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Not 'swinging on our own': Express Travel Group CEO Tom Manwaring on ETG now, the state of travel & the sector's future

When Tom Manwaring talks travel, you listen. Although the Express Travel Group (ETG) CEO has racked up more than half a century in the travel industry, catching up with Manwaring feels like chatting with someone who’s still got his finger on the pulse of the industry - as Karryon finds out in a one-on-one at ETG's recent Xchange conference. We even get a hint about what’s next for Tom himself. Spoiler alert: he’s not slowing down. Yet.

When Tom Manwaring talks travel, you listen. Although the Express Travel Group (ETG) CEO has racked up more than half a century in the travel industry, catching up with Manwaring feels like chatting with someone who’s still got his finger on the pulse of the industry – as Karryon finds out in a one-on-one at ETG’s recent Xchange conference. We even get a hint about what’s next for Tom himself. Spoiler alert: he’s not slowing down. Yet.

It’s been just over a year since Helloworld Travel acquired Express Travel Group, and Tom Manwaring, CEO of ETG, is nothing if not optimistic about the group’s future.

Query him on ETG and he paints a picture of resilience, growth and innovation in a travel industry that’s well and truly found its feet after a rollercoaster few years.

Business as usual (or better?)

Express Travel Group conference
Express Travel Group 2024 conference attendees.

According to Manwaring, post-acquisition, the fundamentals of Express Travel Group remain robust. 

“ETG is stronger than ever in terms of what deliverables we can [offer] the agency system,” he tells Karryon

Even though the group lost a couple of members after the buyout, it added 15 new agencies to its ranks, demonstrating that ETG’s appeal isn’t just surviving – it’s thriving.

Part of this success lies in the technological enhancements that have boosted productivity across the board. 

“The ticketing system is a lot stronger. And the advantage of that is that automation is helping with productivity right down the line. So hence you have less costs. That’s all been very positive.”

Manwaring also praises the team behind the scenes, citing long-term staff retention as a key element of Express Travel Group’s success. 

“Our average staff retention is five to seven years, with some having been with us for 15 to 25 years,” he says proudly. 

That consistency has been crucial in maintaining relationships with agents and suppliers, ensuring that the business runs smoothly despite industry fluctuations.

about

For ETG, joining Helloworld hasn’t meant a dramatic shift in how it operates. 

“It’s business as usual,” Tom says. But with added resources and support. 

According to Manwaring, Express Travel Group remains focused on its core strengths: supporting its agents, growing the business and ensuring profitability. The difference now?

“We’re not out there swinging on our own,” Manwaring notes. 

Being part of a larger company brings new procedures and considerations, but he believes it’s all for the better.

Manwaring is particularly proud of the way Express Travel Group has managed to stay proactive in the market, even while adjusting to the new corporate structure. 

“We want to be judged by how we relate to our members and brands,” he says. “And I’d say we’re stronger than ever in that regard.”

Outlook a mixed but promising bag

High demand for international travel is boosting U.S. travel agency sales.
The Express Travel Group boss is confident people will prioritise travel.

So what does the future for travel look like? Manwaring is cautiously optimistic. 

“Anyone could see that the fares of the last 18 months to two years have been abnormally high. You look at the running 10-year average… we’re returning to that average,” he says.

Despite the challenges posed by inflation and the rising cost of living, people are finding ways to prioritise travel – and international markets, especially Southeast Asia, Europe and the United States are looking stronger for 2025. 

“There’s a very strong desire to travel overseas, not just once, but potentially twice a year,” Manwaring says.

“I think the domestic side might be a little tighter, but basically, even today, I think people will work a way to have that holiday. 

“A percentage of people – those over 50s at the moment are well beyond the CPI. They’ve got excess funds. They’re just going to travel.”

Still relevant in a digital world

travel-agent

Despite the proliferation of online booking platforms, Manwaring strongly believes travel agents aren’t going anywhere. 

I’ve been talking to a number of agencies here at this convention and it’s amazing… they’re saying that the kids are coming back to us to say, ‘no, I want to deal with a travel agent’,” Tom says. 

“So as much [appeal] as the laptop has, and we all will surf on it – I’m doing it for my next holiday… but then I’m going to book through our agent. Because they know the latest [updates] and what is best at that time.”

What’s more, when things go wrong, nothing beats the reassurance of having an experienced agent on your side. 

“If you’re in trouble at 1am somewhere overseas and you need instant help, and you’re ringing your travel agent… it’s certainly a comforting thing,” he explains.

The Express Travel Group boss isn’t naïve about the role technology will continue to play in the industry, but he believes that human expertise will always have a place. 

“Yes, AI can assist, but the public still values the latest insider knowledge that only agents can provide.”

A career worth pursuing

Tom Manwaring departs ATIA board (Image ATIA).
Express Travel Group CEO Tom Manwaring at NTIA. (Image ATIA)

Manwaring is particularly passionate about drawing younger generations into the travel industry. 

“We need to get travel on the curriculum for young people to consider as a career,” he says, flagging ATIA’s advocacy in this regard. 

Tom stresses that the sector needs to have those in their late teens and early 20s “joining the industry in any capacity”. 

“We don’t need a huge percentage of them. We’re probably talking about a couple of thousand kids.” 

And there’s no shortage of opportunity, he believes, across a variety of roles including technology, operations, sales and even finance.

A growing market

One of the most promising outlooks for travel is in the VFR (visiting friends and relatives) market, a sector in which some ETG businesses have thrived and one that’s driven by Australia’s growing immigrant population. 

“The market is even stronger. 500,000 immigrants came into the country last year. They have a new home in Australia, but obviously, they’ve got relatives. So whether that’s in Sri Lanka, India or all the known spots… that’s got a fantastic future.”

Hanoi, Vietnam
Express Travel Group’s 2024 conference was held in Vietnam.

Tom also flags Vietnam as an emerging hotspot thanks to its diverse offerings and affordable travel options.

“To visit here – it offers everything from mountains to ocean… the food in this country is unbelievable. The people are so friendly. It’s clean.”

Staying in the game

And what does the future hold for Manwaring? After 55 years in the industry, Tom says he’s still doing 60 hours a week and feels personally responsible for ETG and FTG [First Travel Group]. 

So he definitely wants to stay involved, even if it’s in a reduced capacity in the future.

“It could change at the end of the year or next year. But I won’t be just riding off into the sunset.”

“You’ve got to stay mentally engaged. You can’t be stagnant. And what better industry to be engaged in than travel?” 

So expect to still see Tom around the traps.. doing what he loves most.

For more information on Express Travel Group, click here.