MTA – Mobile Travel Agents: Company Profile

Background

Overview

MTA – Mobile Travel Agents, established in 2000 by Karen and Roy Merricks, is Australia's pioneering mobile travel network. Celebrating its 25th anniversary in 2025, MTA has grown into a national network of over 450 experienced travel advisors located across the country. The company is dedicated to providing personalized service and expert advice, bringing the world of travel directly to clients, wherever they are.

Mission and Vision

MTA's mission is to empower travel professionals by offering them the independence to run their own businesses while maintaining a flexible work-life balance. The vision is to revolutionize the travel industry by providing clients with personalized, expert travel advice and services through a network of independent advisors.

Industry Significance

As Australia's original mobile travel network, MTA has played a pivotal role in transforming the travel agency landscape. By offering a flexible and independent model for travel advisors, MTA has set a precedent for the future of travel consultancy in Australia.

Key Strategic Focus

Core Objectives

Empowering Independent Advisors: Providing travel professionals with the tools, support, and flexibility to operate their own businesses.

Personalized Client Service: Delivering tailored travel experiences through a network of experienced advisors.

Technological Integration: Utilizing advanced technology to enhance service delivery and operational efficiency.

Areas of Specialization

Leisure Travel: Crafting personalized vacation experiences for clients.

Corporate Travel: Offering tailored travel solutions for business clients.

Luxury Travel: Providing exclusive and high-end travel experiences through affiliations with luxury networks.

Key Technologies Utilized

Virtual Office (VO): A bespoke mid-office technology providing advisors with independence and support.

MTA Companion App: An innovative travel app offering real-time information and updates to clients.

Sherpa Technology: Integrated into the MTA Companion app, providing real-time country-specific information on travel requirements, protocols, vaccination, and visa requirements.

Primary Markets Targeted

Leisure Travelers: Individuals seeking personalized vacation planning.

Corporate Clients: Businesses requiring efficient and tailored travel solutions.

Luxury Travelers: Clients desiring exclusive and high-end travel experiences.

Financials and Funding

Funding History

Total Funds Raised: Approximately $9.22 million.

Recent Funding Round: In October 2025, Helloworld Travel acquired the remaining 50% stake in Mobile Travel Holdings, trading as MTA, for $36 million, bringing Helloworld's total investment in MTA to around $50 million.

Notable Investors

Helloworld Travel: Acquired a 50% stake in MTA in 2016 and the remaining 50% in 2025.

Utilization of Capital

The capital raised has been utilized to expand MTA's network of advisors, enhance technological platforms, and strengthen its market position within the travel industry.

Pipeline Development

Key Pipeline Candidates

MTA's pipeline development focuses on expanding its network of independent travel advisors and enhancing its technological platforms to provide better services to clients.

Stages of Development

Advisor Network Expansion: Ongoing recruitment and integration of experienced travel advisors across Australia.

Technological Enhancements: Continuous development and refinement of the Virtual Office and MTA Companion App to improve user experience and operational efficiency.

Target Conditions

The primary focus is on enhancing the operational capabilities of MTA's network and technological platforms to better serve the diverse needs of leisure, corporate, and luxury travelers.

Anticipated Milestones

Advisor Network Growth: Achieving a target number of new advisors within a specified timeframe.

Technological Upgrades: Implementing new features and improvements in the Virtual Office and MTA Companion App.

Technological Platform and Innovation

Proprietary Technologies

Virtual Office (VO): A bespoke mid-office technology providing advisors with independence and support.

MTA Companion App: An innovative travel app offering real-time information and updates to clients.

Sherpa Technology: Integrated into the MTA Companion app, providing real-time country-specific information on travel requirements, protocols, vaccination, and visa requirements.

Significant Scientific Methods

Data Analytics: Utilizing data analytics to understand client preferences and enhance service offerings.

Machine Learning Algorithms: Implementing machine learning to improve recommendation systems and operational efficiency.

Leadership Team

Executive Profiles

Lesley Owen: Group General Manager – MTA. Lesley has visited 50 countries and has a background in travel management.

Karen Merricks: Co-founder, Consultancy Role. Karen has visited over 45 countries and has a passion for lighthouses.

Roy Merricks: Co-founder, Consultancy Role. Roy has extensive experience in the travel industry and has visited numerous countries.

Key Contributions

Lesley Owen: Oversees MTA's operations and strategic direction, ensuring alignment with company goals.

Karen Merricks: Provides strategic guidance and maintains the company's vision and values.

Roy Merricks: Offers industry insights and supports the company's growth and development.

Competitor Profile

Market Insights and Dynamics

The Australian travel industry is characterized by a growing demand for personalized and flexible travel services. The rise of mobile travel agents reflects a shift towards more independent and adaptable travel consultancy models.

Competitor Analysis

TravelManagers Australia: Offers a network of home-based travel advisors with a focus on personalized service.

FCTG Independent: Provides independent travel advisors with access to Flight Centre's resources and support.

Strategic Collaborations and Partnerships

Helloworld Travel: Acquired a 50% stake in MTA in 2016 and the remaining 50% in 2025, strengthening MTA's market position.

Virtuoso: An exclusive luxury travel network providing MTA advisors with access to unique travel opportunities and value-added upgrades.

Operational Insights

MTA's model offers a flexible and independent approach to travel consultancy, differentiating it from traditional agencies and appealing to both advisors and clients seeking personalized services.

Strategic Opportunities and Future Directions

MTA aims to continue expanding its network of independent advisors, enhance technological platforms, and strengthen strategic partnerships to offer unparalleled travel experiences to clients.