Complex Travel Group is charging full speed ahead with ambitious expansion plans, as it works towards a TTV target of $250 million.
New developments for the Adelaide-centric company include a new office opening in Victoria, major team growth, the acquisition of reward travel specialist The Well Connected Traveller and the launch of Flatbeds Rewards Travel.
The moves are part of a broader strategy to cement the group as a dominant force in the premium airfare and rewards travel space in Australia.
“Our underlying philosophy is grow or die,” Founder and Managing Director Mark Trim told LATTE. “We are very much a growth-focused agency. We’ve got pretty big aspirations.”
The company is set to increase its headcount to nearly 70 by June and has its sights set on reaching 100 employees and $250 million in total transaction value (TTV) in the near future.
Plans for a new Victoria office are already in motion. “We’ve hired a manager there to open a branch and now we are recruiting for another couple of consultants,” Trim shared. “Once they’re all onboarded over the next couple months, we’ll have an office in Melbourne.”
This growth mindset underpins Complex Travel Group’s’s recent acquisition of The Well Connected Traveller, a company known for its expertise in booking complex rewards-based travel. “We were approached by Jody in late 2024,” Trim said, referencing the company’s founder Jodie Land who has moved across to take up the role of Rewards Manager at Complex. “She wanted to step back from ownership… and we’d already built a strong connection through Link Travel Group events.”
The deal adds another “niche” string to Complex Travel Group’s bow. The company has long been a leader in booking business class airfares, with a strong reputation in complex routings and premium cabin products. The addition of The Well Connected Traveller fills a long-standing gap in the company’s offering. “Since day one, our clients have asked to book using their points,” he said. “We’ve kind of always just fobbed that away — now we can own it end-to-end.”
The newly launched Flatbeds Rewards Travel brand will serve as the flagship for this expanded service, offering clients expert assistance in navigating multiple frequent flyer programs — from Qantas to KrisFlyer, Emirates Skywards, and more. “We believe having a multi-account strategy gives you the ability to be more flexible with your reward strategy,” he said. “Being across all of those programs is quite difficult for a consumer, so they can outsource that to our team.”
Importantly, the company plans to grow the new division without diluting its core identity. “We’re not here to teach people how to use points. We want to provide a high-level, concierge-style service,” the spokesperson explained. “We’re targeting business customers who have millions of points and don’t have six hours on the weekend to search through T&Cs.”
Trim sees great potential in the new addition to the portfolio. “We think the business was one of the best kept secrets in travel,” he said. “Now it’s about getting it out there.”
Looking to the future, the company is open to further acquisitions — but only after making the most of this one. “We need to do this first and maximise the opportunity,” he said. “But we’re definitely not done. We’ve got plenty of life left in us — we want to have a big presence in travel.”
