Travellers have more ways than ever to book direct, but agents who offer breadth, expertise, and tailored advice hold the real advantage. Entire Travel Group (ETG) proves that more choice—backed by expert guidance—gives agents a powerful competitive edge.
Speaking to Karryon at the second annual Entire Travel Group Showcase and Soiree, Managing Director Brad McDonnell made it clear: travel agents and wholesalers don’t win by limiting options but by offering an extensive range of choices, supported by real industry knowledge that helps agents match clients with the perfect experience.
More options, less hassle (for agents and their clients)
While other wholesalers might cherry-pick destinations and suppliers, Entire Travel Group takes a different approach. They don’t just sell a handful of resorts in Bora Bora—they offer all of them. They don’t push one ‘hot’ rail journey—they contract every major luxury train worldwide.
“We don’t tell agents what’s best—we let them decide,” McDonnell explained. “Some wholesalers will say, ‘Here are three hotels in Bora Bora.’ We have every single one. Because every client is different.”
Of course, simply having everything on offer isn’t enough. The key, according to McDonnell, is making it easy for agents to navigate.
“Our team is built on expertise. We don’t just have a rail brochure—we have Australia’s most knowledgeable rail specialists,” he said.
A trade event that proves choice is power
The second annual Entire Travel Group Showcase and Soiree saw a 40% increase in exhibitor participation compared to its first year, with McDonnell confident they’ll hit the same growth rate next year. The reason? A line-up that goes beyond the usual players.
“This event is a perfect example of our approach,” McDonnell said. “Agents get access to product they don’t normally see, and suppliers get the same thing in reverse. It’s a win-win.” “Agents get access to product they don’t normally see, and suppliers get the opportunity to meet agents across all agency groups. It’s a win-win.”
Destinations from Malta to the Basque Country were on display, alongside niche products like rail journeys. ETG’s goal? To give agents access to everything and the tools to find the perfect match for their clients.
What AI can’t replace
With AI’s influence on the industry growing, McDonnell believes agents and wholesalers still have an edge—if they focus on the right things.
“If a client is spending $40,000 on a rail journey, they don’t want an AI chatbot. They want to talk to someone who understands the nuances.”
“Sure, AI can give you answers. But travel is about soft skills. It’s about reading body language, understanding why a client is stressed about their holiday, knowing when to steer them towards a different option,” he said. “The same way you’d still want a human lawyer to handle a complex case, travellers want human expertise for their big trips.”
McDonnell sees a future where AI is a tool, not a replacement. “AI will help automate processes, but it can’t replace relationships. It won’t build trust with a client spending tens of thousands on a luxury trip. That’s where agents and wholesalers will always add value.”
Future-proofing the industry
As the industry evolves, ETG’s strategy remains clear: give agents access to everything and the expert support to make the right choice.
“We’re here to make sure agents can still offer value in an AI-driven world,” McDonnell said. “That means not limiting their options, but expanding them—and making sure they have the expertise to navigate it all.”
