To many members and staff within the helloworld group, it’d be fair to say recent years have been a roller-coaster ride of change in brands, personnel and direction. KarryOn exclusively attended the recent OMC in Singapore to get a feel for where things are at now.
It was still early on Friday morning at Resort World on Sentosa Island in Singapore when helloworld Group CEO and Managing Director Andrew Burnes took to the stage and opened his address to an audience of 500 with the words;
“I said I’d be back… But what’s even better is that you’re back”.
As icebreakers go, it was a no nonsense double whammy of confidence that immediately got the audience’s attention.
The time in particular Burnes was referring to, was that of the corresponding event in Wellington last year where he’d made the declaration in his closing address to the very the same helloworld members.
More change and speculation at the time had given rise to an unsettling period for the group’s members in which Burnes was still to be formally appointed as Group CEO.
That formality, Burnes reminded us came in January 2016 and was still only ‘eight months, twenty-one days, twelve hours and forty minutes ago’ at the time of giving this presentation.
A period in which since Burnes said had been “An extraordinary transformational period for the whole group”.
Wellington 2015
Burnes added that the group is “Now bigger, stronger and more valuable”, firstly citing the group’s market capatalisation at the time being x 20 times less than The Flight Centre Group whereas today that number has been reduced to only x 6.8 times less.
The share price too which was at $1.80 on 9 November 2015 now sits at $4.26 and had risen as high as $4.90 in September. A jump of $3.10 in less than twelve months.
And let’s not forget the double NITA Best Branded Travel Agency Group of the Year and Best Non branded Travel Agency Group wins back in July for helloworld and helloworld for Business.
Wellington OMC November 2015
But the most important message here Burne’s vocalised was that crucially people had returned for this year’s conference as helloworld members, be it as part of the groups Branded, Associate or Business arms.
As such this year’s conference theme was “We’re all in this together” with Burnes address preceded by the screening of a video that featured amongst others Qantas CEO Alan Joyce and business leaders from Jetstar, APT, Emirates, Accor Hotels and The Travel Corporation.
All of the leaders in the video talked to the strength of working together and of how, in their minds Burnes and the team had successfully led helloworld to bigger and better times since he took on the role.
Red Balloon is a new partnership for the group. Pic. Nick Baker (CEO)
It was a highly qualified tick of approval and a loud commitment to the group’s members of just where, together they see the future opportunity for everyone.
“But only, if the group responds collectively to the changing dynamics of the industry.” followed Burnes,
“Travel distribution is an industry subject to greater disruption than any other. We need quality service but we also need speed and competitiveness. We need the best of both worlds.”
helloworld CEO and Managing Director, Andrew Burnes
Asking the question of what customers want today from a Travel Agent Burnes said, “Travellers want someone to help put it all together, someone to help when things go wrong. Try cancelling or getting a refund from an Online Travel Agency (OTA) – It’s not a great experience and people want our help to make it happen.”
The helloworld Groups new mission Burnes conveyed;
“Is to give you the tools to run the best retail travel agency businesses you can be. We want to be the best a multi-channel travel distribution business in the world”.
MTA Travel adds more weight to the group
Explaining just how this was going to happen was where the big announcements (and cheers) came thick and fast with the news of a 50% stake in Mobile Travel Group MTA Travel, a generous 768,000 share holding giveaway for all helloworld members and an optional 25% buy in to members businesses for those that wanted to seal the partnership.
The Groups Conferences were also to get a makeover with new dates scheduled for the OMC in May 2017 as essentially an Annual General meeting for all to tie in with pre-end of financial year planning and the helloworld for Business Conference to be held in the same destination and with the option to attend both for relevant members.
Conferences are still a major piece of the puzzle – helloworld Frontliners, Brisbane 2016
And finally, the online offering was to be increased with a revamped helloworld.com.au to offer commission on all transactions for members and new digital tools including a new app, Resworld system and brand marketing push.
Clearly this was all very much about winning helloworld member hearts and minds on the strength of Business excellence and positive outcomes, rather than delivering throwaway lines without substance for yahoo’s in return.
Akin to a politician’s roadtrip, the theme continued throughout the weekend with Burnes deep in discussion with all that engaged him and constantly visible to answer questions and network with suppliers and delegates alike.
Renee Nightingale, helloworld Albury & CEO & Managing Director Andrew Burnes
Whilst the conference was hailed a success by all that went for its attendance, content and organisation, the biggest winner of all must have been that of Burnes who skillfully kept his messages on point every time he spoke and rallied the troops in a way that surely will have members reaching for their pens to sign new contracts.
“Our current relationship has been a bit confusing and so our proposed new way of working is to be transparent, Understandable and Motivational”. He said.
“No organisation can give you what we can give you – We’re here to give you more”.
These are both challenging and opportunistic times for all sectors of the industry. Will Burnes succeed in flying the helloworld flag onward to victory?
If Singapore is anything to go by, it’s looking pretty positive for the cohesive blue army right now.