Best Flights brand to be axed on Feb 1
Helloworld has ended months of speculation by finally admitting it is axing Best Flights – despite last month insisting the brand would not be shut down.
From February 1, consumers visiting BestFlights.com.au and BestCruises.com.au will be redirected to helloworld.com.au.
A notice to customers on the Best Flights site confirmed that it is “farewell” to both brands after 13 successful years.
“Like the last day of a nice long holiday we feel that little sense of passing history,” the statement says. “We have worked hard to get you the best travel deals online and at Helloworld.com.au we’ll continue to do so. We want to thank all our customers over the years that have kept us busy.
“From February 1, 2014 BestFlights.com.au and BestCruises.com.au will direct you to Helloworld.com.au.”
The message adds that while it is farewell to the brands, customers can expect "the same great service and same great staff" but with improved technology and functionality.
The news will come as little surprise given the endless speculation that has surrounded the operation since the Helloworld branding was unveiled and the company – then still called Jetset Travelworld – signed a strategic deal with Orbitz Worldwide to power its online presence.
But despite axing 40 Best Flights jobs last month, Helloworld continued to insist the brand and operations were “highly valued and integral” to the business.
Further clarification on its future came in an email to Travel Today in early December which said “Helloworld Limited is not losing or closing the Best Flights brand”.
Comments posted online, however, contradicted that position with several people saying they were staff claiming Best Flights was “over” and would be closed at the end of January – a scenario which has proven to be accurate
The company is also said to have recieved a number of negative comments from its customers regarding the switch to Helloworld.
Best Flights, which is thought to have a turnover of $180 million, remains profitable and, according to its website, was the fifth most visited travel website in Australia. It handled around 400,000 calls each year.
The operation was founded by Gary Elliott in 2001 and became part of Jetset Travelworld in 2005.
Elliott left the company in 2008 only to return when Peter Lacaze was appointed JTG chief executive. But he quit again soon after the appointment of Rob Gurney in late 2012.
Travel Today was seeking comment from Helloworld at time of going to press.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
best flights bestflights.com.au helloworldLatest News
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