Something about Steve Brady makes you instantly believe he’s been everywhere and could probably get you anywhere, too. As Group General Manager, Cruise at Helloworld Travel, he’s navigated an industry that’s equal parts glamour, grit, and gale-force change. From slinging backpacker deals in his STA Travel days to steering two powerhouse cruise brands, Cruiseco and Creative Cruising, into award-nominated territory, Brady’s career reads like a well-mapped voyage. But behind the strategy meetings and the market analysis is a man who still gets hooked by the same magic that grabbed him on Day One: the thrill of making someone’s travel dream come true. Over coffee (and the faint smell of sunscreen from a recent ship inspection), Jason sat down with Steve to talk passion, risk, resilience, and why Antarctica still tugs at his heartstrings.
Charting the cruise comeback: Steve Brady’s bold vision wows Sydney 2024 audience.
From Backpack to Bridge: The First Spark
There’s something about Steve Brady that makes you instantly believe he’s been everywhere — and could probably get you anywhere, too. As Group General Manager – Cruise at Helloworld Travel, he’s navigated an industry that’s equal parts glamour, grit, and gale-force change. From slinging backpacker deals in his STA Travel days to steering two powerhouse cruise brands — Cruiseco and Creative Cruising — into award-nominated territory, Brady’s career reads like a well-mapped voyage. But behind the strategy meetings and the market analysis is a man who still gets hooked by the same magic that grabbed him on Day One: the thrill of making someone’s travel dream come true. Over coffee (and the faint smell of sunscreen from a recent ship inspection), I sat down with Steve to talk passion, risk, resilience, and why Antarctica still tugs at his heartstrings.
Jason: Let’s rewind to that first day of travel. Was it the ships, the people, or the promise of the horizon?
Steve: “Honestly? It was the backpack,” he grins. “And the fact I had about fifty bucks to my name. Starting at STA Travel meant I was surrounded by people who were just like me — curious, broke, and up for anything. We swapped stories like currency. My luggage has had a serious upgrade since then, but that spark of connection with fellow travellers? Still exactly the same.”
Lessons from the Mekong
Jason: Your career’s taken you from retail to wholesale. How did those early days in Southeast Asia shape the leader you are now?
Steve: “I spent five years in Cambodia and Vietnam with Travel Indochina, and it’s hard to overstate how much that influenced me. The work culture there is far more collective than individual. That shaped my whole philosophy on leadership — it’s about building the team, not just spotlighting the captain.”
Many corporate leaders never quite grasp this lesson, but Brady wears it lightly. The result? a management style that’s equal parts strategy and solidarity — with a dash of dry humour.
Two Decades, Two Careers in One
Jason: You’ve been with Helloworld and its predecessors for almost 20 years. That’s practically a silver wedding anniversary in travel terms. What’s kept you anchored?
Steve: “It’s funny — it feels like a couple of different careers rolled into one. My first ten years were at Travel Indochina. Over that time, the industry consolidated, Travel Indochina became part of what turned into Helloworld, and then new doors opened. I’ve been lucky — great mentors, smart leaders, and an evolving business that’s kept me challenged.”
Brady doesn’t say it outright, but the subtext is clear: longevity in travel isn’t about staying still, it’s about moving with the tide — and knowing when to catch the next wave.
Boarding the Cruise Division Mid-Swell
Taking the helm of Helloworld’s cruise division just as the industry was roaring back post-COVID was never going to be a calm-water cruise.
Steve: “My predecessor, Karen Deveson, had already done an incredible job relaunching the division after the pandemic. I was able to build on that, and the highlight so far has been seeing both Cruiseco and Creative Cruising nominated in the NTIA Awards for Most Outstanding Wholesaler and Most Popular Reservations Team. The team works hard — they deserve that recognition.”
The Secret Sauce
Jason: Be honest — is your edge intuition, spreadsheets, or gut feel?
Steve: “It’s all about our customers — the travel agents. Internally, our mantra is ‘make the agents look good.’ Everything — product, systems, customer service — comes back to that guiding principle.”
That blend of B2B focus with passenger passion has proved a winning recipe.
Marrying Emotion and Analytics
Cruise travellers, as any seasoned agent knows, are fiercely loyal and wonderfully particular.
Steve: “They’re passionate, absolutely. We watch the trends, curate packages around what’s hot, and then work with our cruise line partners to bring campaigns to market. The emotional pull gets them interested, the right offer converts them, and analytics tell us what’s resonating. Then we double down.”
One Industry, Two Channels
Steve: “I love that my role spans both retail and wholesale. Different pace, different focus — but all cruise. Our goal is to grow the category within Helloworld, whichever channel the agent uses.”
The Australian Flavour
Jason: Our market has quirks — how do you balance global partnerships with Aussie expectations?
Steve: “Australians have access to a huge variety of travel options, and our role is to help them find what’s right for them. Value is always the common denominator — though it’s defined differently for each person.”
Advice for the Next Generation
Steve: “Relationships are everything. This is a small industry. People move around, but they stay in travel. Today’s colleague might be tomorrow’s competitor or next year’s business partner.”
Personal Horizons
Brady’s travel bucket list? One word: Antarctica. “I love wild places,” he admits.
Pandemic Lessons
Steve: “Chaos creates opportunity. We now game out scenarios — some serious, some wild predictions — just to prepare for whatever’s next. It gets the team thinking in new ways.”
What Makes a Cruise Exceptional
Steve: “Getting the right customer onto the right product. If we do that, our cruise line partners will deliver an exceptional experience.”
Soundtrack to Success
At the moment, Brady’s listening to Triple J’s Hottest 100 of Australian Songs, which combines nostalgia and national pride in one playlist.
One Defining Moment
He struggles to pick just one. “It’s seeing teams achieve what they thought was impossible. That’s the magic.”
On the Horizon
Professionally? “I’m exactly where I want to be.” Personally? “I’ve got two teenagers — so we’re grabbing every chance to travel as a family before they grow up completely.”
