The last year has been a time of great opportunity, with low interest rates and a strong dollar making overseas travel particularly attractive to consumers.
Given this backdrop, all indications are that growth for savvy agents who adapt to the changing buying habits of travellers will continue throughout 2014.
The last 12 months have been the most important in the more than 40-year history of Jetset Travelworld Group, now Helloworld Limited. During this time, we've transformed our Group and introduced Australia's newest travel brand to the market.
Helloworld represents the experience, passion for travel, commitment to customer service and local knowledge offered by each of our independently owned and operated stores. To enhance that value, we've introduced a new, interactive multi-channel travel experience to the Australian marketplace that's much more closely aligned to the needs of today's travelling public.
Moving forward, 2014 will be defined by three trends: exploration, technology and personalised experiences.
With huge global events like the World Cup in Brazil driving unprecedented interest in South America, adventure and exploration holidays continuing to soar in popularity, and amazing deals on locations like Antarctica, Galapagos and Burma, growth in overseas travel will continue.
Cruising in Australia has never been more popular, a trend which will continue throughout 2014. A record 34 ships will sail on 202 roundtrip cruises from Australia. The continuing capacity growth in the cruising market means that there's a wide range of options to suit all travelling styles and budgets.
Ongoing changes in exchange rates will impact travel patterns and choice of destinations. However, I would expect growth in international travel to continue.
With investment in infrastructure in nearby countries like Bali and Fiji, there's short-haul holiday products available to suit every traveller. A weakened dollar will drive domestic travel demand and create an influx of tourists from Asia in particular.
In terms of consumer trends, travellers will become more and more tech savvy, increasingly relying on the latest apps to access location-based services and offers while they travel. As a by-product of a greater technological focus, travellers will turn to social media and consumer reviews as the first port of call for researching their next holiday.
But this kind of research can only go so far. When it comes to booking, what travellers need is advice and expertise from someone who has been there. They are looking for unique, bespoke experiences that only an on-the-ground expert can provide. But they want this in the time and manner that suits them. Helloworld's multi-channel model is well situated to capture this growth.
People now want an experience that's special. Increasingly, holidays are being centred around major events, such as Wimbledon and Formula One.
Food tourism is also shaping up to be popular, with more travellers seeking out the world's leading restaurants. When we go somewhere, we want to feel like it's truly a once in a lifetime experience.
To guide their travel plans, they'll look for highly visible brands and the support of a trusted consultant to safeguard their investment. I expect we'll also see a higher focus placed on value rather than cost as travellers seek to make each dollar go further.
The journey that Helloworld Limited has been on during these past 12 months has been truly extraordinary. Thanks to the dedication and enthusiasm of our franchisees, consultants, staff and suppliers, helloworld has already fostered more growth and competition in the market.
In the next 12 months, I'd expect this growth to continue. Our vision with helloworld is to alter the market structure for the benefit of the entire industry and create more opportunities for all.
