MG was a Travel Spark client. Travel Spark provided the market-entry strategy, local representation and execution capability. James Whiting performed the General Manager Australia role through the engagement.
Scale and context
- Australia and New Zealand market-entry scope
- Estimated A$30 million annual TTV opportunity
- B2B travel trade, wholesale, OTA and agency channels
The challenge
MG had established Southeast Asian hotel supply and B2B technology and wanted to enter the Australian travel trade. The launch required local positioning, sales capability, account ownership, product relevance and a structured way for Australian market feedback to reach the wider business.
The work
Market-entry blueprint
- Developed the Australian and New Zealand entry plan and commercial positioning
- Defined agent segments, priority accounts, launch stages and commercial milestones
- Aligned product, supply and margin structure with local buying behaviour
Local sales and GSA representation
- Established local sales capability and represented MG in market
- Led daily sales outreach, account management and key-account strategy
- Delivered agent training, campaigns, events and industry representation
Local operating feedback
- Created reporting and market-intelligence rhythms
- Connected partner feedback with product and supplier priorities
- Designed the local office and future capability roadmap
Outputs
- A complete entry and activation blueprint
- Local commercial leadership and representation
- Target-account pipeline and trade engagement
- Product and commercial alignment for ANZ
- A roadmap from represented entry to permanent local capability