CTI, a UK-based travel management company, has rebranded as Amber Road in a move, according to the company, designed to emphasize its travel experience and heritage. The new brand is a reference to ancient business travel – the Amber Road being a 16th-century trade route for the transfer of amber from the North Sea to the Mediterranean. The rebrand follows an undisclosed investment from private equity house Endless in July 2017, which has enabled the business to further invest in technology and “enhance the customer journey.” Established in 1983, Amber Road has grown to become one of the UK's top 25 travel management companies. The firm has around 125 staff based at travel hubs in Manchester, Bristol and Leeds, and is led by Clive Wratten, a former UK executive at global airline Etihad.