At JTB Business Travel, we’re committed to evolving with the changing needs of our clients—while also staying true to the legacy that’s defined us for over a century. Our newly announced brand refresh reflects that commitment. It’s a thoughtful transformation that not only embraces new trends and technologies but also aligns with a broader global initiative from our parent company, JTB Corp.
More than just a new look, this refresh marks the beginning of our next chapter, one that reinforces our values while positioning us to meet the demands of modern business travel. Our visual identity may be changing, but our mission and dedication to exceptional service remain as strong as ever.
As Geert de Boo, General Manager and Vice President of Global Business Travel at JTB USA, Inc., puts it: “We’re proud to connect 100-plus years of JTB history with a bold new vision for the future of business travel.”
Why Now? The Thinking Behind the Rebrand
The decision to refresh our brand identity is part of a larger transformation journey that began with JTB Corp’s global rebrand in 2022. That initiative was designed to modernize the entire JTB family of brands while preserving the deep-rooted values that have guided the organization for over a century.
As JTB Business Travel continues to expand and evolve, aligning our identity with this global direction became a natural next step. With offices, teams, and clients spanning continents, a unified brand helps create clarity, consistency, and a more connected experience across every touchpoint.
As we enter this next chapter, here’s a look at what’s changing and what’s staying the same.
What’s Changing: A Refreshed Identity, Purpose-Built for Today
Several elements of our brand are evolving to reflect a more unified, modern, and solutions-oriented approach to business travel. Here’s what’s new:
New Visual Identity
Our updated logo and visual system are designed to bridge our past and future. The iconic JTB logo—long a symbol of reliability and tradition—remains part of our story, while a fresh turquoise background and bold white JTB Business Travel mark bring a clean, contemporary feel. The result is a visual identity that communicates clarity, confidence, and global perspective.
New Digital Touchpoints
We’re also updating our digital presence to create a more consistent experience:
- A new website domain: jtbbts.com
- New email addresses for all teams: transitioning to @jtbbts.com, replacing regional domains like jtbusa.com and jtbeurope.com
New Messaging
You may notice a subtle yet meaningful addition to our new domain — the letter “S.” It represents Solutions, a pillar of our global service model. As business travel continues to grow more complex, our focus is on delivering flexible, technology-enabled solutions that help clients navigate challenges with confidence.
What’s Staying the Same: Our Commitment to Clients
While our look may be changing, the heart of JTB Business Travel remains firmly in place. The values and service model that our clients have come to trust are not only staying the same — they’re being strengthened through this evolution.
We remain committed to providing:
- 24/7/365 global support from teams who understand the nuances of international business travel.
- A balanced approach that blends cutting-edge technology with human expertise.
- A deep focus on personal service and traveler safety, no matter where your journey takes you.
As Geert de Boo explains, today’s travelers want intuitive, self-service tools—but also the peace of mind that comes with real, responsive support. “Our clients shouldn’t have to choose between the two, and with JTB Business Travel, they don’t.” This balance between innovation and personal attention is what sets us apart — and it’s what continues to drive every decision we make.
What to Expect in 2025: Phased Rollout Timeline
The rollout of our refreshed brand identity will continue throughout 2025, with updates gradually appearing across our digital platforms, communications, and client touchpoints. A full reveal is planned for this summer’s Business Travel Show Europe (BTSE) in June. Stay tuned for more details as we get closer to the event.
For our clients, this new identity is a signal of continuity and progress. You can expect the same high level of service, now supported by a more connected, solutions-driven global brand.
For our partners, it reflects a shared commitment to collaboration while offering worldwide scale.
And for the business travel industry, it represents the next step in JTB Business Travel’s legacy of leadership and innovation.
By honoring our heritage and embracing what’s next, we’re positioning JTB Business Travel and the companies we serve for long-term success in a world that’s rapidly changing.
Contact us with questions about this brand refresh, and follow us on LinkedIn to stay up to date on what’s ahead. We look forward to showing you what’s next.
