Women in Travel: Kim Portrate
We talk the Big Apple, life changing career moves and early morning runs with the chief marketing officer for Helloworld.
Can you tell us a little about your career progression? How did you get your start in the travel industry?
I’ve been lucky enough to work across a range of sectors with a number of very inspiring people who embraced innovation and change.
After starting out as a brand manager at Unilever and moving through a variety of marketing roles in beer, beverages, telecommunications and financial services, I moved to New York in 1998. The Big Apple gave me an opportunity to hone my skills as a connector of consumers and brands and after seven amazing years I returned home to work for Carat Media on tourism accounts.
I was fortunate enough to work on the Tourism Australia account while at Carat and, after four years as the Director of Insights and Innovation for the agency, I crossed the ditch to work as the GM of consumer marketing at TA.
I stayed in that role for six years, executing some of the world’s biggest and most memorable tourism campaigns from There’s Nothing Like Australia, See the Movie See the Country and the YouTube Symphony Orchestra.
My experience at TA was the catalyst that led to my current role at Helloworld Limited nearly two years ago where I continue to explore the ever changing world of travel and tourism.
What would you say is your defining career achievement or the thing you are most proud of?
Development and delivery of Tourism Australia’s ‘There’s Nothing Like Australia’ campaign in 2010 that included the first Australian Government user generated content initiative. It was the largest user generated content campaign ever executed in Australia at a time when user generated content was only just taking off.
Not only was it a ground-breaking first in the social space, it generated 23,000 different pieces of content in just four weeks. And from a traveller’s perspective, we were showcasing Australians’ Australia to the rest of the world – allowing the locals to show travellers what they do on their Australian trip.
What have been the biggest challenges to success you’ve encountered professionally?
My role at helloworld is an exciting challenge and opportunity because it is about using marketing as a core driver to change an established market structure. In two years we have transitioned from a company with multiple brands to one united by a brand. I am already proud of what we have accomplished to date, especially brand awareness growth.
Two years ago helloworld was unknown. Eighteen months later 34% of the Australian travellers are aware of the brand. Success like this only happens when there is a great team in place across the business.
Every part of our business has made a contribution to this result – from finance to franchisees – and we have still only scratched the surface of what’s possible for our new retail travel brand.
With the benefit of wisdom, what advice would you give your 21 y/o self when you were starting out in your career?
I hand on heart believe that you need to work in the categories and with people you like. We spend so much time at work, the one thing that will keep you motivated is spending your working day with a subject that keeps you on your toes and passionate about what you do.
People often say how lucky I am to work in the travel industry, and I couldn’t agree with them more. My job and my team’s job is to inspire and help people book the holiday of their dreams or spend time with their loved ones on holidays and that makes you feel pretty special at the end of the day.
I also think that you should never take no for an answer. Sounds a little pushy I know for a 21 year old, but just because one person says no that doesn’t mean it can’t be done.
As far back as my time at Optus I had people telling me that you can’t bundle different products, like mobile phone and land lines, and I asked the question why not. With persistence, and the support of senior managers, I worked to petition the ACCC to be allowed to deliver the first bundled telco mobile, landline and data– which has now become the category norm.
So just because you get a no doesn’t mean your ideas can’t work. If you truly believe that what you’re doing is right for your customer then soldier on and solve the issues you’re presented with.
How would you describe your business/management style? What sort of things are most important to you professionally?
I like to think that I am the type of manager that uses vision for the future based on experience, solid data to support a chosen path and a little bit of gut-feel to take a chance to deliver better experiences for customers. Once you know where you want the business and the brand to be in twelve months’ time, it’s all about getting in and get things done.
I like to ask lots of questions, challenge the status quo and take a step back to think through whether this is really the way we should be doing things. Taking calculated risks is really important to growing both the business and yourself professionally.
I am lucky enough to be surrounded by a team of inspired, creative and hardworking people whose starting point is how to overcome a business challenge before them.
Who are the people you admire most professionally or in any field/walk of life?
I have a huge amount of respect for Perth plastic surgeon and Australian of the Year recipient Dr. Fiona Wood because of her pioneering spray on skin treatment for burns victims after the Bali bombing.
Seeing a problem that needed to be solved, and powered by a belief that there is always a better way to do things, she changed countless lives for the better. Her work made the road to recovery a lot better for those burn patients when no one imagined it could be.
What do you do to unwind when you aren’t working? What is most important to you outside the office?
Walking the dog and spending time with my teenager – which is a full time job in itself! –is most important to me outside of the office.
For you, what’s the best aspect of working in the travel industry?
The energy of the people that work in travel is phenomenal and pretty contagious too. The fact that every day we make life a bit better for people planning a holiday, give expert advice about a place they haven’t been to and enable them to take on adventure outside their normal lives is really rewarding.
To hear our customer’s share their life changing stories after they return from a trip makes me realise we’ve done the job the way we need to.
What one thing gets you through a stressful day?
The best medicine for me has always been an early morning run. If I know I am going to have a hectic day, or week, I make sure I am up early and I hit the streets with my headphones and music blaring.
You can see the other ladies from our exclusive Women in Travel series here:
- Ann Sherry
- Olivia Wirth
- Lisa Ronson
- Kaylene Shuttlewood
- Melanie Waters-Ryan
- Katrina Barry
- Lalie Ngozi
- Donna Meads-Barlow
- Rachel Argaman
- Judith Crompton
- Sandra Chipchase
- Mona Tannous
- Margy Osmond
Email the Travel Weekly team at traveldesk@travelweekly.com.au
helloworld kim portrate women in travelLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!