Success in travel isn’t just about transactions—it’s about forging strategic partnerships that foster growth and long-term success. Link Travel Group recognises this, demonstrating that lasting success is strengthened by collaboration within a strong network.
It’s about collective growth. At Link’s 2025 Partner Business Lunch in Sydney’s Woollahra, one message stood out: the right partnerships create opportunities that fuel a more dynamic, profitable, and resilient travel industry.
Link Travel Group prioritises building stronger, smarter, and more sustainable partnerships that benefit the entire industry. When its members succeed, the industry as a whole benefits.
More than just a Link in the chain
From day one, Link Travel Group has taken a different approach. It doesn’t see its industry relationships as transactions—it see them as partnerships.
“We don’t call you guys suppliers. You are our partners,” said General Manager Scott Darlow. “We’re building something bigger than just a buying group. This is about shared success.”
That philosophy shapes everything Link does. Instead of expanding for the sake of it, the group is carefully curating its network. More than 60 potential members have been turned away because they didn’t align with Link’s values.
“We’ve built something truly special here,” Darlow said. “Our members and partners aren’t just numbers to us—they’re part of a collective that shares our vision for growth and innovation.”
According to Darlow, the standout feedback from attendees at the Partner Business Lunch was the quality of Link members and the rigorous vetting process that ensures the right fit.
“We heard from our partners that they were impressed by the calibre of our members and the effort we put into selecting them,” he told Karryon.
“Another key talking point was the group’s overall volume—people were surprised at how much our members produce relative to our size.”
Investing in shared success
When it comes to Link’s ‘prosperity through partnership’ approach, the group walks the walk, actively investing in its members and partners with tools designed to maximise efficiency, revenue, and long-term growth.
Among the latest initiatives:
- NDC capability: Every Link member now has access to a New Distribution Capability (NDC) solution, ensuring they can work with airlines in the most efficient way possible. “We’re pro-NDC and we’ve made sure our members have the best solutions at their fingertips,” said Darlow.
- A new ticketing platform: Currently in testing, this platform will offer greater flexibility and support to members, whether they hold their own IATA accreditation or use Link’s.
- Business Insights tool: This upcoming launch will allow Link to analyse booking trends, identify revenue opportunities, and help partners and members refine their strategies. “Data-driven decision-making is crucial,” said Darlow. “This tool will help our members be more strategic in how they grow.”
- Dedicated National Business Manager: Emmalita Malmberg, who joined Link in July 2023, works closely with members and partners to ensure they’re making the most of available opportunities.
Quality over quantity
Link’s selective approach is paying off.
- The group now has 32 agency brands across 36 locations in eight cities.
- In the past year, Link members have increased their staffing levels by 20%, despite industry-wide challenges in recruitment.
- 96% of corporate members are actively seeking new accounts, while 100% of leisure members are focused on growing their client base.
- The average spend per leisure passenger is up nearly 12% year-on-year.
- 67% of international air bookings are in J-class or above, reflecting a strong demand for premium travel.
The group’s approach isn’t about growth for the sake of it—it’s about bringing together the right people who align with the group’s values and ambitions.
The road ahead: Opportunities and challenges
With all the momentum the group has built, the next step is capitalising on it.
“The biggest opportunity for our members and partners is maximising the new technology tools we’ve introduced and leveraging them for revenue and organic growth,” Darlow told Karryon.
But challenges remain.
“One of the biggest hurdles is the progress and development of some technologies,” Darlow noted. “Consistency across different platforms is still an issue, and that’s something we have to navigate.”
What’s selling?
Some off the travel trends that are standing out:
- Europe remains king, with France, Italy, and Mediterranean cruises leading the charge.
- Japan is booming, with Tokyo always in demand but increasing interest in Hakuba ski holidays and all-inclusive resorts.
- Southeast Asia is seeing strong growth, particularly Vietnam and Thailand’s luxury wellness retreats.
- Domestic travel is on the rise, with the Queensland Islands and Western Australia’s Kimberley region proving particularly popular for high-end travellers.
The next big thing: Link Live 2025
Looking ahead, the travel group is gearing up for its first-ever conference: Link Live 2025, set to take place from 21-23 November.
The event will bring together 130 Link delegates and 50 selected industry partners, offering a unique opportunity for networking and collaboration. And, true to the group’s ethos, it won’t just be another industry get-together. The conference will feature an exclusive owners and partners lunch, ensuring that those attending get genuine face time with decision-makers.
A collective worth working with
If there’s one takeaway from Link’s 2025 Partner Business Lunch, it’s that success in travel isn’t about going it alone—it’s about being part of the right collective. And for Link, that means working with those who share the same vision of growth, innovation, and long-term success.
As Chairwoman Danielle Galloway put it, “We’re not waiting for the future of the travel industry—we’re creating it.”
