MyTravel Group

What MyTravel Group does

MyTravel Group is the independent travel agent affiliate network operated by Stella Travel Services (Australia) Pty Ltd, serving approximately 800 independent travel agencies across Australia and New Zealand. The network's core function is to give small and independent agents access to the buying power, technology, and partner relationships typically available only to large franchise or branded travel businesses, while allowing them to retain operational independence and commercial control.

The platform is built on three core technology products. SmartFares is described as an award-winning online fares database with a search engine that aggregates up-to-the-minute consolidator fares across global airlines. SmartTickets is an internet-based ticketing application that validates and processes e-ticket transactions, reissues, refunds, and revalidations online, with a 24/7 availability guarantee and a stated commitment to "no Agency Debit Memos." Air Tickets provides international airfare distribution and ticket centre services to airlines and agents across Australia. A robotic ticketing system layer automates ticket issuance from SmartFares listings and from GDS-published fares on IATA plates, reducing manual processing. GDS integration allows agents to publish fares on their own IATA plates or on MyTravel Group's plates.

The business model is a channel-partner / affiliate network, monetized primarily through transaction fees on ticketing and fare services. New agents are recruited via direct outreach and a website contact form. The company operates from a Melbourne headquarters with regional offices in Brisbane, Perth, and Sydney, each servicing defined Australian states. No membership pricing, transaction fee schedule, revenue, or headcount is publicly disclosed, and there is no public listing, funding history, or M&A activity in the source data.

Name

MyTravel Group

Legal name

Stella Travel Services (Australia) Pty Ltd

Website

https://mytravelgroup.com.au

Company type

Private

Operating status

Operating

Short description

MyTravel Group is the affiliate network of Stella Travel Services (Australia) Pty Ltd, providing approximately 800 independent travel agencies across Australia and New Zealand with proprietary fare, ticketing, and robotic automation platforms in exchange for transaction-based fees.

Ownership category

akta.pro rank

Product category

Travel Agency Software

NAICS

Travel Agencies (561510)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Travel Subscription, Membership & Deal Clubs (THAKAAAL)

Keywords

• Travel agency network
• Airline ticketing software
• Fare distribution platform
• Travel agent technology
• GDS ticketing systems

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Technology and Ticketing Services: MyTravel Group provides technology platforms (SmartTickets, SmartFares, Air Tickets) to member travel agents. The platforms enable ticket issuance, fare searching, and transaction processing. Revenue is generated through transaction fees and service charges associated with ticket sales and processing.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

MyTravel Group operates as an independent affiliate network that provides travel agents in Australia and New Zealand with proprietary ticketing and fare distribution technology platforms, including SmartTickets, SmartFares, Air Tickets, and Robotic Ticketing Systems. Member agencies access collective buying power and 24/7 technology services comparable to large franchise groups while retaining their operational independence.

Product overview

MyTravel Group offers a unified platform of travel technology products designed for independent travel agents. The core offering consists of SmartFares (award-winning online fares database), SmartTickets (online ticketing platform), and Air Tickets (fare distribution and ticket centre services), all supported by robotic ticketing systems. SmartFares provides fare search and discovery, which feeds into SmartTickets for ticketing, reissues, refunds, and revalidations—all accessible 24/7. The platform also supports GDS integration for agents publishing via their own IATA plates.

Differentiator

Problem solved

Functional benefit

Brands

• SmartTickets: Industry leading online ticketing technology platform offering guaranteed no Agency Debit Memos (ADMs) and 24/7 accessibility with point and click ticketing, reissues, refunds and revalidations.
• SmartFares
• Air Tickets

Products and services

• SmartFares Online fares database and search engine that automatically locates up-to-the-minute consolidator fares from airlines worldwide for use by member travel agents of MyTravel Group.
• SmartTickets Industry-leading online ticketing technology platform offering guaranteed no Agency Debit Memos (ADMs) and 24/7 accessibility, providing a user-friendly point-and-click process to complete ticketing, reissues, refunds, and revalidations online for member travel agents.
• Air Tickets International airfare distribution and ticket centre services providing travel agents and airlines throughout Australia with 24/7 system access for ticket issuance and processing.
• Robotic Ticketing Systems Automated ticketing systems integrated with SmartFares and SmartTickets that allow agents to robotically issue tickets listed on SmartFares or published via their GDS on IATA plates.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Travellers Choice: Australian cooperative-style buying group and affiliate network for independent travel agents, providing collective purchasing power, marketing support and technology to member agencies — the closest analog to MyTravel Group's model in ANZ.
• Helloworld Travel: ASX-listed Australian travel retailer and network of independent travel agents, combining retail brands with a wholesale/distribution arm serving affiliated agents across ANZ — directly comparable distribution and member-services model.
• Webjet: ASX-listed online travel agency operating consumer B2C booking platforms in ANZ; competes with MyTravel Group's affiliated agents for end-traveler bookings and illustrates the OTA channel that pressures traditional agents.
• Express Travel Group: Australian consortium-style network for independent travel agents providing preferred supplier deals, marketing support and back-office tools — overlapping membership-network mechanics with MyTravel Group.
• House of Travel: New Zealand's largest network of independent travel agents, offering members shared technology, supplier relationships and buying power — a near-mirror of MyTravel Group's proposition across the Tasman.

Others

• Amadeus: Global GDS and travel technology provider whose distribution platforms integrate with travel agent ticketing systems; directly relevant as underlying infrastructure layer and ecosystem participant for MyTravel Group's stack.
• Travelport: Global GDS and travel commerce platform providing the underlying fare data, booking and ticketing infrastructure on which MyTravel Group's SmartTickets and SmartFares are built — key upstream enabler and ecosystem participant.
• Sabre: Global GDS and travel technology company providing agent-facing booking, ticketing and corporate travel tools; comparable technology supplier layer that competes for the same agent-tooling wallet as MyTravel Group's proprietary platforms.

Broad incumbents

• Corporate Travel Management: ASX-listed corporate travel management company with significant ANZ presence; comparable in providing technology and service infrastructure to travel buyers/agents, though focused on corporate rather than leisure distribution.
• Flight Centre Travel Group: Largest ASX-listed retail travel company in Australia with a broad portfolio of leisure, corporate and wholesale brands; broader scope than MyTravel Group but competes for the same independent agent and SMB travel spend.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MyTravel Group