Can AI Agents Unlock Flight Centre's Next Growth Chapter?

E commerce

Flight Centre deploys AI agents across operations as dual executive appointments signal shift toward automation-driven productivity and digital consolidation strategy.

Flight Centre names Christopher Steiner as chief AI officer to lead transformation.
Rob New takes head of digital commerce to consolidate ecommerce platforms and brands.
Online bookings already represent nearly half of total booking volume at travel group.

The consolidation of the travel industry is on the rise as Flight Centre Travel Group has appointed a pair of senior executives to spearhead its digital initiatives and artificial intelligence strategy. Christopher Steiner, a member of the company for 24 years, has been appointed to the position of chief AI officer, while Rob New, the previous general manager of the Jetmax brand has taken charge as the head of digital commerce.

This profile appointment indicates the commitment of Flight Centre to transforming its business into AI-based operations and fast online bookings. Online bookings represent around half of the overall booking volume of the company - a figure that the company hopes to boost considerably with the growing digitalization and automation. Steiner's appointment focuses on developing what Flight Centre calls an "agentic accelerator program", a comprehensive initiative designed to transform the company's global leisure operating model into an AI-powered productivity engine.

His tenure at Flight Centre spans multiple divisions, beginning in software engineering before progressing through digital strategy leadership and ultimately serving as chief information officer for one of the organization’s business units. In his new capacity, Steiner will oversee the strategic deployment of AI agents across all leisure brands and functions. "The deployment of AI agents will make our people sharper, faster and better informed," Steiner said in a statement, emphasizing how artificial intelligence will enhance rather than replace human capability. The agentic model is designed to increase operational efficiency and decision-making speed across the entire organization.

Rob New's mandate centres on consolidating Flight Centre's fragmented ecommerce ecosystem into a unified commercial engine. "We have an extensive collection of brands and a significant digital footprint," New explained. "This role is about unlocking what that portfolio can do when it operates as one connected commercial engine."

Global Leisure CEO James Kavanagh endorsed both appointments, noting that customer expectations are being fundamentally reshaped by AI capabilities in real time. "To invest and grow at the speed this deserves, you need people who wake up thinking about nothing else," Kavanagh stated, characterizing the appointments as essential to navigating rapid industry transformation.

Business Honor is of the view that Christopher Steiner's appointment as Chief AI Officer represents a strategic transformation in Flight Centre's operational productivity and AI integration capabilities across its leisure brands portfolio.