Helloworld Travel has taken full control of one of Australia’s most awarded mobile travel networks, announcing the acquisition of the remaining 50% stake in Mobile Travel Holdings (MTH), trading as MTA – Mobile Travel Agents.
The deal, worth around $36 million, lifts Helloworld’s total investment in MTA to about $50 million and gives the group complete ownership of the Gold Coast-based business.
The purchase, which represents roughly five times earnings, is expected to add an additional $440 million in annualised Total Transaction Value (TTV) to Helloworld’s books.
Helloworld Travel Limited CEO and Managing Director Andrew Burnes AO said MTA has been “one of the most iconic brands in the retail travel broker area for many years”.
“We are delighted to announce our full acquisition of MTA,” he remarked.
“We have been closely involved with MTA since the initial 50% acquisition in 2016 and worked together in a cohesive and strategic way since then including leading up to this final investment to ensure the business continues to prosper moving forward.”
Helloworld acquired half of MTA for $14.2 million, with an option to buy the remaining stake by the end of 2021. That deadline was extended to 2025 due to the pandemic.
Meanwhile, Helloworld has announced the appointment of Lesley Owen as Group General Manager, MTA.
“I am honoured to lead MTA, a business I have admired for a long time for its unique client offering and agent proposition,” Owen said.
“I look forward to continuing the amazing legacy created by Karen and Roy Merricks and working alongside Sara and Ben Merricks who are remaining in the business.”
Don Beattie, who has led the MTA business as CEO since 2013, will continue in an advisory role.
“I acknowledge the amazing contribution of Don Beattie who is staying on in the business in an advisory capacity to assist with the ownership transition and ensure continuity of the unique culture and value creation in the business,” Burnes stated.
Founded by Karen and Roy Merricks in 2000, MTA has grown into one of Australia’s leading mobile travel networks, with over 60 staff and around 450 home-based travel advisors nationwide.
MTA is a multi-award-winning network, taking out the Most Outstanding Mobile Advisor Network title at the 2025 National Travel Industry Awards (NTIA). MTA’s Alison McGovern also took home the title of Most Outstanding Mobile Travel Advisor, marking the third consecutive year an MTA agent has won in this category, following Donna Jones in 2024 and Wendy Brockbank in 2023.
Read our full wrap of the MTA Mobile Travel Agents 2025 conference in Adelaide.
All images by Mark Harada.
