Wholesale Strategy and Growth

Rebuilding the Australian wholesale division – strategy, board advisory, API commercialisation, packaging, contracting and team structure.

Impact in Australia

Re-established wholesale operations within 6 months from a zero-revenue starting point.
Land-only API product launched with onboarding cycle reduced by 45 percent vs legacy approach.
Manual quoting time reduced by ~35 percent after packaging and routing redesign.
22 percent increase in repeat B2B buyers in the first seasonal cycle.
Commercial team structure built spanning BDMs, contracting and product.
Investment pack developed and approved through structured board engagement.

Before and after

Before: no local presence, outdated product architecture, fragmented contracting, unclear pricing rules, no API commercial model, and no board-aligned strategy for Australia.

After: clear wholesale value proposition, new commercial team, modernised product and packaging, structured API distribution, and a board-approved five-year plan with KPIs.

The challenge

The wholesale division had ceased trading during the pandemic. To relaunch, the business needed a complete rebuild: strategy, product, technology alignment, team structure, commercial governance and board-ready financial modelling. Legacy processes no longer matched modern B2B buying behaviour and the business lacked an on-the-ground leader in Australia.

Travel Spark approach

1. Rebuilt the go-to-market and product strategy

Defined the wholesale value proposition and competitive positioning for the Australian trade.
Mapped the customer journey across agents, consolidators and B2B buyers.
Redesigned the product architecture with 12 core routes instead of the legacy 40-route model.
Created modular packaging rules that reduced operational load and improved margin stability.

2. Designed and staffed the commercial organisation

Developed a full commercial function including contracting, product and BDM capabilities.
Built KPIs and commercial scorecards covering revenue, margin, mix and partner performance.
Introduced a decision framework for partner prioritisation and channel focus.

3. API commercialisation and technology enablement

Defined the commercial model and business logic for API distribution.
Created pricing guardrails preventing low-margin API loading without approval.
Worked directly with engineering teams to define requirements and readiness workflows.
Developed service-level standards ensuring API partners received confirmed updates within set timeframes.

4. Board alignment and investment governance

Developed a full investment pack with scenario planning, P&L modelling and risk assessment.
Ran structured monthly board meetings to align priorities and secure staged investment.
Created dashboards showing channel mix, margin variance and partner contribution.

5. Micro examples that improved commercial performance

Introduced a “stoplight” product scoring system to identify high-priority routes.
Implemented tiered service levels for B2B partners to reduce response variability.
Replaced ad-hoc pricing with a unified margin and discount framework across all channels.

Outcome

Within months, the wholesale business returned to growth with a modernised operating model, a scalable API revenue stream, a new commercial team and full board alignment. The work provided clarity, structure and a repeatable commercial engine that positioned the business for sustainable long-term growth.