MARKET OVERVIEW

MARKET OVERVIEW
United Kingdom & Ireland
The UK remains one of key outbound global markets and currently remains the largest long-haul
source market for visitors to Australia. Australia’s appeal in the UK is supported by the historical
and cultural links shared by the two countries. Generally British travellers tend to be least
affected by worldwide events, and maintain their overseas holidays even in times of severe
economic downturn. The high VFR factor may well be a key influence here. The challenge
remains in the ability of marketing to convert high levels of interest from the UK consumer into
urgency to visit. The market is framed currently by two conflicting trends – excellent increase in
aviation capacity which enables visitation growth, against the current global economic uncertainty
that is dampening this growth prospect.
In terms of total inbound economic value to Australia the UK remains the number one
international market in terms of visitation, yield and dispersal.
Country Fast Facts
United Kingdom (including Northern Ireland)
Population * 1 62.3 million (est. 2010). England 51.4m
Key Cities & Population * 2 Capital - London (12.3 million)
Birmingham (2.6 million), Leeds (2.1 million),
Liverpool (1.3 million), Manchester (2.5 million),
Tyneside (Newcastle) (1.0 million)
Language
English
Religion
Mixed
Annual Leave Entitlement 24 days
Currency
British Pounds Sterling (GBP)
VAT (GST) 17.5%
Exchange Rate to AUD * 3 1GBP = 1.634 AUD 1 AUD = 0.612 (Sept. 2010)
GDP Growth Forecast * 4 Sep 2010 > -1.6% 2011 > est. 1.8%
Inflation * 4 Remains above 3%
Public Holidays 2010/11
1 - www.statistics.gov.uk (Accessed 30 Sep 2010)
2 - http://www.citypopulation.de/World.html (Accessed 30 Sep 2010)
3 - www.xe.com/ucc/ (Accessed 30 September 2010)
4 - Economist Intelligence Unit Country Forecasts
27 & 28 Dec 2010, 1 Jan, 22 & 25 Apr, 2 & 30 May, 29 Aug,
26 & 27 Dec 2011.
1 UK & Ireland 2010

Country Fast Facts
Ireland
Population * 1
4,203,200 (July 2009 est.)
Key cities & population *2 Capital - Dublin (pop. 1,027,900 – Dublin & Outer Dublin).
Cork (195,400), Galway (71,983), Limerick (85,700),
Waterford, (48,300).
Language
English
Religion
Mixed, strong Catholic predominance
Annual leave entitlement 23 days
Currency
Euro (EUR)
GST 21%
Exchange rate to AUD * 3 1AUD = 0.591839 EUR
GDP growth forecast * 4 2011 = 2.75%
Public Holidays 2010/11
25 & 26 Dec 2010, 1 Jan, 17 Mar, 25 Apr, 2 May, 6 Jun, 1 Aug,
31 Oct, 25 Dec, 26 Dec 2011
1 - https://www.cia.gov/library/publications/the-world-factbook/geos/ei.html (Accessed 30 Sep 2010)
2 - http://www.tageo.com/index-e-ei-cities-IE.htm (Accessed 30 Sep 2010)
3 - http://www.xe.com/ucc (Accessed 30 Sep 2010)
4 - Economist Intelligence Unit Country Forecasts
2 UK & Ireland 2010

ECONOMIC & FINANCIAL OVERVIEW
UNITED KINGDOM
Government
The UK is a Constitutional monarchy with the key political parties being Conservative, Labour,
and Liberal Democrats. In Scotland the main political party is the Scottish National Party. In Wales
it is the Plaid Cymru (Party of Wales). In Northern Ireland the main political parties include the
Ulster Unionist Party, Social Democratic and Labour Party, the Democratic Unionist Party, Sinn
Fein and the Alliance Party.
The coalition of the right-of-centre Conservative Party and centrist Liberal Democrats has a solid
majority in parliament post the June 2010 elections, but policy compromises will be needed on a
range of issues, while fiscal austerity will provoke ongoing strains. As the junior coalition partner,
the Lib Dems face pressure to defend their identity. A period of low opinion poll ratings and
defeat in an electoral reform referendum in 2011 could lead to the party questioning its role in
government.
UK Economy
The UK was hard hit by the global economic crisis in 2009 and real GDP growth fell by 4.9 per
cent. Figures released by the UK Office for National Statistics on 16 December 2009 measured
unemployment at 2.5 million people, or 7.9% of the workforce. The UK nevertheless remains the
world's sixth largest economy.
Efforts to shrink the UK’s largest-ever peacetime budget deficit will dominate policy debate. A
dramatic five-year fiscal tightening programme will entail tax rises and the deepest sustained
period of public spending cuts since the 1930s. The austerity plan has eased near-term concerns
over fiscal sustainability, but a public backlash and deterioration in industrial relations appear
inevitable.
Fiscal consolidation implies that any monetary tightening will be gradual, but persistent abovetarget
inflation will be a complicating factor for the Bank of England (BoE, the central bank),
particularly if growth remains subdued. Despite rising profits, the banking system will remain
reliant on state support. The banks large refinancing needs in 2011-12 and concerns about
counterparty risk will continue to constrain credit availability to the private sector.
After the largest annual decline in output in 2009 since the Second World War, the economy is
forecast to expand by 1.6% in 2010 and by 1.3% in 2011. An extended period of sub-par growth
and heightened market volatility is likely.
Real GDP growth is forecast at 1.8% for 2011. Inflation remains around 3%.
3 UK & Ireland 2010

Exchange Rates
With the decline of the GBP against the rise in value of the AUD, Australia is now a more
expensive holiday destination proposition for the British. The strength of the dollar is seen to have
had a negative effect on product pricing in key tour operator programmes for 2010/11 particularly
when reviewed against other major destinations which have become more price-competitive.
Current rate of exchange (Google spot rate as at 11 th October 2010) 1 GBP – 0.6171 AUD.
On average by May 2010, the British Pound was buying 32% fewer Australian dollars than in
December 2008.
Sterling has also continued to remain weak against the euro, resulting in an annual average
exchange rate of GBP 1: €1. This however has driven customers away from the more traditional
and mass market holiday in the euro zone, and has added to the growth in visitors to non euro
zone short haul countries such as Egypt which has seen significant growth.
Having appreciated strongly against the US dollar in 2007 providing great value for the UK visitor
to the US with a rate of exchange of around one pound to two US dollars, sterling has now
weakened against the US currency making the US slightly less favourable from an exchange rate
basis.
ECONOMIC & FINANCIAL OVERVIEW
IRELAND
Ireland is a parliamentary republic with the key political parties being Fianna Fail, Fine Gael,
Labour, Progressive Democrats, Green Party, and Sinn Fein. Ireland, after being one of the
strongest economic performers in Europe in recent years, has seen a massive downturn, almost
without precedent.
The Irish banking system remains in a precarious state despite liability guarantees and
recapitalisation by the government. The full nationalisation of all of the banks is possible over the
outlook period.
The unemployment rate averages around 13.25% and is expected to fall marginally to 13 per cent
in 2011. The General Government Deficit is expected to be 11.5 per cent of GDP in 2010.
Including the cost of the bailout monies for Anglo Irish Bank and Irish Nationwide, this figure
would be 19.75 per cent. In 2011, the deficit will fall to 10.5 per cent of GDP. This is based on the
assumption that a full €3bn package of austerity measures is implemented in the 2011 budget. By
the end of 2011 the gross government debt will be equivalent to 94 per cent of GDP, compared
to 44 per cent in 2008. Interest payments (excluding toxic property loans agency NAMA), which
will also increase due to the cost of the bank bailout, will be close to €6bn, or 3.5 per cent of
GDP in 2011.
4 UK & Ireland 2010

Population Structure
The UK and Ireland have rapidly ageing demographic profiles which present a challenge to the
leisure travel industry since older travellers tend to have a lower propensity to travel; however,
there are positive implications for the Australia market. There is good reason to believe that
members of the “baby-boomer” generation, who are currently entering or approaching
retirement and are wealthier, better educated and better-travelled than their forefathers, will
maintain or increase their level of tourism spending. The over-55 segment - typically emptynesters
with mortgages paid off – have the highest discretionary income of any age segment
coupled with maximum leisure time.
Consumer Confidence
The tough economic climate has meant that there is a lack of consumer confidence for spending in
general and in particular, the impact for holiday spending is significant. Consumers have been
waiting for “a deal” and the trend has been towards last minute bookings to ensure they are
getting the best possible price. Anecdotally it is reported that this trend has shown signs of
reverting to as much as three to six month lead time.
With the weaker consumer sentiment for travel in general the tourism sector continues to
compete with other discretionary purchases. The austerity measures being put in place by the new
British Government are providing concerns for the consumer; however, there does appear to be
an improvement in consumer confidence.
That said however, the British market has historically proven to be extremely resilient and the
consumer puts their main holiday high on their spending agenda. Whilst there has been a trend
towards shorter breaks and short haul travel, recent studies challenge this and indicate consumers
may opt for one long haul rather than a number of short holidays. In addition to this the Euro is
very strong against the Pound which is definitely influencing the customer and steering them away
from a European short break towards mid to long haul destinations.
Consumer Booking Patterns
According to Mintel’s UK Holiday Booking Process report, the holiday booking process continues to
evolve, with the major driving force being the ever-changing online environment. UK consumers
report that reviews and other user-generated content are increasingly important in their research
process, and the number of holidays booked entirely online by Mintel’s respondents has grown to
over one in two. Reviews written by strangers on independent websites such as TripAdvisor,
search results on Google and word of mouth advice from family and colleagues are more
influential than brochures, advertising, media reviews and advice from travel agents when it comes
to booking holidays, according to recent studies.
This growth online has led to a number of important changes in the market, influencing the mix of
independent and package holidays, regulation (both UK and pan-Europe), operator engagement
with the ‘amateur’ reviewer, product innovation, when and what type of holidays are booked and
it has even presented opportunities in the offline channel.
5 UK & Ireland 2010

There are strong correlations between both the use of the internet with taking independent
holidays and the use of travel agents with going on package holidays. Almost seven in ten whose
last holiday was independent booked online; one third of package holiday takers used a travel
agent only (way above an overall average of 17 per cent).
Long-term booking trends show a fall in the use of travel agents as consumers look to make their
own arrangements online. Ironically, however, the sheer proliferation of online information is
helping to create a clear role for travel agents and other ‘expert’ intermediaries, and there are
suggestions of a recent bounce back in the percentage using agents. In general there has been a
return to traditional booking methods and visiting travel agencies again because consumers believe
they offer more financial security through their bonding. Telegraph.co.uk reported that according
to travel companies, more British holidaymakers are now booking with high street retailers,
particularly following the collapse of the operator XL two years ago, and other subsequent
failures.
As the travel industry continues to explore areas of revenue opportunities, Australia is important
for wholesalers and travel agents given the revenue potential in selling Australia. The Aussie
Specialist Program continues to be the primary platform for Tourism Australia to train and
develop agents selling Australia through the trade. Aussie Specialist agents are supported through
online training, familiarisation trips, support collateral and a dedicated travel agent helpline.
The recession has not appeared to have triggered an end to the era of taking multiple holidays,
with two holidays per year being the dominant choice in 2009. Of those who took a trip in 2009,
almost one in three holidayed once or twice. Over six in ten (62 per cent) of adults report having
booked a holiday in 2009. This figure has remained remarkably consistent over the years, with
approximately one third of the UK’s adults not going on holiday each year.
The peak booking period is January to March, followed by September to November. July to
August is the British summer holiday and bookings taken during this period are influenced by
weather.
The market became very late booking during the global economic crisis, even for long haul
destinations including Australia, with passengers booking and travelling within three months of
departure or significantly less during 2009, however, a move towards the more traditional three
to six month lead time is returning.
A recent UK passenger study conducted by TNS on behalf of Tourism Australia, gave insight into
which sources UK travellers use when planning and booking their trip to Australia. This research
stated that airline websites are the most used source to plan travel to Australia, and joint second
as the most trusted. Travel agents advice is still the most trusted advice and second most used.
6 UK & Ireland 2010

Source: TNS UK Passenger Conversion Study 2009 (conducted on behalf of Tourism Australia)
41% of travellers said they used a travel agent in planning their trip to Australia. The strong
presence of 18–36 year olds ensures that STA Travel figures highly among the agencies consulted.
Specialists such as Trailfinders are also strong. The researchers also pointed out first-time visitors
to Australia are also more likely to use a travel agent when planning their trip.
For bookings to Australia, travel agents are still the source most frequently used. Of the
respondents, 44% booked over the internet – usually direct with an airline, followed by an online
travel company.
7 UK & Ireland 2010

Online Environment
The UK has one of the highest internet usage and penetration within Europe and is still
demonstrating significant user growth.
Population
est.
Internet
Users
Penetration %
of population
User growth % Users
Europe
UK 62,348,447 51,442,100 82.5% 234% 10.8%
Ireland 4,622,917 3,042,600 65.8% 288.1% 0.6%
Facebook Users (31 Aug 2010) Penetration %
UK 27,806,860 44.6%
Ireland 1,705,460 36.9%
Source: www.internetworldstats.com
The web is widely used as an important information gathering tool. The use of social media has
continued to gain momentum and customers are seeing an array of marketing via traditional online
media and new channels such as via mobile technology and platforms such as Twitter.
8 UK & Ireland 2010

Google remains the strongest search platform in the UK driving approximately 80% of all UK
search engine traffic and dominates online marketing.
Users continue to embrace social media to connect with friends, and over 28 million Brits use
social networking sites. This would seem to indicate that social media will have a role to play in
how friends can influence each other’s travel plans. Facebook, Twitter, LinkedIN, and Flickr are
strong platforms with high usage. The use of social media is highly prevalent in the marketing mix
however advertising spend on social media is still modest compared to search engine optimisation
and paid search.
For a number of years the web has resounded to the phrase “content is king” and more recently
there has been an emphasis on adding content to sites to not only inform and inspire customers
but also to attract them through natural search. Content also plays an important role in the user
experience on websites, which impacts both conversion rates and loyalty.
75% of UK consumers check online comments and opinions from other holiday makers when
choosing a holiday destination, with TripAdvisor being the leading platform.
A summary of the key findings of an Online Travel Content and User Experience 2009 survey
undertaken by Frommer’s Unlimited (the B2B division of Frommer’s Travel, a branded imprint of
Wiley – a trusted source of travel information) provides an interesting insight into global online
travel consumers. Findings show:
- Consumers are still primarily influenced by price when deciding on a holiday/vacation.
However, they also have additional information needs that change at each stage of the
booking cycle.
- At the planning stage, images of the accommodation and a written description of the
destination proved to be the most important factor in the process, closely followed by
information on activities and events and maps.
- When booking, three pieces of information ranked as almost equally crucial, with airport
and transportation information on a par with pictures of the room and a guide to the city
or resort.
- Finally, post-booking, a map of the destination was the essential item of content, with
travel, weather, events and activities information and local dining also ranked as
important.
9 UK & Ireland 2010

The survey also revealed:
What influences people’s decisions when planning where to go?
When are they looking for destination information?
10 UK & Ireland 2010

How influential are the following factors to you when deciding on a holiday destination?
11 UK & Ireland 2010

TOURISM MARKET
Tourism Overview
The UK is Australia’s second largest market by visitor arrivals 614,600 but is the largest in terms
of economic value ($3.3 billion in 2009). However, the value of this market to Australia fell 8% in
2009 while arrival numbers declined 0.7% year ending June 2010, impacted by the global financial
crisis and other factors.
The prospects for significant growth in arrivals from the UK remain poor given the lingering
effects of the GFC and the weak outlook for household spending. Visitor arrivals were not
assisted by the Icelandic volcanic ash cloud which led to a 20% reduction in arrivals in the month
of April.
In the year ending June 2010, Victoria received 32.1% of total UK arrivals, around 197,300 visitors.
Victoria’s market share of visitors increased by 0.1% points on the previous year despite the flat
market. On average UK visitors spend around $5,482 on their trip to Australia. There is a high
level of repeat business with the level currently sitting around 57%.
The UK also has the highest number of visitor nights out of all international markets and accounts
for 13% of all visitor nights. The average stay in Australia is 36 days compared to the average 34
day stay and dispersal is high with 42% of nights spent away from the major gateways. Victoria’s
visitor night performance showed a significant growth year ending June 2010 of 13.4%, or
3,895,000 visitor nights. This reflected a market share growth of +1% to 17% of the market.
Tourism Outlook
Despite the negative outlook for consumer spending and uncertainty regarding aviation duties and
taxes, seat capacity between the UK and Australia is expected to increase during 2010, mainly
because of the expansion plans of the Gulf based carriers. Arrivals to Australia are also likely to be
supported by the Ashes cricket series to be played in Australia across late 2010 and early 2011,
expected numbers circa 15,000 from the UK.
On balance, visitor arrivals from the UK are forecast to decline 0.4% to 661,000 in 2010. Over the
ten year period to 2019, arrivals to Australia are forecast to grow at an average annual rate of
1.8% to reach 794,000, valued at $4.1 billion in real terms
Tourism Forecasting Committee – Forecasts (year-on-year growth %)
2007 2008 2009 2010
(F1)
2010
(F2)
2011
(F1)
2011
(F2)
UK -6.2 -2.4 -1.2 +3.3 -0.4 +3.4 +2.7
Ireland 13.9 1.2 -8.2 -3.3 -7.1 +2.3 +2.6
12 UK & Ireland 2010

Ireland remains significantly impacted by the market conditions and remains a declining market in
the short to medium term.
The UK remains the largest backpacker market to Australia (just ahead of Korea) and this
segment will help support total arrivals from the UK. In the UK, 37,459 WHM visas were granted
between July 2008 and May 2009, representing a 20% increase on the same period of the previous
year.
Source: Department of Immigration and Citizenship, August 2009
13 UK & Ireland 2010

FAST FACTS
United Kingdom & Ireland
Brochures Production Varies
Research Feb-Jun, production Jul-Dec, launch Nov-Jan
Validity
1 year
Rates Validity Minimum 1 year, working up to 18 months ahead
Setting Rates June-Aug
Currently looking for rates for 2010/11 rates and onwards to 2012
Commissions Wholesalers &
Retailers
Main ITO players
Key Source Cities
Major Consumer Shows
Major Trade Fairs
Peak Travel Period
Best Time For Sales Calls
Minimum 20% off rack/gross rates for both wholesalers
and retailers, and up to 30% subject to targeted
performance
AOT, Goway, ATS, Australia One and Southern
Crossings
UK – London, Manchester, Leeds, Birmingham,
Newcastle, Glasgow, Edinburgh
Ireland – Dublin, Cork
International Travellers World
The Daily Telegraph Adventure Show
ATE, World Travel Market, Dublin Holiday World
Sep-Mar
Mar-Jun, early Sep – avoid Nov/Dec & Jan/Feb
Tourism Victoria encourages products to visit the market once or twice a year to meet with both
the tour operator product teams and include some front line sales consultant training if their
product is brochured with that operator. The best time to visit the market is end Mar-Jun and
Sep-Oct. It is better to avoid Jan/Feb and August.
Operators look for value added offers to market and differentiate their product offering from that
of their competitors on a regular basis. Some operators will solicit for brochure inclusion via
financial support.
14 UK & Ireland 2010

INDUSTRY INFRASTRUCTURE
Distribution Overview
The travel industry in the UK has continued to see significant changes in distribution. The
vertically integrated tour operator model has focused concentration on a smaller number of
businesses and the continued “globalisation” of business continues to be an important trend in the
retail travel sector.
For destination Australia, this continued consolidation of the traditional trade distribution channels
has provided a challenging environment in which to market itself, with Australia being just one of
many long-haul destinations sold by these larger organisations.
The continued consolidation within the travel industry has remained an area of concern and has
seen a weakening of tour operator brands that traditionally had been key producers for Australia.
With key Australia specialist brands being absorbed into larger travel organisations such as TUI
and Thomas Cook, the larger parent companies’ continual business rationalisation and
restructures have continued to impact the smaller brands. The closure of all Austravel retail shops
is one example, as this brand is now call centre driven with brochures racked in Thomson retail
shops rather than in their own outlets, and Austravel’s core business substantially reduced.
What is interesting is the return to growth in sales from the high street travel agent. Traditional
operators have faced a growing challenge from a number of online firms (OTAs) and online bed
banks which had previously benefited from trends such as the growing propensity for travellers to
book holidays at shorter notice and to build their own holiday packages. However, the recent
collapses of travel providers, for example XL Leisure Group, a number of low cost carriers and
other unlicensed (ATOL bonded) travel providers, have forced consumers to review their
purchasing habits. This has resulted in a greater number of high street travel agencies receiving
enquiries for Australia and whilst a high percentage of research is conducted online the final
transaction is taken through a travel agent or licensed travel provider. The consumer is looking
for financial protection for their holiday dollar investment and this can only be provided through a
bonded agent or tour operator. Consumers were also negatively affected by the flight disruption
and cancellation of air services due to the volcanic ash from Iceland in April/May 2010 costing
many customers, who had booked flights and accommodation independently, thousands of dollars
in repatriation costs and insurance claims.
The Irish market is structured in a similar way to the UK, and there is cross over in terms of
distribution with a number of UK based operators including outlets and various tour operator
brands in Ireland. The two most prominent UK based operators are Trailfinders and now
Travelmood (formerly the Austravel brand presence).
15 UK & Ireland 2010

Retailers
The UK currently has around 6,200 travel agencies. The number of high street travel agencies is
set to fall further, particularly with the expected rationalisation of the multiples retail outlets.
Travel agents generally have a basic knowledge of Australia, largely due to the Commonwealth,
sporting and historical ties that Australia shares with the British, and the regular, general coverage
of Australia in the media, but they still lack the detailed knowledge and confidence to proactively
sell Australia.
ABTA membership has fallen steadily over the past decade. Ten years ago the association boasted
2,800 agency members, but this has fallen to 1,700 with 7,000 branches. The decline is attributed
to the consolidation in the travel industry and growth in online distribution.
Ireland has around 365 ITAA travel agency members and 130 other agencies selling travel
packages. The majority of agencies are family owned although there is a trend towards franchising.
Travel agents generally work on a base commission level of 10%.
Aussie Specialists
The Aussie Specialist Program (ASP) is Tourism Australia’s global online training program, run
with the cooperation of the State and Territory tourism organisations. The program is designed to
provide travel agents and distributors with the knowledge and skills to sell Australia more
effectively. As at June 2010 there were 1,789 qualified ASP’s in the UK.
UK
Premier
ASP
Qualified Training NT SA NSW QLD VIC WA TAS
127 1789 1143 603 547 656 620 573 573 554
Ireland n/a 101 25 33 30 34 35 33 39 44
Victoria Specialists
The Victoria specialist module is an advanced module which can be completed once an agent has
qualified as an ASP. It remains Tourism Victoria’s primary training tool for the wider retail
distribution network. There are 573 qualified Victoria specialists in the UK and 33 in Ireland.
Homeworkers
The UK and Ireland have both seen growth in the number of “homeworkers”, with organisations
such as Travel Counsellors being the largest home based travel company in Europe and continuing
to grow rapidly. Other organisations include Future Travel, Personal Travel Advisors network and
Hays Travel in the UK.
16 UK & Ireland 2010

Wholesalers/Direct Sell Operators
There are over 100 tour operators selling Australia in their programs throughout the UK, and the
top 10 account for some 80% of the leisure travel market to Australia. There are a number of
wholesalers who sell Australia through a traditional distribution system relying on retail agencies,
either their own branded agencies or independents, to sell the product contained in their
brochures. Direct sell operators and brands are a key feature of the UK market and are still an
important part of Australia distribution although the actual number of specialists is dwindling as a
result of industry consolidation.
Top 10 UK Agents/Operators
Company Presence Latest Market Intelligence
TUI
Austravel &
Travelmood
brands
Moved from direct sell to
wholesale only brand
Closed all retail outlets which were re-branded
as Travelmood, and during 2010 are closing all
Travelmood outlets completely. Austravel
product now wholesaled through TUI high street
retail shops. Travelmood will remain a brand
with a retail outlet in Ireland only. ITOs -AOT &
direct.
Flight
Centre
Retailer - c100 shops, head
office New Malden, Surrey
FC has consolidated its position further in the
UK market as one of the leading specialist
retailers for Australia. Now operating a number
of sub brands including Round the World Travel
Experts, Infinity (wholesaler) and Flight Centre.
ITOs - Infinity & ATS.
Gold Medal National wholesaler based
in Preston (NW England),
with direct sell online
brand Netflights
Now fully owned by Thomas Cook. Gold Medal
has taken over responsibility for TC’s Flight
Savers unit. Expect further integration with TC.
ITOs –global product buy.
17 UK & Ireland 2010

Top 10 UK Agents/Operators
Company Presence Latest Market Intelligence
STA Travel c45 shops nationally, youth
focused, head office
London
Leading youth operator, strong online and digital
marketing opportunity.
ITOs – STA/AOT
Bridge The
World
Retailer/direct sell
specialist. Brand name
bought by STA, set to
become a strong retail
presence with focus on
Australia.
STA is developing a totally separate brand to
focus on the older market segment and provide
a vehicle to ensure customer retention post
“youth”. Opened first retail outlet in
Bournemouth in October 2010 (old Austravel
premises), and is currently purchasing the
remaining Austravel/Travelmood shops from
TUI, re-opening as BTW by the end of
December 2010. ITO s- AOT & direct.
The Lotus National direct seller, Independent operator - worldwide low cost
Group London based
specialist
Qantas
Holidays
National wholesaler based
in London
Qantas Airways subsidiary company, focused
predominantly on wholesale activity.
Escape (part of
Cooperative
Travel)
Previously branded Flight
Desk.
Escape provides all air and independent packages
for Co-operative Travel distribution (strong
northern presence). White label brochure with
ATS.
Thomas
Cook
c1,000 shops, head office
Peterborough
Now owns Gold Medal Travel (Gold Medal
Travel, Netflights & Pure Luxury brands). The
Gold Medal team are responsible for all schedule
air and ground product buy for all brands across
The TC group. ITO is ATS.
Trailfinders 22 retail shops in most
major cities including 2
Remains the leading independent retailer, and
receives high brand recognition.
shops in Ireland.
Travel 2 National wholesaler, based
in London (Stella) with
main call centre in
Part of Stella Group – remains a traditional
wholesaler for Australia competing
predominantly with Gold Medal Holidays.
Glasgow.
Travelbag Direct sell - 8 retail shops
nationally, based on
London (Stella)
Part of Stella Group – direct sell only
18 UK & Ireland 2010

Luxury specialists who promote Australia include Audley Travel, Abercrombie and Kent, Bridge &
Wickers, Cox and Kings, Turquoise Holidays and Tailor Made Travel. There are a number of
comparatively new players in this segment that are actively now including Australia in their
portfolio and these include Scott Dunn, Bailey Robinson and Steppes Travel.
Online Travel Agents (OTAs)
Key OTAs are Expedia, Travelocity and lastminute.com. Online and niche operators
Key2Holidays, Dreamticket.com, Black Tomato and Isango! provide an opportunity for broader
product exposure as they have no brochure overheads.
With increasing global concern for sustainable tourism a number of new responsible tour
operators are emerging including Hands Up Holidays and Responsible Travel.
Inbound Tour Operators
There are several inbound tour operators active in the UK market and working with a variety
of mainstream wholesalers through and specialist operators. Key players are AOT and ATS,
both have sales staff based in the UK. Commission Level: Up to 30 per cent
Refer to the tour operator appendix at the end of this report for more detail on individual operators.
19 UK & Ireland 2010

ARRIVALS TO VICTORIA & AUSTRALIA
UK
Visitors
Y/E June 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 AAG % change
Complete 09/10
Australia 309,038 344,602 327,076 352,156 419,525 466,256 534,418 577,192 589,999 605,908 644,456 652,283 660,685 684,722 643,046 618,847 614,624 4% -1%
New South Wales 188,090 229,988 208,787 236,407 270,133 296,444 356,662 371,279 386,401 398,824 409,624 423,077 425,505 440,051 393,969 374,541 366,636 4% -2%
Queensland 134,779 150,832 130,811 156,313 179,365 206,177 264,772 249,051 274,326 261,267 280,218 279,222 285,461 289,418 256,370 250,288 240,362 4% -4%
Victoria 95,206 105,907 92,345 104,281 124,114 147,458 161,977 184,693 201,095 206,787 211,926 203,107 213,129 237,459 209,529 199,958 197,296 5% -1%
Victoria Mkt Share 31% 31% 28% 30% 30% 32% 30% 32% 34% 34% 33% 31% 32% 35% 33% 32% 32%
Source: International Visitor Survey 1994-2010, Tourism Research Australia
Visitors
700,000
650,000
600,000
550,000
500,000
450,000
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
Visitors
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Year Ending June
Australia New South Wales Queensland Victoria Victoria Mkt Share
40%
35%
30%
25%
20%
15%
10%
5%
0%
Market Share
Visitor Forecasts 2019
Places Visited - Overnight Visit or Daytrip (% of all Visitors to Victoria)
Australia 747,838 Great Ocean Road 39%
Victoria 240,889 Phillip Island, penguin parade 20%
Yarra Valley 17%
Source: Tourism Forecasting Committee,
Mornington Peninsula 16%
Forecast 2010 Issue 1, Tourism Research
Dandenongs, Puffing Billy, Healesville 16%
Australia, Canberra.
Ballarat, Sovereign Hill 11%
(Tourism Victoria estimates for Visitor
Bendigo 5%
Forecasts 2019 based on Year Ending
December 2009 International Visitor Survey
Daylesford, Hepburn Springs, Mt. Macedon 3%
data).
Source: International Visitor Survey, Tourism Research Australia (year ending December 2009)
Prepared by Tourism Victoria Research Unit
20 UK & Ireland 2010

Nights ('000)
Y/E June 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 AAG % change
Complete 09/10
Australia 12,538 15,771 13,701 12,975 15,357 17,029 19,713 24,697 22,131 22,497 26,602 21,556 21,950 22,826 20,681 22,104 22,445 4% 2%
New South Wales 4,433 6,202 5,457 5,099 5,382 5,846 7,050 9,699 8,083 7,977 8,673 7,047 7,411 7,767 6,673 7,170 7,159 3% 0%
Queensland 3,064 3,377 2,825 2,693 3,533 4,120 4,707 5,682 4,780 5,103 5,772 5,382 5,006 5,386 4,783 5,386 5,485 4% 2%
Victoria 1,385 1,917 1,941 1,759 2,255 2,447 2,539 2,704 3,367 3,734 5,831 3,521 3,654 3,932 3,539 3,436 3,895 7% 13%
Victoria Mkt Share 11% 12% 14% 14% 15% 14% 13% 11% 15% 17% 22% 16% 17% 17% 17% 16% 17%
Source: International Visitor Survey 1994-2010, Tourism Research Australia
Nights
30%
25,000
25%
20,000
20%
Nights ('000)
15,000
15%
Market Share
10,000
10%
5,000
5%
0
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Year Ending June
0%
Australia New South Wales Queensland Victoria Victoria Mkt Share
Main Reason for Trip
Visitors (%) Nights (%)
Aus Vic Aus Vic
Holiday 46% 56% 54% 48%
Visiting friends and relatives 40% 32% 29% 31%
Business 8% 8% 4% 6%
Education 1% 1% 2% 3%
Employment 3% 3% 9% 11%
Other reason 2% 1% 1% 1%
Source: International Visitor Survey - Year ending June 10, Tourism Research Australia
Note: Figures in red are subject to sampling variability and should be used with caution.
Prepared by Tourism Victoria Research Unit
21 UK & Ireland 2010

Ireland
Visitors
Y/E June 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Av Annual % change
% change 09-10
Australia 16,400 18,600 22,900 28,000 34,100 44,100 49,600 50,600 47,200 54,300 56,600 59,500 63,300 69,300 67,200 58,900 9% -12%
Victoria's Market Share* for the Year Ending June 2010: 41%
Source: Overseas Arrivals & Departures 1995-2010, Australian Bureau of Statistics
* NB: Tourism Victoria estimate for Victoria's Market Share is indicative only. Based on unpublished data from the International Visitor Survey, Year Ending June 2010, Tourism Research Australia
Visitors to Australia
80,000
70,000
60,000
50,000
Visitors
40,000
30,000
20,000
10,000
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Year Ending June
Source: Overseas Arrivals & Departures 1995-2010, Australian Bureau of Statistics
Visitor Forecasts 2019
Australia 1 77,348
Victoria 2 31,550
Source: Tourism Forecasting Committee, Forecast 2010
Issue 1, Tourism Research Australia, Canberra.
1. Estimates for Visitor Forecasts 2019 to
Australia based on Year Ending December
2009 International Visitors Survey data.
2. Tourism Victoria estimates for Visitor
Forecasts 2019 to Victoria based on
estimated Market Share (indicative only).
22 UK & Ireland 2010

AIR ACCESS TO AUSTRALIA & VICTORIA
London is a key aviation hub for inbound arrivals to Australia, with a significant number of
European tourists travelling via London (Heathrow) to Australia due to the Kangaroo route (UK-
Australia) being so highly competitive both in terms of airline choice, price and connectivity.
Capacity ex the UK has continued to grow on the back of substantial increases in capacity and
services from the Middle Eastern carriers (Emirates, Etihad and Qatar Airways), which more than
off-set any capacity reductions by end-point carriers. New opportunities have continued to
emerge as bi-lateral agreements are expanded (e.g. the UAE-Australia bilateral agreement
February 2010), new product is introduced (e.g. Qantas/Singapore/Emirates A380 upgrades plus
Air Asia X’s business class flatbeds), new markets serviced (e.g. Emirates regional ports) and
collaboration continues (e.g. the renewal of the Qantas/BA Joint Service Agreement).
Risks have emerged however that will require monitoring such as rising fuel prices, the UK’s
Government policy on aviation and aviation taxes and volcanoes closing airspace.
The top three performing airlines in terms of passenger numbers ex the UK to Australia are
1) Qantas, 2) Emirates and 3) Singapore Airlines. Emirates has particular strength with its strong
passenger capacity over key regional departure points which Qantas and Singapore Airlines do not
serve (serving via interline agreements or a code share in the case of Qantas with British Airways),
and has increased its market share to the detriment of Qantas. Etihad’s recent announcement of a
tie up with Virgin Blue will provide solid growth opportunity for both carriers.
Etihad Airways is currently the only airline that flies one-stop from Dublin to Melbourne.
However, code share partnerships between BA and Qantas offer connections via London
Heathrow and other European hubs.
With a wide choice of international departures from the UK there is a wide range of flight options
with a multitude of connection possibilities. The following table demonstrates the key airline
players with direct or one-stop capacity to Melbourne.
23 UK & Ireland 2010

Airline Routing Flight #
Flights
PW
Aircraft
Type
Qantas LHR-SIN-MEL QF10 7 A380
Qantas LHR-HKG-MEL QF030 7 B744
Singapore LHR-SIN/SIN-MEL SQ317/SQ217 7 A380/B777
Singapore LHR-SIN/SIN-MEL SQ317/SQ227 7 A380/A380
Singapore LHR-SIN/SIN-MEL SQ317/SQ237 7 A380/B777
Singapore LHR-SIN/SIN-MEL SQ319/SQ227 7 B777/A380
Singapore LHR-SIN/SIN-MEL SQ319/SQ237 7 B777/B777
Singapore MAN-SIN/SIN-MEL SQ327/SQ217 7 B777/B777
Singapore LHR-SIN/SIN-MEL SQ321 /SQ227 7 A380/A380
Emirates LHR-DXB-SIN-MEL EK004/EK404 7 A380/B777
Emirates LHR-DXB-SIN-MEL EK004/EK404 7 B777/B777
Emirates LHR-DXB/DXB-MEL EK008/EK408 7 B777/B777
Emirates LHR-DXB-KUL-MEL EK002/EK408 7 A380/B777
Emirates LHR-DXB/DXB-MEL EK030 /EK404-406 7 B777/B777
Emirates LGW-DXB-MEL EK010/EK406 7 B777/B777
Emirates LGW-DXB-KUL-MEL EK016/EK408 7 B777/B777
Emirates LGW-DXB-KUL-MEL EK012/EK408 7 B777/B777
Emirates MAN-DXB/DXB-MEL EK020/EK404 7 B777/B777
Emirates MAN-DXB/DXB-MEL EK020/EK408 7 A380/B777
Emirates MAN-DXB/DXB-MEL EK018/EK406 7 B777/A340
Emirates BHX-DXB/DXB-SIN-MEL EK038/EK404 7 B777/B777
Emirates BHX-DXB/DXB-MEL EK040/EK408 7 B777/B777
Emirates NCL-DXB/DXB-MEL EK036/EK408 7 A330/B777
Emirates GLA-DXB/DXB-MEL EK028/EK408 7 B777/B777
Malaysia LHR-KUL/KUL-MEL MH003/MH129 7 B744/B772
Malaysia LHR-KUL/KUL-MEL MH001/MH149 7 B744/B772
Cathay LHR-HKG/HKG-MEL CX254/CX105 7 B747/A330
Cathay LHR-HKG/HKG-MEL CX252/CX163 7 B747/A330
Cathay LHR-HKG/HKG-MEL CX256/CX135 7 A340/A330
Etihad LHR-AUH/AUH-MEL EY012/EY460 7 A330/A340
Etihad LHR-AUH-SYD-MEL EY018/EY450 7 A340/A340
Etihad DUB-DOH/DOH-MEL EY042/EY460 6 A330/A340
Etihad DUB-AUH-SYD-MEL EY048/EY450 4 A330/A340
Qatar
LHR/DOH/DOH-MEL
QR002-006-008-012-
018/QR030
7 A330/B777
Qatar LGW/DOH/DOH-MEL QR076-QR030 7 A330/B777
24 UK & Ireland 2010

Strengths
MARKET S.W.O.T
The UK market is generally resilient and has historically had the ability to bounce back from
global issues. The market expects a quicker market recovery / opportunity from the global
downturn due to high repeat visitor numbers and historic / cultural links mid to longer term.
Strong relationships with key industry and media partners and stakeholders.
Australia continues to rank high in the table of “aspirational” destinations although
competition from other countries has increased in the “must see” stakes.
Australia is still perceived as a “safe” destination during times of continued uncertainty.
Victoria has strong VFR links which provide a strong reason to travel, catch up with friends
and family, and take a holiday.
The state is compact, with diverse and easily accessible regions and attractions, and presents
excellent touring opportunities, as strong as or stronger than the touring proposition in other
regions of Australia.
Ongoing activity & relationship with student/youth market leader STA Travel and ability to
work this performing segment harder in partnership.
Development of multi-channel strategies to ensure competitiveness in the online environment
supported by the growth in web usage, online price transparency, self-selection/do-it-yourself
packaging, and direct booking facilities with key service providers, e.g. activity with
OTAs/Expedia, TripAdvisor, MSN
Tourism Victoria has an excellent level of online video content to further develop and
distribute.
Extensive ASP network across the UK
Tourism Victoria’s Discover the Other Oz (DTOZ) partnership with the NT and SA remains
the only committed and consistent STO marketing partnership with trade partnerships still
keen to invest in partnership marketing.
The implementation of the Nature Based Tourism Strategy provides opportunity with the
development and awareness of nature based and eco-friendly products which are becoming
more important to the traveller.
Weaknesses
The strong Australian dollar resulting in perceived lack of “value” proposition, increase in
ground product costs in tour operator programmes compared to previous year and versus
other competing destinations.
Global exchange rate fluctuations will potentially negatively impact the investment made by
the Australian industry marketing in the UK.
Business arrivals – no fast recovery predicted
25 UK & Ireland 2010

Lack of urgency to travel to Australia together with the rational barriers of time and distance.
Reduced take up rate of and opportunity for Victorian products making it to market as
operators consolidate their consumer offering.
The current economic climate is impacting on the operators’ marketing spend in the UK and
Tourism Victoria needs to continue to ensure strong business relationships and consistency to
ensure those funds invested are done so promoting destination Australia and including
Melbourne and Victoria.
Lack of motivational content particularly in the digital space and with particular relevance for
the youth, nature based and luxury segments.
Lack of specific WHV and Luxury segment modules on the ASP.
Australia is sometimes perceived as one dimensional - a hot place with lots of beaches and a
huge desert - and perceptions of climatic diversity, sub-continental characteristics, seasonal
variations and opportunities do not feature in the findings of various research undertaken.
However, through Tourism Australia’s marketing of “experiences” a deeper dimension is
being positioned to entice potential visitors to dig deeper into what Australia has to offer in a
competitive world.
There are misconceptions about the weather in Melbourne and Victoria versus weather in the
rest of Australia.
Sydney continues to be the “must see” iconic Australia city.
Melbourne and Victoria are often perceived as a second time visitor market only.
Lack of awareness on what lies beyond Melbourne, and the diversity and compactness of the
state and its attributes of nature and wildlife, food and wine etc.
Booking accessibility of the smaller and unique products, especially with the growing strength
of the ITOs in market.
Lack of “signature” status product for the luxury traveller in comparison to other regions of
Australia e.g. Southern Ocean Lodge (Kangaroo Island) and Longitude (NT).
Opportunities
Continued growth of air capacity, particularly outside London / regional airports (introduction
of A380s on the Melbourne route by Singapore Airlines, and Emirates, Etihad and Qatar
Airways adding services to Melbourne)
The number of airline and industry partners interested in working and investing with Tourism
Australia provides potential opportunity to participate in or leverage off activity, and raise
Melbourne’s destination profile.
Timing of Tourism Victoria’s marketing activity to coincide and leverage off Tourism
Australia’s activity e.g. January 2011 co-operative activity with Emirates and February 2011 cooperative
activity with Singapore Airlines, to maximise exposure under the core brand.
Opportunity to develop Victoria’s nature and natural attractions positioning off the back of
the Nature Based Programme, e.g. UK’s activity with www.responsibletravel.com
26 UK & Ireland 2010

Australialive event Sep 2011, opportunity to work across Victorian Government Departments
and in partnership with Victoria product.
Opportunity to develop affinity partnerships with the food and wine industry.
Opportunity to promote Hallmark events and Victoria’s festivals programme.
Industry consolidation enables access to a greater number of consumers through one
organisation i.e. integrated partnership with big players. There is also a drive back to the
traditional trusted high street brand to book travel due to the uncertainty of these financial
times, which reflects the importance of the Aussie Specialist Programme.
Research shows that the desire and importance of a holiday remains strong for the UK
population.
The high internet penetration, the importance of word of mouth and growing use of social
media.
Further grow the youth segment; in particular the Working Holiday Visa Program in response
to the decline in graduate/employment opportunities (this sector has increased by 20% in the
UK from Jul 08 - Feb 09).
Target a growing sector of professionals who have been made redundant due to the
economic crisis and who are using the opportunity to take a career break.
Historical high number of repeat visitors and relevant opinion formers in this market can act
as advocates via Word Of Mouth to their peers.
The luxury/upmarket segment has continued to show signs of resilience in this tough
economic environment.
The reduction in the price of oil has made Australia more affordable from an aviation
perspective in the short term versus the increase in passenger taxes.
The historic, cultural and sporting ties between the UK and Australia continues to create high
media noise and consequently generates a high level of desire and keeps Australia front of
mind amongst consumers e.g. The Ashes Series 2010
Digital opportunities within the social media sites and blogosphere provide cost effective ways
to reach consumers (esp. youth) and engage consumers through storytelling and range of
experiences.
Australia’s diversity provides us with a wealth of stories to use as media hooks and stimulate
interest and depth of message.
Increased focus by trade on long-haul/higher revenue destinations versus short haul.
Increase in niche tour operators selling experience-based modular holidays.
27 UK & Ireland 2010

Threats
Credit crunch creating tough economic environment generally, and the planned austerity
measures leave consumers unsure.
The strong Australia dollar making an Australia holiday more expensive, less perceived value
for money.
Whilst consumer confidence is improving the general lack of consumer confidence for
spending in general and in particular, the impact for holiday spending is significant. Consumers
are waiting for a deal and there has been a trend towards last minute bookings to ensure they
are getting the best possible price.
Weaker consumer sentiment for travel in general – tourism competing with other
discretionary purchases.
Continued negative media coverage of the economic situation is impacting general consumer
attitude.
Tourism New South Wales recent launch of their new brand campaign in the UK and across
Europe with a profile on Sydney.
There has been a trend towards shorter breaks / short haul travel; although recent studies
challenge this & indicate consumers may opt for one long haul rather than multiple short haul
holidays.
Competition for the UK Pound is fierce for domestic, European and long haul competitor
destinations. Low cost airlines to Europe introducing very low fares, aggressive pricing for
holidays to Asia and all inclusive long haul holidays.
Continued consolidation of the travel distribution network and an emphasis on other long
haul destinations that are perceived as less complex and labour intensive to sell and produce a
higher margin (e.g. island destinations, cruise packages).
Environmental sustainability issues impacting on travel planning, but to lesser extent due to
the focus on the economic downturn.
Risks that will require monitoring such as rising fuel prices longer term, the UK’s Government
policy on aviation and aviation taxes and volcano’s closing airspace.
Increase in Air Passenger Duty (additional £15 to £55 as of 1 Nov 2009 and additional £45 to
£85 as of 1 Nov 2010 for economy passengers).
Increased media proliferation and shifts in how the consumer can most effectively be reached.
TA’s activity in a more tactical market reducing opportunity for STOs to leverage $ as
effectively with major trade players. Consolidation of trade players also means reduced
available marketing spend.
28 UK & Ireland 2010

MARKETING OPPORTUNITIES
UK/Europe New Product Workshop, February 2011
This workshop has proved a popular and over subscribed event. In its 4 th year the event will run
with the objective of increasing awareness of Australia’s new product and continued development
and strengthening of Australia’s key travel experiences and highlighting the diversity of Australia’s
tourism experiences. The mission will facilitate business opportunities for participating delegates
and provide a forum that is conducive to establishing new contacts and potential business.
Applications have closed for 2011, however, this event is planned to be repeated annually.
Corroboree Europe, Darwin, May 2011
This annual retail training and mega famil event will be hosted in Darwin 3-5 June 2011 (workshop
dates) following Melbourne’s successful hosting of the event in May 2010. Corroboree includes a
3-day training workshop followed by a series of famils across Australia. This event allows
participating Australian sellers to train over 300 Aussie Specialists from across Europe in one
location during one event, including agents from the United Kingdom and Ireland.
Tourism Victoria will host a total of 4 famils from Europe and South Africa post the 2011
workshops and will showcase Melbourne and regional Victoria product/regions.
Australian Tourism Exchange (ATE), Sydney, April 2011
ATE remains the prime forum to showcase Victorian product. This is without doubt the key event
and product should continue to be “seen” and contract with operators.
Regional Sales Mission, September/October 2011
The Melbourne and Regional Victoria Sales Mission is planned to run again in September 2011.
The formula is based on key market relevant regions attending which allows the opportunity to
access and train a wider mix of retailers, ASPs, and key wholesalers regardless of their preferred
individual product choice. It is anticipated that the 2011 mission will incorporate cities within the
UK and Germany, but for 2011 will also include cities in countries not visited in 2010 e.g. The
Netherlands, the Nordic Region, and Italy. A strong product manager meeting schedule will also
be incorporated into this event.
The Aussie Specialist Program www.specialist.australia.com
The Aussie Specialist Program is a comprehensive online four module training program with a final
exam, teaching the trade how to sell generic Australia, and developing their knowledge on all
elements of the Australian product offering. There are three tiers. The first is the core Australia
module, followed by individual modules for each of the states & territories.
A quarterly email blast is distributed to both Aussie Specialists and Victoria Specialists. Suppliers
can take advantage of this opportunity to update the specialists with product information and new
29 UK & Ireland 2010

developments through the online newsletter. Costs start from around A$25 inclusive of VAT per
100 emails.
There is an Aussie Specialist Travel Club offering special deals to encourage the specialists to try
the product at an industry rate. You can provide a special trade offer to experience your product,
and the specialists are advised to contact you directly for bookings. There are no participation
costs, to register your company’s offer go to www.specialist.australia.com/travelcluboffers.
Destination Australia Partnership - Trade Helpline
Tourism Victoria contributes to the running and costs of the Trade Helpline. Suppliers should
ensure that any visit to London includes a training session with the helpline team at Tourism
Australia. Remember that London is the centralised European base for Tourism Australia and
therefore supports agents across Europe via phone and email.
Trade and Media Familiarisations
Suppliers are encouraged to assist with Tourism Victoria’s media visits and sales consultant famils
with key operators which are an integral part of developing and maintaining product awareness,
and enable consultants to sell Victoria with confidence. Please also see ‘Corroboree Europe 2011’
trade famils.
Consumer Media and PR
Tourism Victoria welcomes direct contact from Victoria’s products to Tourism Victoria’s PR
company and recommends that any newsworthy developments, regular newsletters or PR
releases, and any “quirky” stories that the media might pick up on, be communicated to account
manager Lucy Pennington at LPennington@bgb.co.uk for possible exposure in Tourism Victoria’s
media communications.
Independent Market Visits
Visits to market by product are welcomed, and the Tourism Victoria London office is happy to
assist with advice on meetings, suggested timings and schedules.
Online Sales Manual
The Destination Australia Partnership (DAP) launched an online Sales Call Manual in June 07
which is available at www.destinationaustralia.uk.com. The site has been designed specifically for
the Australian tourism industry, to ensure product suppliers have access to up-to-date operator
details, location maps and market information when planning their visit to the UK. The site also
includes links to assist industry contacts when planning their itinerary – everything from transport
options to weather and restaurant reviews. Product suppliers can also use the site to access online
copies of many of the UK operator brochures, eliminating the need to send off for original copies
when researching training appointment schedules.
30 UK & Ireland 2010

KEY STRATEGIC ACTIVITIES
Ultimately Tourism Victoria’s core objective in the UK remains to defend and further develop
Melbourne and Victoria’s market position, particularly in the tough trading environment,
continuing to grow Victoria’s share of arrivals and length of stay through a strategy of improved
trade exposure and increased consumer awareness using a multi channel marketing approach with
a strong digital component.
Consumer Marketing
Work closely with Tourism Australia on their Country Media Programme to maximise the
number of media visits and exposure for Melbourne.
Through Tourism Victoria’s appointed PR company for the UK and Ireland, Bgb
Communications, actively seek targeted opportunities in order to position Melbourne and
Victoria in selected consumer media and maintain strong media relationships.
Focus on key target segments and Hallmark Events to leverage consumer opportunity.
Develop the usage of the new Brand Victoria destination brand in all consumer activity, and
present strong and consistent imagery of Melbourne and Victoria.
Increase the level of consumer promotions undertaken, utilizing a mix of media - traditional
print and radio, and increasing the use of new media such as pod casts and vod casts, and
Tourism Victoria’s video content.
Maximise e-commerce opportunities by developing www.visitmelbourne.com/uk (UK variant)
as a consumer tool that reflects Tourism Victoria’s market activity and assists in directing the
consumer towards conversion via trade partners. Continue to provide and refresh the site
with relevant and accurate content.
Develop opportunities to provide the consumer with options for conversion through the
development of special offers and packages, providing a call to action via key tour operator
partners.
Growth awareness and motivate the consumer through targeted activity on social media sites
such as Trip Advisor UK.
Develop consumer promotions and third party affiliate relationship marketing to establish and
grow a consumer database through email acquisition. Tourism Victoria’s UK opted in database
has reached 60,000+ email addresses.
Provide market content for the UK’s quarterly consumer eNewsletter created to provide a
tool to build online relationships with existing and prospective visitors, and provide a platform
for a tactical approach with selected trade partners.
Tourism Victoria’s UK dedicated Video Room is found at www.visitmelbourne.com/uk-tv.
2011 will continue to see Tourism Victoria’s focus on the distribution of video content to
other URLs with links back to www.visitmelbourne.com/uk-tv. The success of this distribution
31 UK & Ireland 2010

will be monitored where possible to quantify the exposure and brand recognition gained from
this activity.
Plan and execute search engine marketing activity (SEM) in order to increase visitation
targeting specific keywords on Google to build awareness and drive visitation to
www.visitmelbourne.com/uk.
Trade Marketing
Position Melbourne as the gateway to Australia, “Your Australia holiday starts here”.
Continue to develop length of stay in Melbourne, showcasing the quality and variety of
accommodation the city has to offer and the mix of experiences that can be found within
Melbourne.
Support and further develop regional tourism through the positioning and development of our
touring routes. The Great Ocean Road has been successfully marketed to the trade and UK
consumer together with the Great Southern Touring Route as an extension of the GOR, and
has increased regional dispersion of room nights and length of stay within the State. This route
will continue to be a key priority.
Incorporate and consolidate the positioning of Sydney-Melbourne Touring including the
Sydney-Melbourne Coastal Drive, and the recently launched Gippsland itinerary including
Wilsons Promontory, Lakes Entrance and Walhalla. Further development and positioning of
the South-East Touring Triangle (the Yarra Valley, Phillip Island and the Mornington Peninsula)
is planned including its link to the Great Ocean Road/GSTR.
Develop regional length of stay though promotion of one/two night package options in key
operator programmes in key regions including the Great Ocean Road, Grampians, Goldfields,
Spa Country, Yarra Valley, Phillip Island, and the Mornington Peninsula.
Continue to improve and refresh the visual imagery of Melbourne and Victoria within tour
operators’ programmes providing consistency with Tourism Victoria’s own marketing
programmes through the production of an updated Image CD-Rom selection to be reproduced
in late 2010.
Plan and undertake a number of major marketing promotions via key wholesalers and direct
sellers including Expedia, Flight Centre UK, Gold Medal Travel, STA Travel, Bridge the World
and Bridge & Wickers.
In order to access more targeted databases of those customers with a predisposition to visit
Australia, Tourism Victoria will place a number of advertorials in key trade partners’ customer
magazines e.g. Trailfinders’ Trailfinder Magazine. These pages provide an excellent opportunity
to position new product ideas and deepen Victoria’s messages and product offering directly to
the long-haul travel customer.
Undertake regular face to face communication with key product managers to ensure Victoria’s
core product is maintained and refreshed, and to encourage new product development. Over
the past few years the UK market has seen excellent growth in the level of pagination
dedicated to Victoria in the traditional tour operator brochures however many of the
32 UK & Ireland 2010

specialist Australia operators are now looking to reduce their paper brochure size and cost of
distribution. This will inevitably have an impact on Victoria content. Online inventory and the
marketing activity of these specialists are increasing in importance and will provide the
platform for further product growth and development.
Enhance the support of key tour operators and agency chains through trade training. The
Aussie Specialist Programme (ASP) and dedicated Victoria Specialist Programme (VSP) will
remain Tourism Victoria’s primary destination training tool and will continue to be supported
with agent/operator training conducted by Tourism Victoria, with priority given to trade
marketing partners.
Manage and develop the current Victoria content in the Aussie Specialist Programme and
Victoria Specialist Programme. This programme is the core of Tourism Victoria’s training
efforts and augments Tourism Victoria’s “reach” to include the front line travel consultants of
high street retail travel agents as well as those consultants working for the specialist operators.
Tourism Victoria is currently working on refreshing the content and functionality for the ASP
re-launched in January 2010.
Trade familiarisations – a programme of continued famils is planned to include a product
managers’ famil, four famils to support Corroboree, and front line travel consultant famils to
support key trade partner activity with operators such as Flight Centre in the UK, and mixed
trade in the Nordic and Netherlands.
Attend Corroboree Europe 2011 in Darwin. This event provides a motivational platform to
continue the training programme for front line consultants/travel agents.
Attend the key trade events and maximize networking opportunities. World Travel Market
(London) Nov 2010 and ATE (Sydney) April 2011.
Youth focus – Tourism Victoria will engage in a major joint activity with leading youth
specialist STA Travel, including positioning of Melbourne and Victoria as the preferred
Australasia destination in their Round the World programme in early 2011.
Trade Partners and Stakeholders
Maintain close relationships with other state and territory partners and actively position and
promote Victoria as an integral part of the South East Australia experience and key gateway.
Develop joint marketing opportunities with state partners to maximize tactical trade activity
and reach e.g. Discover the Other Oz partnership with the NT and SA, Sydney Melbourne
Touring with NSW.
Maintain relationships with all key airline partners, with emphasis on Emirates, Etihad, Qatar
and Singapore Airlines.
Maintain and develop relationships with other Government bodies including Invest Victoria,
Austrade and Tourism Australia.
33 UK & Ireland 2010

KEY INDUSTRY CONTACTS
TOURISM AUSTRALIA
6th Floor, Australia Centre
Melbourne Place
Strand
London WC2B 4LG
TOURISM VICTORIA
6th Floor, Australia Centre
Melbourne Place
Strand
London WC2B 4LG
T: +44 20 7438 4600
Rodney Harrex
General Manager
rharrex@tourism.australia.com
Ben Janeczko
UK Distribution Development Manager
bjaneczko@tourism.australia.com
Emma Humphreys
PR Manager
ehumphreys@tourism.australia.com
Nadine Christiansen
Team Leader (Aussie Helpline)
nchristiansen@tourism.australia.com
BGB
(TOURISM VICTORIA PR AGENCY)
91 Waterloo Rd
London SE1 8RT
T: +44 20 7438 4645/6
tvic.london@tvic.australia.com
Claire Golding
Regional Manager UK and Europe
cgolding@tvic.australia.com
Sarah Dean
Marketing Executive UK, Ireland, Nordic & Benelux
Regions
sdean@tvic.australia.com
The London office now also responsible for the South
Africa market.
AGENT-GENERAL FOR VICTORIA
Victoria House, Australia Centre, Strand
London WC2B 4LG
UK
T: +44 (0)20 7902 2990
T: +44 (0) 20 7354 6822
Debbie Hindle
Account Director
dhindle@bgb.co.uk
Sally Capp
Agent General for Victoria
Scapp@dsrd.vic.gov.au
Lucy Pennington
Account Manager
LPennington@bgb.co.uk
AUSTRALIAN HIGH COMMISSION
Australia House
Strand
London WC2B 4LA
Tel: (44 20) 7632 0000
Fax: (44 20) 7632 0098
34 UK & Ireland 2010

AIRLINES
QANTAS AIRWAYS
395-403, King St Hammersmith
London W6 9NJ
UK
T: +44 20 8846 0466
Position to be filled as at Oct 2010
Regional General Manager UK & IR
Position to be filled as at Oct 2010
Market Development Manager UK/IR
EMIRATES
Gloucester Park, 95, Cromwell Road
London SW7 4DL
UK
T: +44 (0) 171 808 0055
Glen Mintrim
Sales Manager UK & Ireland
Christine Sutton
Manager Leisure Sales
SINGAPORE AIRLINES
580 Chiswick High Road
London W4 5RP
UK
T: +44 (0) 870 608 8886
Paul Tan
Regional Vice President UK/Europe
Tony Lusk
Marketing Manager UK & Ireland
QATAR AIRWAYS
1 Cluny Mews, Warwick Road
London SW5 9EG
UK
T: +44 20 7341 6016
Paul Johannes
Senior Manager Europe
Shirley Marguerite
Marketing Manager UK & Europe
Kieran Farragher
Leisure Sales Manager UK
ETIHAD AIRWAYS
200 Hammersmith Road
London
W6 7DL
T: +44 20 8735 6700
Clive Wratton
Country Manager UK
Jeremy Pollock
Leisure Sales Manager
35 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
UK WHOLESALERS
1 st Class Holidays
11 th Floor Trafford House
Chester Road
Manchester
M32 0RS
Company Director (product/marketing &
training contact)
Sharon Mason
Sharon.mason@1stclassholidays.com
T:+44(0)161 877 0432
www.1stclassholidays.com
Abercrombie & Kent
St Georges House
Ambrose St
Cheltenham
Glos GL50 3LG
T: +44 (0) 1242 547 700
www.abercrombiekent.co.uk
Addicted to Travel
25 Uplands Way
Sevenoaks
Kent
TN13 3BW
Direct sell operator targeting luxury
market with unique holidays. Established
since 1962, A&K's unparalleled tour and
travel operations now extend across
the globe to more than one hundred
countries on all seven continents.
Abercrombie & Kent contract product
via their office in Melbourne.
Fast-growing adventure specialist travel
portal and social networking site,
created for like-minded travel
enthusiasts - people with a passion for
real travel who are curious about and
care for the planet. The site includes a
wealth of information including places
to visit, activities, trips, tours and
accommodation.
Site users can become a member of
their travel community and can share
their knowledge and experiences in
forums and reviews, make new friends,
create their own travel networks, and
gain access to a fully secure and easy-touse
online enquiry system.
200 Product Manager
Ross Pakes
T: +44 (0) 1242 547 700
rpakes@abercrombiekent.co.uk
Marketing Manager
Annabel Tremaine
atremaine@abercrombiekent.co.uk
200 Founder
Colin Richards
Colin.Richards@addictedtotravel.com
Via MEL Office
T: + 44 (0) 20 8144 1875
www.addictedtotravel.com
36 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
All-Ways Pacific
7 Whielden Street
Old Amersham
Amersham
Buckinghamshire HP7 0HT
T: +44 (0) 1494 432 747
www.all-ways.co.uk
A small predominantly direct sell,
specialist tour operator targeting mid to
upmarket clientele. They send a
relatively low number of pax to
Australia however 95% of clients
purchase ground product and the
average spend of their clients is over
£3000. All-ways offer an FIT programme
in addition to a series of group and
sporting tours to Australia sold
primarily via newspaper reader offers.
Products are contracted directly.
Always Pacific was bought by APT and
whilst the management team remain the
same the business reports into Gary
Bartlings at APT / London office.
2000 Managing Director / Sports contact
(Ashes)
John Rankin
john@all-ways.co.uk
Product Manager (training contact)
Kaye Rankin
kaye@all-ways.co.uk
Trains depart from London
Marylebone to Amersham
every half an hour and the
journey time is 30 min.
From the station it is a
short taxi ride to the Allways
offices.
Tip: Convenient to include
All-ways Pacific in your
itinerary if driving ‘north’ or
to Tailor Made Travel in
Evesham.
Direct
37 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Audley Travel
The New Mill
New Mill Lane
Witley
Oxfordshire
OX27 9SX
T: + 44(0) 1993 838 800
www.audleytravel.com
Audley Travel specialise in tailor-made
travel. The past few years have seen the
company expand rapidly using a formula
of highly trained staff, a strong
commitment to customer service,
investment in evocative and involving
brochures and carefully targeted
marketing. The company's principle
markets are the affluent 50+ empty
nesters and late 20's/early 30's prechildren
groups. They are a destination
specialist seeking authentic experiences
through small group touring and
accommodation that reflect the essence
of Australia. Their first dedicated
Australia brochure was released in
2005.
2,000 Managing Director
Craig Birkinshaw
Craig.birkinshaw@audleytravel.com
Australian Programme Manager
(Marketing & training contact)
Rachel Wood
Rachel.Wood@audleytravel.com
Australia Region Manager
Paul Done
Paul.done@audleytravel.com
The nearest mainline station
is Charlbury on the London
Paddington to Hereford
line. Trains are operated by
First Great Western. There
are direct services from
London although some
trains require a change in
Oxford. You will need to
take a taxi from the station
and the journey time is
about 20 minutes. We
recommend pre-booking
your taxi as there is no taxi
rank or office at this station.
ATS
Outback Encounters
Pan Pacific
Austravel
See TUI
Anzcro UK
Level 2 Boscawen House
Chapel Hill
Truro
TR1 3BN
Retailer/ Aussie Specialist
Office Manager
(product/marketing/training contacts)
Louise Bilbie
louiseb@anzcro.co.uk
Wholesale buy
T: +44(0)1872 266 899
38 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Bales Worldwide
Bales House
Junction Road
Offers luxury holidays worldwide
to over 50 countries.
Dorking
Surrey
RH4 3HL
Mid to high end product. Company
bought by Virgin Holidays but run as a
separate worldwide brand currently.
500 Product Manager (training)
Sally Inskip
sinskip@balesworldwide.com
Marketing Manager
Ian Fenton
Ifenton@balesworldwide.com
ATS
T +44 (1)306 732 730
www.balesworldwide.com
Bailey Robinson
25 High Street
Hungerford
Berkshire
RG17 0NF
T: +44 (0) 1488 689 700
www.baileyrobinson.com
Offers bespoke itineraries to Central
and South America & Australasia.
Australia is still relatively new but the
emphasis is very much on individual
bespoke, high end holidays to all parts
of the country and with top levels of
customer service. As a result the
emphasis is on quality and not quantity
of customers.
Product Executive (Training contact)
Sarah Parker
Sarah.parker@baileyrobinson.com
Product Executive
Kate Rawlins
Kate.rawlins@baileyrobinson.com
Director of Marketing
Sally Frisby
Sally.frisby@baileyrobinson.com
Wilderness Australia
39 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Bridge and Wickers
3 The Courtyard
44 Gloucester Avenue
Primrose Hill
London NW1 8JD
T: +44 (0) 20 7438 6555
www.bridgeandwickers.com
Founded by Jerry Bridge (who founded
Bridge the World) and David Wickers,
Chief Travel Correspondent on The
Sunday Times. Bridge and Wickers
offers a new approach to holidays in
Australia, with product selection based
on customer interests and lifestyle
themes, targeting the discerning
traveller.
Director
David Wickers
david@bridgeandwickers.com
Director
Jerry Bridge
Jerry@bridgeandwickers.com
Product Director (Training contact)
Suzy Higgs
suzy@bridgeandwickers.com
ATS
(Covering Rachel’s maternity leave)
Rachel Gleave
Rachel@bridgeandwickers.com
Bridge The World
Priory House
6 Wrights Lane
London W8 6TA
T: +44 (0) 207 361 6308
www.bridgetheworld.com
STA launched their new brand aimed at
the over 45 market. Bridge the World
was an established specialist Australasia
brand back in the 1990s and early 2000
and was sold to the Stella Group, STA
have purchased the brand name. Brand
will be run independently but reporting
through to the MD of STA UK. Retail
presence under development with 6
shops open by the end of 2010.
Commercial Director
James Herbert
James.herbert@bridgetheworld.com
Marketing Manager
Janine Doggett
Jnnine.doggett@bridgetheworld.com
Product Manager
Jo Sutcliffe
Jo.sutcliffe@bridgetheworld.com
AOT
40 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Carrier
Church St, Wilmslow
Cheshire SK91AX
T +44 (0)161 491 7600
www.carrier.co.uk
Carrier has 24 years experience in
luxury travel and has firmly established
itself as one of the market leaders in the
luxury holiday market. Australasia was
added to their portfolio in 2004.
Product Manager Worldwide (training)
Sarah Findlow
sarahfindlow@carrier.co.uk
Product Executive
Joanne Tullett
joannetullett@carrier.co.uk
+44 (0)161 491 7600
Tip: Combine with trips
to Manchester and
Preston.
Southern Crossings
Marketing Manager
Maxine Roberts
maxineroberts@carrier.co.uk
Classic Connection / ITC
Concorde House
Canal Street
Chester CH1 4EJ
T: +44 (0) 870 751 9310
www.itc-uk.com
A direct sell and wholesale operator
offering tailor made and hosted
itineraries to a variety of destinations,
focussing on Africa, Indian Ocean, the
Caribbean and cruising, as well as the
far east and Australia and NZ. Their
clientele is very up market. One of the
UK’s leading luxury long haul specialists,
ITC Classics contracts their product
through Southern Crossings.
1,000 Product Manager
Judy Davies
judydavies@itc-uk.com
Head of Marketing
Jayne Heyward
jayneheyward@itc-uk.com
Product Manager (Training)
Helen Tabois
helentabois@itc-uk.com
Director of Sports
David Atkin
DavidAtkin@itc.uk.com
Chester is NW England, just
north of Manchester. 2½
and 3hrs by train from
London (Euston Station).
4hrs drive to Chester from
London. The train from
Manchester to Chester
takes 1hr.
Tip: Carrier is also in
Chester, combine with trips
Manchester and Preston.
Southern Crossings
41 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Cox and Kings
6th Floor
30 Millbank
London, SW1P 4EE
The world's longest established travel
company organises high quality group
tours, private journeys and tailor-made
itineraries. Started offering Australia in
2008.
Product Manager Australia and New
Zealand (training contact)
Aaron Jennings
Aaron.jennings@coxandkings.co.uk
ATS
T: +44 20 7873 5010
www.coxandkings.co.uk
Product Executive
Alix King
Alix.king@coxandkings.co.uk
Marketing & BD Manager
Heather Smith
Heather.smith@coxandkings.co.uk
Destinology
Hercules Business Park
Hall Lane
Lostock
Bolton
BL6 4BL
Online company, fully bonded with
ATOL.
Commercial Director
Carole Booth
Carole.booth@destinology.co.uk
Product/Marketing
Louise Ashworth
Louise.ashworth@destinology.co.uk
ATS
T: +44 (0)1204 474400
Training
Melanie Garthwaite
Melanie.garthwaite@destinology.co.uk
Discover the World
Arctic House
8 Bolters Lane
Banstead
Surrey
SM7 2AR
Leading specialist tour operator, in
business for 25 years.
Product Manager (training)
Liz Lunnon
liz@discover-the-world.co.uk
Marketing Manager
Georgina Hancock
Georgina@discover-the-world.co.uk
T +44 (0)1737 218 800
www.discover-the-world.co.uk
42 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Dreamticket.com
17 Stoneham House
Scarbrook Road
Croydon
Surrey CR0 1SQ
Dreamticket.com is an online tour
operator. Recent expansion includes a
new venture into tailor-made travel, all
fully online, and the development of a
destination specific Australia website.
Product Executive
Chris Barker
Marketing Manager
Abidali Alibhai
ATS
T: +44 (0) 20 8406 7254
www.dreamticket.com
Dreamtime Travel
10 Regency Arcade, Devonshire
Road
Bexhill on Sea
East Sussex TN40 1BD
T: +44 (0) 1424 734 747
www.dreamtime-uk.com
Edwin Doran Sports Travel
Ltd
54 King Street Twickenham
Middlesex TW1 3SH
T: +44 (0) 208 288 1000
www.edwindoran.co.uk
Elegant Resorts
The Old Palace, Little St John
Street Chester CH1 1RB
T: +44 (0) 1244 897 999
www.elegantresorts.co.uk
Dreamtime Travel is a small UK based
specialist tour operator dealing with
both trade and retail sales. Established in
1997, and catering for the mid to high
end FIT market. Their website, launched
in 2006, acts as an online brochure
allowing flexibility and creative freedom
to design, add and change products.
Sports tours specialist, with over 30
years experience arranging tours for
groups who play in or support
international sides. Also a retail travel
agency specialising in tailor made
holidays.
Company was founded in 1988 by Geoff
Moss. Only sells upper end of the
market hotels, villas. In 2008 company
was bought by Thomas Cook
750 –
1,000
1,100
Managing Director
Danny Wooller
Danny@dreamtime-uk.com
(Contact for product, marketing &
training)
General Manager (product/marketing)
Ian Barton
Ian.Barton@edwindoran.com
220 Product Manager (training contact)
Sandra Harrison
sharrison@elegantresorts.co.uk
Travel time – 2hrs from
London Victoria to Bexhill
station; trains run at 17 and
47 mins past the hour. Taxi
from station or 10min walk.
By train, travel time is
30mins from London
Waterloo to Twickenham
station. Trains run approx.
every 10 mins. Driving,
allow 45mins from London
on A4/316.
Travel time by train 2hrs
45mins from London
Euston to Chester. By car,
allow 4 hrs from London,
leave on the M1
Northbound.
AOT
Southern Crossings
43 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Emerald Travel
1 st & 2 nd Floor
15/16 New Burlington St
London W1S3BJ
T: +44 (0) 207 312 1736
www.etours-online.com
Privately owned and independent
company with over 25 years
experience. Originally specialising in
Asia (SE Asia in particular), they have
steadily grown into worldwide
destinations. First dedicated Australia
brochure launched in 2004.
6500 Commercial Director
Bruce Taylor
btaylor@emerald.co.uk
Product Manager (Marketing & training)
Rod Andrews
randrews@peoples.travel
Tour East
Emirates Tours UK
Gloucester Park
3 rd Fl / 95 Cromwell Road
London SW7 4DL
T: +44 (0) 207 590 1444
www.emiratestours.co.uk
Tour operator, operating a programme
on behalf of Emirates Airline. Currently
its Australia programme is very limited.
Product Manager
Beth Adams
beth.adams@emirates.com
Marketing Manager (training)
Sarah Dupuy
Sarah.Dupuy@emirates.com
Office is above Gloucester
Rd Tube station.
Southern Crossings
Expedia.com
42 Earlham Street
London
WC2H 9LA
www.expedia.co.uk
Online Travel Agency. Expedia has
made some in-rode into the more
traditional distribution system in the
UK, and is currently seeing growth of
sales to Melbourne. Predominantly still
flight only sales but ground product is
also starting to grow.
Head of Sales UK & Northern Europe
Vicki Wickens
Vicki.Wickens@expedia.com
Experience Holidays
1 Town House Garden
Market Street
Hailsham
East Sussex BN27 2AE
T: +44 (0) 1323 446 550
www.experienceholidays.co.uk
Established for over 20 years, they have
been promoting Australia since 1995.
Concentrates on tailor made FIT
business, 3 1/2 to 5* accommodation
including Boutique hotels are preferred.
Part of Sussex Travel Agency Ltd.
300 General Manager
Jackie Appleton
jackie@experienceholidays.co.uk
Travel time by train 1.5hrs
from London Victoria to
Eastbourne. By car, allow
2hrs from London, leave on
the M23 southbound
towards Brighton.
Oz One
44 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Flight Centre
2nd Floor, CI Tower,
St George’s Square, High Street
New Malden, KT3 4TE
T: +44 (0) 20 8336 8035
www.flightcentre.com
An independent travel retailer with
Australian roots. Over 100 retail store
locations in the UK and growing fast.
Known for “flights” but developing a
stronger profile for FIT and now have a
dedicated Australia brochure and strong
online presence. FC is developing their
range of brands to include Flight Centre
(retail shops), Infinity (wholesale), and
Round the World Travel Experts
(online & direct sell).
10,000 Director
Brett Warwick
Brett.warwick@flightcentre.co.uk
Product Manager (& training contact)
Selina Pridmore
Selina.Pridmore@flightcentre.co.uk
Head of Marketing
Shannon Watson
Shannon Watson@flightcentre.co.uk
Infinity (Internal)
Freedom Australia
Centurion House
Railway Street
Hertford
SG14 1AP
T: +44 (0)1992 536050
www.freedomaustralia.co.uk
Established in 1999. Freedom Australia
is a National UK tour operator
providing tailor made travel and
packaged holidays throughout Australia.
Freedom Australia's clients are mostly
independent travellers looking for a 3 to
6 week multi centre experience in
Australia. They include young
professionals, family groups and empty
nesters in the 3.5 to 4.5 star markets.
2,000 Managing Director (marketing)
David Wallis
dw@freedomaustralia.co.uk
Product Manager (training contact)
Jenny Snow
js@freedomaustralia.com
Product Assistant
Gavin Dixon
gd@freddomaustralia.com
By train, 55mins from
London Liverpool Street to
Hertford East Station.
ATS
45 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Gold Medal Travel &
NetFlights
Trident Centre
Port Way
Ribble Docklands
Preston
Lancashire PR2 2QG
T:+44 (0) 1772 835 142
www.goldmedal.co.uk
www.netflights.com
Gold Medal was bought by Thomas
Cook in 2009 and is now fully
integrated into TC’s management
structure. Brands include Gold Medal
Travel, a wholesaler/consolidator,
NetFlights, a direct sell operation and
Pure Luxury. They operate 2 dedicated
Australasian departments (approx 80
staff in total), and their product
portfolio includes a 168 page Australia
brochure. They also operate two of the
industry's leading internet booking
systems.
40,000 Commercial Director
David Robinson
David.robinson@goldmedal.co.uk
Product Manager
Rebecca Turner (nee Yerkess)
E: Rebecca.Turner@goldmedal.co.uk
Destination Executive
Kath Whitnall
kwl@goldmedal.co.uk
Preston is in Lancashire in
the North West of England.
3hrs to travel from London
(Euston Station) to Preston
on the train, departures
every hour.
Tip: Consider a North
West England combination
trip. From Preston, to
Manchester to visit Jetset
and Travel 2. Chester (ITC)
is also in the North West.
ATS
Marketing Manager
Michelle Copper
mcr@goldmedal.co.uk
Promotions & Partnerships Manager
Allison Cockburn
Allison.cockburn@goldmedal.co.uk
CEO and Managing Director
Chris Hill
chill@handsupholidays.com
Hands Up Holidays
21 Cortayne Road
Fulham
London SW6 3QA
T: +44 800 783 3554
www.handsupholidays.co.uk
New tailor made travel and fixed travel
date tour operator aiming to create a
holiday experience with meaningful
interaction with local culture,
sightseeing experiences, and inspiring
opportunities to give back in a ‘hands
on’ way through Community
Development Projects.
46 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
ISANGO!
The Space
Mortimer Street
London W1W 8HS
T: +44 (0) 20 30085480
www.isango.com
ISANGO! Launched in October 2006.
An online operator ISANGO! Aims to
provide consumers and travel
professionals with a comprehensive
collection of exciting and colourful
experiences. Holiday tours, sightseeing,
attractions, activities and best things to
do in more than 50 countries across
the world enabling the consumer to
plan and book ahead.
An established online operator now
developing their Australia programme
with an enhanced website and new
web booking engine. Key2holidays
primarily contract their product
through Pan Pacific Holidays.
Kuoni is one of the largest long-haul
wholesalers from the UK. It produces
a dedicated Australia brochure.
Australia also features in the
worldwide brochure. There is 17 staff
on the Australia team. The typical
Kuoni client travelling to Australia is
well informed, having researched the
destination thoroughly via the internet
and in guide books and want flexibility
with their arrangements. They tend to
book product in the mid to upper
product range. Kuoni’s sport division
‘Sports Abroad’ are active in their
specialist field at Australian events.
Product and Marketing Manager
Deepak Jha
Deepak.Jha@isango.com
Key2Holidays
96 Wilton Road
London SW1V 1DW
T: +44 (0)20 7963 6651
www.key2holidays.co.uk
Kuoni Travel
Kuoni House
Deepdene Ave
Dorking
Surrey RH5 4AZ
Product Manager (marketing & training)
Clare Goss
cgoss@key2holidays.co.uk
ATS
T: +44 (0) 1306 740 888
www.kuoni.com
13,000 Product
No longer contracted from the UK,
centralised in Switzerland.
Marketing Manager
Mandy Mcglade
Mandy.mcglade@kuoni.co.uk
Head of Sales (Training)
Louise Enticknap
Louise.enticknap@kuoni.co.uk
Dorking is about 25 miles
SW of central London. To
drive from London will take
approx 50mins. Trains
depart from London
Victoria every 30mins and
take about 1hr.
Tip: A trip to Kuoni could
be combined with Travelbag
in Alton – the drive takes
45mins.
AOT
47 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
The Lotus Group
Sandpiper House
39 Queen Elizabeth St London SE1
2BT
T: +44 (0) 20 7962 9944
www.dialaflight.com
A direct sell operator, Offices in
Manchester, Croydon and Maidstone,
as well as their head office and
telesales centre in London. Australia is
sold through their main brand which is
Dial-a-Flight. No traditional style
brochure, products all featured on
website and sold through telesales and
e-marketing activity.
12,000 Product Manager
Claire Chamberlain
Claire@lotusgroup.co.uk
Marketing Manager
Victoria Hampton
Victoria@lotusgroup.co.uk
Training Manager
Kim Taylor
kim@lotusgroup.co.uk
The office is situated near
London Bridge British Rail
(mainline) station or tube
station on the Northern
Line.
Tip: Combine with a visit to
Kuoni, as you can take the
train to Dorking from
London Bridge.
ATS
Premier Holidays
Westbrook
Milton Road
Cambridge CB4 1YG
Premier sells through the trade and
also have a sister company Premier
Travel that has 20 retail outlets.
Head of Faraway Product
David Carlaw
David.Carlaw@premierholidays.co.uk
T: +44 1223 516516
www.premierholidays.co.uk
Marketing Manager
Debbie Goffin
Debbie.Goffin@premierholidays.co.uk
Product Manager
Clare Smith
Clare.Smith@premierholidays.co.uk
Miki Travel
Vintners Place
68 Upper Thames Street
London
EC4V 3BJ
T +44 (0)20 507 5041
www.miki.co.uk
Over 30 years in business. Miki is one
of the leading providers of wholesale
group and FIT travel.
Regional Manager
Rupert Tozer
rtozer@uk.miki.travel.co.uk
Director
Adam Lotinga
alotinga@uk.miki.travel.co.uk
Direct
48 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Qantas Holidays
Sovereign House
395 King Street
Hammersmith
London W6 9NJ
T: +44 (0) 20 8222 9166
www.qantas-holidays.co.uk
A wholly owned subsidiary of Qantas
Airways and among the largest of the
UK wholesalers selling Australia,
Qantas Holidays sells through a strong
network of retail agencies. 10% of its
business is sold direct to the
consumer, and some smaller UK
operators also wrap the QF Holidays
brochure. QF Holidays cater to both
groups and FIT travellers. A new
luxury programme was launched in
September 2002 and inclusion is by
brochure support.
Saga Holidays targets the 50+ market
offering value for money holidays but
also reflecting the changing values and
aspirations of this target market. Their
product range has expanded
considerably over the last 10 years and
now covers virtually every holiday
type.
Now owned by the Titan Group which
includes Tailor Made Travel and
Connections.
A small luxury tailor made holiday
specialist.
20,000 Market Development Manager
Esther Ward
estherward@qantas.com.au
Product Executive
Kelly Dunn
Kellydunn@qantas.com.au
The closest tube station is
Stamford Brook, on the
District Line.
Tip: Combine with a trip to
QF Airways, as are very
close. Also easy to
combine with STA and
Trailfinders.
Direct
SAGA Holidays
The Saga Building
Enbrook Park
Folkestone
Kent CT20 3SE
T: +44 (0) 1303 771111
www.saga.co.uk
Product Manager (training)
Kylie Organ
Kylie.Organ@saga.co.uk
Marketing Manager
Michelle Paul
Michelle.Paul@saga.co.uk
AOT
Scott Dunn and Associates
Fovant mews
12 Noyna Road
London SW17 7PH
150 Head of Asia Pacific
Amy Welfare
amy.welfare@scottdunn.com
Wilderness Australia
T: +44 (0)20 7361 6137
www.scottdunn.com
Marketing Manager
Paul Ruby
Paul.Ruby@scottdunn.com
49 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
STA Travel
Priory House
6 Wrights Lane
London W8 6TA
T: +44 (0) 20 7361 6137
www.statravel.co.uk
STA Travel specialises in travel for
students and young people. Established
as STA Travel in 1979, STA Travel
now have over 420 branches
worldwide in 22 countries, and
employs over 2000 staff across the
globe. In the UK, STA Travel sells
through its network of over 50
university and high street branches. It
is the world’s largest student/youth
travel company.
55,000 Product Manager (Land)
Natascha McLauglin
Natasha.McLaughlin@statravel.co.uk
Training
Diana Molloy
Diana.molloy@statravel.co.uk
STA Travel is a 2min walk
from High St Kensington
tube, which is on the
District and Circle lines.
Tip: Trailfinders are also in
Kensington. Australian Affair
at Notting Hill Gate is one
stop from High Street
Kensington.
Direct
Product / Brochure production for
Europe is now all done from the
London office.
Small upmarket specialist tailor made
tour operator.
Steppes Travel
The Travel House
51 Castle Street
Cirencester
Glouc. GL7 1QD
T: +44 (0) 1285 651010
www.steppestravel.co.uk
N/A
Product Manager
Kate Burnell
KateB@steppestravel.co.uk
Wilderness Australia
50 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Stella Travel Group
Hamlyn House
Macdonald Road
Highgate Hill
London N19 5PR
T: +44 (0) 20 7561 2244
www.travel2.com
Travel 2
Travel 2 Travel 4
7th Floor SP1, Skypark
8 Elliot Place, Glasgow
G3 8EP
Travel 2 and Travel bag are owned by
Stella Travel Group.
65,000 Product & Purchasing Manager (training)
(Australia, New Zealand, S.Pacific)
Nicola Squire
Assistant Product & Purchasing Manager
Heather Macmillan
Heather.macmillan@stellatravel.co.uk
Sales & Marketing Director
Gordon McCreadie
Gordon.mccreadie@travel2.com
Marketing – Travelbag
Simon Foster
Simon.foster@travelbag.co.uk
The office is in North
London. The nearest tube is
Archway on the Northern
Line. Travel2 are a 2-minute
walk from the station. The
entrance to their offices is
off MacDonald Road (left
out of the station and left
off the main road).
Main call centre is in
Glasgow.
ATS Pacific
Training Manager - Travel 2
Claire Somerville
Claire.somerville@stellatravel.co.uk
Training Manager -Travelbag
Michael Armett
Michael.armett@travelbag.co.uk
51 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Tailor Made Travel
18 Port Street
Evesham
Worcester WR11 6AN
T: +44 (0) 1386 712 039
www.tailor-made.co.uk
Small direct seller specialising in
upmarket tailor made FIT travel,
especially eco-friendly and boutique
accommodation and products (with a
separate ‘Hidden Wonders’ program)
They actively promote their products
with regional press advertising, direct
mail initiatives, consumer show
participation and via the internet.
Tailor Made Travel are now 51%
owned by Titan Travel, which also
incorporates Connections. Now
owned by the Titan Group (includes
Titan Travel & SAGA).
7,000 Product Director
Lorna Curry
lornac@tailor-made.co.uk
Marketing Manager
Angie Colombo
Angie.Colombo@tailor-made.co.uk
Evesham is in the Midlands,
south of Birmingham, about
100 miles north west of
London and takes approx.
2hrs 15mins to drive. Trains
from London Paddington
leave every hour, taking 2
hours.
Tip: Tailor Made can be
incorporated in a visit to the
North of England.
ATS / Goway
Tana Travel
2 Ely street
Stratford-upon-Avon
Warwickshire CV376LW
Direct sell operator specialising in
tailor made travel.
Managing Director
Neil W Basnett
neil.basnett@tanatravel.com
Southbound
Australia
T: +44 (0) 1789 414 200
www.tanatravel.com
52 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Thomas Cook Limited
Thomas Cook Business Park
Unit 10 Connigsby Road
Peterborough
Cambridgeshire
PE3 8SB
T: +44 (0) 1733 842277
www.thomascook.com
Thomas Cook is a well known
integrated travel agency in the UK.
There have been a number of
structural changes and rationalisation
of the combined operation of retail
shops, tour operating brands, airlines
and accommodation. Thomas Cook
bought independent operator Gold
Medal and completed its integration
into TC. Gold Medal in Preston
controls all scheduled product buy i.e.
including Gold Medal Holidays
(wholesaler), Netflights.com (web
based) and TC brands using scheduled
product. Gold Medal also incorporated
TC’s Flight Savers and therefore is
responsible for all scheduled product
sold via TC retail.
An independent tour operator
specialising in Australia, Africa and
Latin America. Targeting the discerning
traveller and recommending quality
and luxury product.
32,000 Sports contact (Ashes)
Nick Byrom
Nick.byrom@thomascook.com
All Australia product now dealt with by
Goldmedal.
Tim Best Travel
4 Cromwell Place
London SW7 2JE
T: + 44 (0) 20 7591 0300
www.timbesttravel.com
100 Managing Director
Tim Best
tbest@timbesttravel.com
Sales & Marketing Manager
Caroline Grayburn
cgrayburn@timbesttravel.com
Marketing Manager
Hugh Clayson
hclayson@titantravel.co.uk
Wilderness Australia
Titan Travel Group
HiTours House
Crossoak Lane
Redhill
Surrey RH2 5EX
T: +44 (0) 1293 450 600
www.titangroups.co.uk
Operates Titan HiTours, a group
series escorted touring product range,
and Grandstand Tours, a sports
specialist, specialising in the rugby,
cricket, and a fourth brand called The
Classic Traveller.
500 -
1,000
Product Manager
Lindsey Hay
lhay@titantravel.co.uk
By train, Gatwick express to
Gatwick or Victoria to
Redhill.
53 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Trailfinders
15 Abingdon Road Kensington
London W8 6AL
T: +44 (0) 20 7368 1526
www.trailfinders.com
One of the largest passenger movers in
the UK, Trailfinders is also a large
direct sell operator for Australia
specialising in tailor made and
independent travel, with offices in
London, Manchester, Birmingham,
Bristol, Dublin, Glasgow, Newcastle,
Cambridge and Belfast. Trailfinders
offers a predominantly mainstream
product range, primarily contracted
direct.
100,000 Product Manager
Alison Noble
alisonn@trailfinders.com
Ground Product Executive
Michelle Tachon
Michelle.tachon@trailfiners.com
Marketing Director
Nikki Davis
nikkid@trailfinders.com
The nearest tube is High
Street Kensington on the
District and Circle Lines.
The offices are a 5min walk
from the tube station (left
out of the station). Two
offices on High St
Kensington.
ATS and direct
Escape (Travelcare)
Hanover Building
Hanover St
Manchester
Lancashire M60 0AD
T: +44 (0) 161 829 6656
www.travelcareonline.com
Travelcare is part of the Cooperative
Group, and is UK’s largest independent
travel retailer. It has 364 branches
across the UK and employs over 1300
staff. Travelcare are the consolidators
for all the Co-op group travel agencies.
Under the banner of Travelcare is
Travelcare Flights, a large seat
wholesaler. Their Worldwide
brochure features Australia product
contracted through ATS Pacific. The
wholesale call centre is based in
Manchester, with approx. 30 Australia
sellers.
Training Manager
Helen Bryon
hbryon@trailfinders.com
10,000 Product Development Manager
(Training & Marketing)
Elise Lewis
Elise.lewis@co-operativetravel.co.uk
Old Trafford is a few miles
from the centre of
Manchester. The cab ride
from either the city centre
of the train station is about
15-20mins.
ATS Pacific
54 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Travelsphere Ltd
Compass House
Rockingham Road
Market Harborough
LE16 7QD
T: +44 (0)1858 410 456
www.travelsphere.co.uk
Offering fully escorted tours
worldwide including Australia.
Targeted to the more mature holiday
maker and offering a broad selection of
tours.
2,000 Product Manager Long Haul
Piotre Adamski
padamski@travelsphere.co.uk
Marketing
Caroline Welton
cwelton@travelsphere.co.uk
Direct
The Travel Portfolio Ltd
18/19 Guildhall Street
Bury St
Edmunds
Suffolk IP33 1RL
T: +44 (0) 1284 762 255
www.travelportfolio.com
Tour operator specialising in tailor
made holidays to Australia. Passengers
tend to be middle to upper age
wanting a tailor made up-market
holiday. Travel Portfolio arranges all
their land arrangements with flights if
required. They do not sell flights only.
1,500 Product contacts
Judith Sweeting
Judith@travelportfolio.com
Jo Crown
jo@travelportfolio.com
By train – 2hrs from London
Liverpool St or Kings Cross
to Bury St Edmunds. Trains
run every hour. By car,
allow 2hrs from London.
Leave London on the M11
Northbound towards Bury
St Edmunds.
APTC
Qantas
Travel 2
A programme for sports supporters is
also offered with a particular focus on
Rugby and Cricket tours.
The Turquoise Holiday Group
37-39 London End
Old Beaconsfield
Buckinghamshire HP9 2HW
Opened business in early 2003. Aim to
provide unique holidays, with stylish
boutique properties.
Product Director
Sue Leitch
sue.leitch@turquoiseholidays.co.uk
ATS
T: +44 (0) 1494 678 400
www.turquoiseholidays.co.uk
Product Manager (training)
Katy Gambrill (ne Lamb)
Katy.gambrill@turquoiseholidays.co.uk
Marketing Director
James Bell
James.Bell@turquoiseholidays.co.uk
55 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Truly Australia
Old Manor House, High Street,
Mayfield
East Sussex, TN20 6AL
T: +44 (0) 1435 872 666
www.farawaytraveller.co.uk
Truly Australia is an internet based
operator offering ground arrangements
in Australia. Targets mid to upper end
of the market and concentrates on
providing a genuine Australian
experience for its clients, focusing
particularly, but not exclusively, on the
natural and the unspoiled. High repeat
business marketed its extensive
website and does not produce a paper
brochure.
TUI UK acquired Travelmood in 2008
and currently operates two brands for
destination Australia – Travelmood, &
Austravel. However all retail outlets
for both brands are currently in the
process of closing (premises sold to
Bridge the World) and Austravel will
become a wholesale product only with
its core distribution through the TUI
retail shops.
800 Director
Bruce Millard
bruce.millard@farawaytraveller.co.uk
GoWay
TUI UK
The Atrium
London Road, Crawley
Sussex, RH10 9SR
T: +44 (0)1293 457 877
www.tui.co.uk
Austravel
15,000
Thomson
20,000
Product Manager Australasia
Karen Joyce
KarenJoyce@austravel.com
Brand Manager Austravel (Marketing)
Ben Briggs
Ben.b@austravel.com
Training
Jenny Bumford
Jenny.bumford@austravel.com
2,000 Product Manager
Gill Standeven
Gill.standeven@virginholidays.com
AOT
Virgin Holidays
The Galleria
Station Road
Crawley West Sussex
RH10 1WW
T: +44 (0) 1293 496 428
www.virginholidays.com
One of the UK’s leading long-haul tour
operators and strong brand. Part of
the successful Virgin Group, including
Virgin Atlantic Airline. Offering a
dedicated Australia programme, tailor
made holidays.
Marketing Manager
Andy Reekie
Andy.reekie@virginholidays.com
ATS
Training contact
Laura Woolley
Laura.woolley@virginholidays.com
56 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Wexas International
45-49 Brompton Road
Knightsbridge, London
SW3 1DE
T: +44 (0) 207 589 3315
www.wexas.com
The UK’s largest membership based
independent travel club, with some
30,000 direct members, and several
affinity partners including Country
Club UK. Offers FIT personalised
travel arrangements via the internet
and database mailing. Established in
1970.
3,000 Product Manager – Far East and
Australasia
Susanne Nuttall
Susanne.nuttall@wexas.com
Marketing Manager
Pete Mathers
Pete.Mathers@wexas.com
Pan Pacific
World Market Travel
7 New Bond Street Place, Bath,
BA1 1BH
Independent specialist retailer creating
tailor made travel packages.
3,000 Managing Partner/ Product Manager
Tim Giles
tim@wmtbath.co.uk
ATS
T: +44 (0) 1225 486 800
www.australian-travel.co.uk
www.worldmarket.co.uk
The Real Gap Experience
(formerly Work and Travel
Company)
45 High Street
Tunbridge Wells
Kent
TN1 1XL
The Work and Travel Company has
been rebranded, the new brand is Real
Gap Experience (www.realgap.co.uk),
Real Gap specialises in gap year, career
breaks & adventure travel holidays.
Australian Product Manager
Jane McLellan
jane.mclellan@worktravelcompany.co.uk
T: +44 (0) 1892 516 164
www.realgap.co.uk
57 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
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AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
IRELAND CONTACTS
Abbey Travel / Australia Travel
Centre
43-45 Middle Abbey St Dublin 1
T+353 1 804 7188
www.australiatravelcentre.ie
Chase Travel
City Junction Business Park
Northern Cross
Malahide Road
Dublin 17
T: +353 1 854 0333
Established in 1978, the Australia
Travel Centre is a specialist division of
Abbey Travel, dealing exclusively in
travel to Australia and New Zealand.
They are a wholesaler for QF, BA and
Qantas Holidays.
Chase Travel has offices in Dublin,
which is their head office, France,
Manchester, Spain, Italy and Dubai. All
contracting is done in Dublin. Chase
Travel has recently started focussing
on Australia again, visiting ATE for the
first time in 2009. Their main focus is
mid-market and they have a lot of VFR.
They do not produce a brochure;
everything is web-based.
17,000 Product Manager
Kathryn Mc Carthy
KMcCarthy@abbeytravel.ie
Sales Manager (Training contact)
Monica Rossi
mrossi@abbeytravel.ie
Contracting Manager
Katharina South
Katrina.South@chasetravel.ie
Chase Travel is about a 10
minute taxi ride from the
airport.
ATS
Club Travel
30 Lower Abbey
Dublin 1
T +353 1 500 5544
www.clubtravel.com
Club Travel is the largest Irish owned
travel agency in Ireland and the
number one consolidator for Australia
- 10,000 seats/year. Around 6-7,000
unique trade users on booking site
easyfare.ie. Currently wrap Qantas
Holidays brochure
10,000 Managing Director
Liam Lonergan
Llonergan@clubtravel.ie
Product Manager
Aine Whelan
awhelan@clubtravel.ie
Qantas Holidays
58 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Ebookers
Irish Life Centre Block
6/7 Lower Abbey Street
Dublin 1
T+ 353 1 241 5650
www.ebookers.ie
Owned by Travelport
Managing Director
Ciaran Lally
Ciaran.lally@ebookers.ie
Marketing Manager
Steven Rice
steven.rice@ebookers.ie
Justsplit .com
Rathfarnham Shopping centre
Rathfarnham
Dublin 14
T +353 1 493 9444
www.justsplit.com
Joe Walsh Tours
8/11 Lower Baggot Street
Dublin 2
Ireland
T +353 1 241 0800
www.joewalshtours.ie
Justsplit.com is an innovative travel
company based in Dublin. The
business, previously Farnham Travel,
was re-launched by Jim Vaughan and
his team under the Justsplit.com brand
in 2005. Justsplit.com has a dedicated
Australia brochure and sells both
through the trade and direct to
consumers.
Joe Walsh Tours was established in
1961, and is one of Ireland’s leading
long haul tour operators offering a
comprehensive worldwide leisure
product which is retailed directly and
wholesaled through Travel Agents
countrywide. In 2002, they produced a
small Australian brochure in Irish Euro.
Traditionally they specialise in group
bookings.
Training Manager
Susan Grier
susan.grier@ebookers.ie
2,000 Jim Vaughan
Owner & Managing Director
Jim.vaughan@justsplit.com
5,000 Director
Cormac Walsh
Cormac.walsh@joewalshtours.ie
Marketing Manager
Vivienne Caffrey
Vivienne.caffrey@joewalshtours.ie
Product Assistant
Alana Ware
Alana.ware@joewalshtours.ie
10 mins by taxi from city
centre
ATS
59 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Tony Bond Travel
Raheny Shopping Centre
Howth Road
Dublin 5
Small wholesale/retail agent specialising
in Australia/NZ. Act as GSA for
number of products including AAT
Kings.
1,000 Managing Director
Tony Bond
tony@tonybondtravel.com
15min cab ride from Dublin
Airport by cab.
Direct
T+353 1 831 4111
www.tonybondtravel.com
Trailfinders - Dublin
4/5 Dawson Street
Dublin 1
and
40-41 Marlborough St
Cork
The Irish extension of the Trailfinders
UK group. Purely operations. All
contracting is done in the UK. Dublin
office has 40 agents and the recently
opened Cork office has approx 20
agents.
General Manager
Dave Hayeems
daveha@trailfinders.com
T +353 1 677 8444
www.trailfinders.com
Travelmood
16-18 Duke St
Dublin 2
T +353 1 642 7009
www.austravel.ie
Travelmood (part of TUI parent
company) is part of the TUI Specialist
Holiday Group. One retail shop in
Dublin.
6,000 Manager
Gemma Fee
g.fee@shgi.ie
Marketing Manager
Ciara Corcoran
Ciarac@shgi.ie
AOT
Twohigs Worldwide Holidays
8 Burgh Quay
Dublin 2
T+353 1 677 2666
www.twohigs.com
Twohigs has been voted Ireland’s
number one long haul operator for the
3 rd consecutive year by the Irish travel
trade.
6,000 Managing Director
Edmund Burke
ed.burke@twohigs.ie
Training Manger
Joanne Coll
Joanne.coll@twohigs.com
60 UK & Ireland 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST
KEY PERSONNEL GETTING THERE / TIPS INBOUND
OPERATOR
Usit
19/21 Aston Quay
O’Connell Bridge
Dublin 2
T +353 1 602 1777
www.usit.ie
Utravel
19/21 Aston Quay
O’Connell Bridge
Dublin 2
T +353 1 602 1777
www.utravel.ie
World Travel Centre
35 Pearse St
Dublin 2
T +353 1 671 7155
Web Reservations
International
Brighton House,
121 Rathmines Rd
Rathmines Dublin 6
IRELAND
T + 353 1 498 0700
USIT is Ireland's specialist in student,
youth and independent travel with its
headquarters in Aston Quay, Dublin.
Part of the Usit group UTravel is
Ireland's newest long haul travel brand,
which offers holidays with a difference
to worldwide destinations.
Consolidator for Singapore Airlines.
Wholesaler using the Qantas Holidays
brochure. They will be developing
their own brochure for launch in late
2005.
Web Reservations International
delivers online reservations to over
50,000 properties in 165 countries
through a network of owned sites and
affiliate partners. Customers can
choose from 5 star hotels to hostels
around the world through major
online brands including
hostelworld.com, worldres.com,
hostels.com, trav.com and the newly
launched boo.com
11,000 Commercial Director
Dearbhla O'Brien
dearbhla.o’brian@usit.ie
Marketing Manager
Lisa O’Regan
Lisa.O'Regan@usit.ie
Commercial Director
Dearbhla O’Brien
Dearbhla.obrian@usit.ie
Marketing Manager
Lisa O’Regan
Lisa.ORegan@usit.ie
6,000 Managing Director
Jimmy Lennox
jimmy@worldtravel.ie
25,000 Product Manager
Erica Murphy
erica.murphy@webresint.com
Marketing Manager
Yvonne Kelly
yvonne.kelly@webresint.com
61 UK & Ireland 2010