MELBOURNE: Helloworld Travel Ltd (ASX:HLO) said on Tuesday it has acquired the remaining 50% stake in Mobile Travel Holdings, trading as Mobile Travel Agents (MTA), for approximately A$36 million, bringing its total investment in the Gold Coast-based mobile travel agency to around A$50 million.
The deal, which values MTA at five times earnings, is expected to add A$440 million in annualised Total Transaction Value (TTV) to Helloworld’s portfolio. Helloworld initially acquired a 50% interest in MTA in FY17 for A$14.2 million and had a call option to buy the remainder, extended to 2025 due to COVID-19.
Founded in 2000 by Karen and Roy Merricks, MTA operates across Australia with over 60 staff and around 450 home-based travel advisors. The company has won multiple industry awards, including the Most Outstanding Mobile Advisor Network at the 2025 National Tourism Industry Awards.
Helloworld also announced the appointment of Lesley Owen as Group General Manager of MTA. Sara and Ben Merricks will remain in the business, while Don Beattie will stay on in an advisory role to support the transition.
CEO Andrew Burnes said the acquisition strengthens Helloworld’s position in the retail travel broker segment and continues a strategic partnership that began in 2016.