Helloworld has still failed to explain why it axed its Best Flights brand after appearing to guarantee its future only weeks ago.
From February 1 customers visiting Bestflights.com.au and Bestcruises.com.au will be redirected to Helloworld.com.au, spelling the end of both brands.
Helloworld said in a statement that it continues to own Best Flights and claimed customers would see improved technology on the Helloworld site, which is powered by Orbitz Worldwide.
But it failed to provide clarity on why assurances were made that the Best Flights brand would not be shut down, only for the opposite to happen.
The decision to consolidate its online brands under Helloworld, a move announced through a message on the Best Flights website, on Facebook and via Twitter, sparked a number of angry comments posted on the Travel Weekly website.
One comment, from a reader saying he left Best Flights five months ago, said staff were told by management “multiple times” that it intended to run the business “in parallel” to Helloworld and that it would be given “all the opportunity and support it needs”.
“My gut feeling after that meeting, plus other interactions with Sydney based senior staff was that they were completely full of it,” the comment read.
Another comment read: “They [JTG/Helloworld} said they would not close it down, they did, they said they would run it side by side [with] helloworld, they did not, they say it is the same staff, unless they have relocated them to the Philippines they are not, they say the deals are the same, a simple comparison will show they are not.”
Travel Today was told in early December that “Helloworld limited is not losing or closing the Best Flights brand”.
While reaction on the Best Flights Facebook page appeared muted, the news did generate negative responses, along with 17 ‘likes’.
“New website sucks….plus you sacked half the staff….progress eh,” wrote Duncan Thelwall.
Best Flights responded by saying it has joined the “Helloworld family” which would provide “improved benefits”.
“Helloworld is the next phase in enhancing the travel experience for you and our customers,” it wrote. “We have made some changes within our business but are still here to provide you with the same great service you are accustomed to.”
In an emailed statement to Travel Today, Helloworld said: “Best Flights continues to be a wholly owned brand of Helloworld Limited and consumers can expect to liaise with the same highly qualified Best Flights staff.
“Best Flights and Best Cruises are migrating to the new helloworld.com.au platform which provides a comprehensive and improved online offering under helloworld.com.au.
“The new technology offers significant improvements including full optimisation for smartphone and tablet devices. The Best Flights team will also continue to support and operate both BestCoachTours.com.au and BestAdventures.com.au.”
