HEL­LOWORLD TO PUSH BUSI­NESS BRAND

Travel Bulletin - - ISSUES & TRENDS -

We are a value added dis­tri­bu­tion busi­ness that starts where the oth­ers stop – our vi­sion is to be Aus­tralia’s net­work’ best cor­po­rate travel agent and TMC David Pad­man, Hel­loworld Head of As­so­ciate Net­works

THERE was a pal­pa­ble en­ergy in the room at last month’s Hel­loworld for Busi­ness con­fer­ence in Sin­ga­pore, with the group ap­pear­ing to very much ap­pre­ci­ate a full and frank ap­pear­ance by the com­pany’s newly minted CEO An­drew Burnes.

Burnes’ backto-ba­sics ap­proach res­onated strongly with the busi­ness own­ers and sup­pli­ers at the con­fer­ence, who couldn’t fail to be im­pressed by the strides the op­er­a­tion had al­ready taken in the 100-odd days since he stepped into the role. Burnes and Hel­loworld Head of As­so­ciate Net­works, David Pad­man, out­lined a num­ber of key ini­tia­tives in­clud­ing a de­ci­sion to pro­mote the Hel­loworld for Busi­ness brand in its own right. The plan has al­ready seen a new web­site launch at www.hwfb.com.au with an agent finder and de­tails about the group, which is now in the process of be­ing ex­panded to of­fer in­di­vid­ual pages for each mem­ber. The site will be the call to ac­tion for a range of mar­ket­ing cam­paigns, with the first step be­ing full page ad­ver­tise­ments taken out in the Aus­tralian Fi­nan­cial Re­view on the day af­ter the Fed­eral Bud­get was handed down, to for­mally launch the brand into the con­scious­ness of Aus­tralian cor­po­rates.

The cor­po­rate-fo­cused group’s 73 mem­bers are a key con­trib­u­tor to Hel­loworld’s busi­ness, with a $1 bil­lion plus TTV which com­prises al­most 20% of the com­pany’s to­tal turnover. The con­fer­ence also saw the launch of a for­mal lead re­fer­ral pro­gram, break­ing down for­mer “si­los” within Hel­loworld so that, for ex­am­ple, SME con­nec­tions made by QBT can be lever­aged for the ben­e­fit of the Hel­loworld for Busi­ness net­work.

Pad­man also flagged the de­vel­op­ment of cor­po­rate-fo­cused prod­uct, with high-end leisure com­pris­ing part of many mem­bers’ op­er­a­tions. The Mel­bourne-based Carl­ton In Busi­ness part­ner­ship had al­ready pro­duced more than $14 mil­lion in busi­ness for mem­bers, and Burnes flagged dis­cus­sions about a sim­i­lar ar­range­ment with the Na­tional Rugby League as well as an­other un­named sport­ing code.

A new al­liance with world­wide TMC net­work Glob­al­star was an­nounced, along with a sig­nif­i­cant part­ner­ship with Serko which will see its new tech­nol­ogy of­fer­ing re­fer­ring new SME clients to Hel­loworld for Busi­ness mem­bers. 60% of flights sold by the group are in pre­mium cab­ins, with an ar­ray of air­lines present at the con­fer­ence to ce­ment re­la­tion­ships, in­clud­ing Qan­tas which was a ma­jor spon­sor and had Gareth Evans, CEO of its in­ter­na­tional op­er­a­tions, as a keynote speaker.

Pad­man touted the ben­e­fits of Hel­loworld for Busi­ness, com­par­ing them to the of­fer­ings of ri­val groups. “A buy­ing group will buy for you – but our value propo­si­tion does that for you and it does so much more. We are a value added dis­tri­bu­tion busi­ness that starts where the oth­ers stop – our vi­sion is to be Aus­tralia’s best cor­po­rate travel agent and TMC net­work,” he said.

Dur­ing the clos­ing ses­sion of the con­fer­ence Burnes in­spired del­e­gates with an up­beat as­sess­ment that op­por­tu­ni­ties are ev­ery­where, with the cor­po­rate brand truly some­thing to be proud of. “We are com­mit­ted to mak­ing the words ‘We’re a mem­ber of Hel­loworld for Busi­ness’ re­ally mean some­thing,” he said.

From left: David Pad­man, Head of As­so­ciate, Cor­po­rate and Af­fil­i­ate Net­works, Hel­loworld Ltd, Gareth Evans, CEO Qan­tas In­ter­na­tional & Freight, Qan­tas; An­drew Burnes, CEO and md Hel­loworld Ltd, Vanessa Hud­son, Exec Man­ager - Cus­tomer & Com­mer­cial...

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