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LCC History: 30th anniversary

A Walk Down Memory Lane

In 2021, Lufthansa City Center looks back on a 30 years of history. Certainly, we would have preferred completely different setting to celebrate this exciting year of our 30th anniversary. Until we can have a proper celebration, we will take a few steps down memory lane and have collected some of the major milestones of the LCC History that have shaped our company throughout the years.

The early days of LCC

The LCC Franchise Concept was founded back in 1991. The first German agency opened its doors in Dresden followed by the first international one in Tallinn/Estonia one year later. The following years were marked by continous expansion on the different continents with a focus on Asia, Europe and Latin America. With the launch of a separate business license called “Business Plus” as additional service brand, Lufthansa City Center positioned itself also in the corporate segment on a national and international level. The brand was later renamed to “Business Travel”.

By 2009, the international network has grown to 310 offices in 80 countries outside Germany. Different Local Country Organizations (LCO) were founded to strengthen the LCC brand locally with regional marketing activities and a joint buying approach.

New marketing approach

The year 2011 started with the launch of the new international marketing campaign  “Tailor-made” and a new LCC slogan for all our agencies: “Lufthansa City Center – Your travel agency. / Business Plus Lufthansa City Center. Your travel management.” The new slogan has set a clear focus on Lufthansa City Center as an independent travel agency network.

In 2012, LCC set the trend and enriched its marketing approach as first international travel agency chain with an own exclusively designed Corporate Scent called “Holiday Breeze”. tis is being applied in all LCC stores at the point of sales to offer a unique holiday atmosphere. Together with a Corporate Song, and a dedicated Corporate Fashion and an own Corporate Cocktail,  Lufthansa City Center now could be experienced with all senses!

Launch of DMC network

2014 marks an important year in the history of the company. Lufthansa City Center started their own DMC network focussing on developing and offering exclusive, unique and thrilling travel experiences around the globe within the LCC network.  Here, privileged and professional incoming agencies with thorough market insights and local product knowledge connect with expert outbound agencies within the network for best offers individually created for each customer.

The LCC DMC network is a clear quality seal focusing on tailor- made travel inspirations carrying the incomparable LCC signature beyond standard mass products with one common leisure marketplace to offer, sell and buy exceptional offers from all over the globe. To date, 67 Lufthansa City Center DMC Partners offer their services on more than 75 countries.

New distribution platforms

In 2018 Lufthansa City Center was one of the first movers in creating a global travel distribution platform together with Atriis that gives travel agents and customers direct access to products of many airlines, hotels and car rental suppliers, thus achieving advantageous rates for their clients.

By now, more than 30 distribution solutions are in use in our LCC network. These include Amadeus, Atriis,  Argo, Aaron Group, DCS Plus, Travelport, Travelfusion, Sabre and more, reflecting the richness and knowledge of our global network and also the regional needs in terms of NDC content.

Rewarding outstanding ideas

Every year Lufthansa City Center is awarding the best local activities from its network members in the categories Social, Green and Marketing. During the General Assembly that takes place at the end of the year, all participants vote the winner of each categories.

 

In 2018, the LCC Diversity Award was added as a new category to bring awareness to how LCC is living diversity. In the same year LCC produced together with authentic LCC network partners from around the world the video “LCC lives diversity”.

LCC Diversity Movie
A new look and feel

2019 marks a big milestone in the history of the company. With the mother company changing its brand appearance also Lufthansa City Center enters a new era to strive for a simpler, more sophisticated, modern ad clear image. The process was initiated in 2018 and relaunched in 2019. Step by step all agencies are switching to the new corporate design offline and online.

LCC Rebranding Trailer

On the way to a new era

2020 has challenged us all – and accelerated our efforts to further digitalize our offer, communication and service towards our end customers and our LCC members. The pandemic however also revealed the value of this world- wide network, i.e. with innovative ideas and best practices developed in one LCC market and copied to the next and strong bonds created to keep business within the trusted LCC network. The traditional annual General Assembly was cancelled for the first time. At the same time, the first 100% virtual conference with 600 attendees streaming for 15 hours was successfully launched.

In total during the year 2020, 4790 attendees in 198 sessions joined the new enriched virtual meeting source created by the LCC Headquarters. This intense reach was never as high as during this difficult year. Fingers are crossed that in 2021 at least a hybrid event will be possible so that our members can meet again and continue the valuable exchange and personal touch that makes this network truly one-of-a-kind.

What does LCC mean to our partner?

An authentic portrait of Lufthansa City Center shared by the Lufthansa City Center members in live statements. Discover what Lufthansa City Center stands for - for the people who represent the face, voice, heart and soul of this global travel brand.