HELLOWORLD TO PUSH BUSINESS BRAND
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...