate. However, we will continue to service our existing clientele as per contracts signed as BTI Sita until they run out. A new brand indentity should be in place somewhere during the second half of 2006."

BTI Sita so far had a client base over 250 multinational and Indian corporations with a staff of 350 and 12 local offices. BTI was founded in 1990 and until January this year had 3000 locations in 100 countries spanning five continents. BTI Sita also won Best Business Travel Operator, 2003 - 2004, Galileo, Express Travel & Tourism Awards.