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In a move set to redefine the landscape of travel, tourism, and hospitality representation, industry stalwarts Julie Primmer and Lynda Wallace have unveiled the launch of Ascend Travel Group. This disruptive venture heralds a fresh and tailored approach to representation, promising substantial value creation and productivity enhancement for all stakeholders. This piece explores the development of this intriguing new business.

The travel industry has been substantially transformed in recent years, with consumer behaviours and expectations adapting at unprecedented rates. In response to this dynamic market evolution, Primmer and Wallace, equipped with a combined professional experience exceeding 40 years, have crafted a novel strategy for engagement. This approach seeks to unlock untold benefits for suppliers and agencies, representing a novel pathway to growth and success.

Lynda Wallace

“Recognizing the drastic transformations in our industry’s landscape, we realized it demanded a fresh approach to foster growth and success for clients and agents,” Julie Primmer expressed during the launch. “We’re ecstatic to lift the veil on our novel enterprise, a travel representation business with a laser focus on putting clients and the industry first.”

The innovative Ascend Travel Group aims to redefine the representation sphere through a nuanced understanding of the agent side and a highly customized approach. The goal is to maximize uptake for Ascend’s clientele. Leveraging their extensive and current knowledge of the agency and product landscape, Ascend plans to unearth new opportunities in selected agency offerings. The ultimate objective is to add substantial value for all parties involved.

Lynda Wallace highlights their understanding of the critical role that travel agents play in this process, stating, “We eagerly anticipate collaborating with travel agents to deliver thrilling new travel experiences and unparalleled value to their clients.”

The launch of Ascend Travel Group has already piqued the interest of companies yet to penetrate the Australian and New Zealand markets. These firms are eager to tap into Ascend’s local expertise and unique ability to identify suitable agency partners.

Primmer commented, “We are enthused by the intense interest and enthusiasm we have seen even before our launch. This validates our capabilities to offer a platform for our clients to boost their visibility, stimulate sales growth, and establish strategic alliances in the travel industry.”

As Ascend Travel Group prepares for its official launch, the company is set to reveal a select portfolio of clients new to the Australian and New Zealand markets.

For more information on Ascend Travel Group’s revolutionizing approach to representation, visit their website at www.ascendtravelgroup.com.au. Here, the founders are excited to bring the visions of leading travel brands to life, applying their expansive experience, deep industry knowledge, and influential network to deliver tangible results.