Some Travel Agent groups are tackling online competition by entering arrangements with their foes, while others, such as Helloworld Travel, have decided to take them head-on.

Speaking at the Frontliners Forum in Fiji, Helloworld Travel’s Steve Brady said that the group is helping Travel Agents compete with online deal sites, (think Luxury Escapes and TripADeal), by providing them with product that caters to the ‘impulse purchase’ segment.

Similar to the deals offered through online competitors, Helloworld Travel’s packaged offers are designed to entice holidaymakers looking for affordable, last minute escapes.


Brady said the group has taken two approaches to impulse purchasing, one that’s slightly classier packages featuring 5-star accommodation and great inclusions under the Luxury Getaways banner, while the other is to offer extremely competitive package product with outstanding inclusions and excellent value under the Viva! Holidays brand.

An example of is an eight-night stay at Phuket Marriott Resort & Spa, which was available from $689. According to Brady, this package sold “like hot cakes” with many Agents taking advantage of the press advertising by sharing the deal through their own social channels. With press advertising by Helloworld Travel Wholesale combined with social media tools for Agents to use, Agents have everything they need to generate sales in this segment.

“We’re giving Agents the tools they need to compete with some of their competitors.”

Steve Brady, Helloworld Travel Wholesaler National Sales Manager

Keep an eye out on print publications such as Escape to see Helloworld Travel’s packages in action.


Do you think fighting fire with fire will work for the agency group?