Helloworld Travel Limited has completed its acquisition of the remaining 50% stake in Mobile Travel Holdings, fully owning the mobile travel agency and significantly boosting its transaction volume.
- Acquisition of remaining 50% stake in Mobile Travel Holdings for circa $36 million
- Total investment in MTA now approximately $50 million
- Deal valued at five times earnings
- Expected $440 million annualised increase in Total Transaction Value
- Appointment of Lesley Owen as Group General Manager of MTA
Strategic Acquisition Completes Ownership
Helloworld Travel Limited (ASX – HLO) has announced the full acquisition of Mobile Travel Holdings (MTA), a leading Gold Coast-based mobile travel agency. This move lifts Helloworld’s ownership from 50% to 100%, following an initial investment made in 2017. The final tranche was acquired for approximately $36 million, bringing the total investment in MTA to around $50 million.
The acquisition price reflects a multiple of five times earnings, underscoring the strong profitability and growth potential of MTA. This deal is expected to add an additional $440 million annually to Helloworld’s Total Transaction Value (TTV), a key metric reflecting the volume of travel bookings processed through its network.
MTA’s Unique Market Position
Founded in 2000 by Karen and Roy Merricks, MTA has carved out a distinctive niche in the Australian travel market by supporting a flexible, home-based model for travel professionals. With over 60 staff and approximately 450 home-based travel advisors, MTA operates across retail leisure and SME corporate travel sectors, making it one of the most successful mobile retail travel broker networks in the country.
The company’s reputation is reinforced by multiple industry accolades, including the Best Retail Travel Broker Network Award at the National Tourism Industry Awards in 2018 and 2023, and most recently the Most Outstanding Mobile Advisor Network award in 2025.
Leadership and Continuity
Alongside the acquisition, Helloworld announced the appointment of Lesley Owen as Group General Manager of MTA. Owen expressed enthusiasm about leading a business with a strong legacy and unique client and agent proposition. The Merricks family remains involved, with Sara and Ben Merricks continuing in the business, while Don Beattie will stay on in an advisory role to ensure a smooth ownership transition and preserve the company culture.
Andrew Burnes, CEO and Managing Director of Helloworld, highlighted the strategic and collaborative relationship with MTA since the initial acquisition, emphasizing confidence in the business’s future growth under full ownership.
Implications for Helloworld and the Travel Sector
This acquisition strengthens Helloworld’s footprint in the retail travel broker segment, particularly in the growing mobile and home-based advisor market. The substantial increase in transaction volume is likely to enhance Helloworld’s competitive positioning and revenue streams, especially as travel demand continues to recover post-pandemic.
Investors will be watching closely for how the integration unfolds and the impact on Helloworld’s upcoming financial results. The leadership continuity and strategic alignment suggest a smooth transition, but the market will be keen to see how the expanded MTA business contributes to overall profitability and growth.
Bottom Line?
Helloworld’s full ownership of MTA marks a pivotal step in expanding its travel brokerage dominance, setting the stage for accelerated growth.
Questions in the middle?
- How will the acquisition impact Helloworld’s profit margins and operating costs?
- What are the integration plans to leverage MTA’s home-based advisor network more effectively?
- Will Helloworld pursue further acquisitions in the mobile travel agency space?