Under a consolidated brand framework, Helloworld are now able to deliver quantitative data-based return on investment results to suppliers, according to ceo, Elizabeth Gaines.
Speaking to Travel Today at the Frontliners Conference in Adelaide on the weekend, Gaines said the term 'governance' was incorrect in respect to the way the group plans to ensure agents are choosing to sell preferred supplier products and instead opting to look at unique product exclusive to Helloworld agents through forging better supplier partnerships.
"Helloworld can now deliver ROI to suppliers through a consolidated brand and single channel," Gaines said.
"It's something that historically under numerous brands that was hard, but behind a single, motivated consolidated brand network, we can deliver results. We can use data more effectively."
Gaines said the group has put in place "what we think is the right incentive structure", based on supplier products to "incentivise our consultants" in choosing to sell preferred supplier products.
"I think that's what works the best. They're in individual businesses so they can make their own decisions," she said.
"But it's broader than that, it's about creating unique product. We've done some great work with our partners and created unique product that is unique to Helloworld and you can't book it anywhere else."
"When we get feedback on that we can demonstrate to our suppliers that we can deliver and [they] are getting ROI," Gaines said.
Gaines said "we as a business focus on revenue maximisation and that benefits everybody".
Head of Associate Networks, David Padman added that the group was now focused on diversifying avenues of selling preferred supplier product.
"It's about having a number of leavers to divide our supplier products. It's not about just one avenue, but many different," Padman told Travel Today.
"We offer a different offering to the supplier than we have ever done before."
"What we've had to do is get good at understanding at distributing product," he said.
