Technology was one of four core pillars of the group's strategy as outlined by Gaines at last weekend's Frontliners Conference in Adelaide, with the 'Nexus' project central to delivering productivity solutions for the group's agency networks.
"At the moment Nexus is a project with a name," Gaines said.
"We're still in the discovery phase, it's about trying to find the right solution, and it's not as straight forward as one might think."
The 18 to 24 month "important" project will roll out an online itinerary producer in early 2015, which is expected to "greatly enhance productivity and the way itineraries are presented to our customers", according to Gaines.
Head of Associate Networks, David Padman said productivity was "essential" if agents were to thrive in the marketplace.
"If agents are going to be competitive in this environment in the future, the key is productivity that lets them sell. There's a lot of things on the way in terms of delivering [this]," Padman said.
"I think we're pretty clear – it's not about us being successful, it's about all of us. It is only going to be successful if the consultants and even the suppliers are all on board with us."
Helloworld also recently launched new e-marketing tools for agencies to produce personalised media placements in one point and click, which according to Head of Branded Network, Julie Primmer, was created after receiving feedback from franchisees.
"It's not just about the marketing we do for Helloworld, [agents] are so strong in regional areas and its about making it easy for them to market to their area," Primmer said.
"It's all about collaborating. It could be a word people throw out but its something we really do resonate with."
"We're leveraging the strengths the agents already have," Gaines added.
"We now have reconstructed all the Councils, branded council, associate council, business council, and thats's where we get great feedback. If they're [agents] coming along to us with something that's important, we say we'll always listen, we may not always agree, but we'll always listen," Gaines said.