SmartFlyer Australia’s luxury travel advisors continue to grow at levels nearing their U.S. counterparts in terms of revenue generation, says Erina Pindar, Chief Operating Officer and Managing Partner of SmartFlyer.

Speaking exclusively with LATTE this week at the SmartFlyer In Residence bi-annual conference held on the Gold Coast, New York-based Pindar said the partnership with Goldman Travel Group, Brent Wallace and Stuart Reay to establish an Australia arm 10 years ago has achieved its intended goal, but noted, “there’s so much more that we want to do.” 

SmartFlyer Australia’s year-on-year business jumped 24% in 2025, based on the same number of advisors as in 2024 (for comparison).  

“The growth in billings, year-on-year, is reflected in the growth of SmartFlyer Australia’s advisor’s portfolios. They are securing more clients, and they are selling higher value suites and villas products,” Anthony Goldman, Co-Director of SmartFlyer Australia, told LATTE. 

For Pindar, and for Goldman, the number of agents and agencies that make up SmartFlyer is irrelevant.

“It’s the revenue that matters in the U.S., and Australia is really catching up to the U.S. Our average advisor production is, as of last year, at the two seven mark [US$2.7 million or AU$4.1 million]. 

“This year, I know it is going to be higher. It’s been climbing every year. And Australia is also the same way. The numbers are catching up. And I firmly believe the reason for that is the cross-community kind of blending that we have.” 
 

Michael Holtz, Founder, Owner and CEO of SmartFlyer said the “blueprint” for the partnership in Australia has put the business in a “great spot”. 

“One thing that I’m really proud of from this partnership is that by having SmartFlyer be a global company, we’re able to help the Australian agents unlock the rest of the world, and the U.S. agents unlock more of Asia Pacific because we have the buying power and expertise of the Australian agents.” 

Pindar adds, “When the Australia agents come to our events in the U.S., be it activations or fams, when they’re together, you can see them having these conversations. How they work with partners, how they think slightly differently, because exposure gives education.

“You’re able to think slightly differently to what is currently percolating in your own environment, and you’re able to level up.”

Pindar uses the analogy, “you play tennis with someone who is better than yourself, if you want to improve your game, right?” 

Goldman highlights that SmartFlyer Australia never set out to be the biggest host travel platform in the country.  

“We want to attract the right people,” he said.

That number of independent contractors [ICs] is currently hovering around the 50 mark in Australia, with Goldman saying their businesses are ‘work from anywhere’ models. Many of whom relocate to other parts of the world in summer, to be able to better service their clients who are either travelling there or who live abroad, to stay in the same time zone.

“They’ll base themselves in Europe for two or three months a year so they can answer their clients’ enquiries in real time, rather than responding in the middle of the night.” 

Goldman adds, “we might look at an initiative to support our advisors doing that, because I think their commitment is incredible.” 

Brent Wallace, Co-Managing Director of SmartFlyer Australia, who was one of the first in Australia to align with SmartFlyer 15 years ago, prior to the creation of SmartFlyer Australia, says his personal travel business skyrocketed after gaining access to the US-know how. 

“I learned so much in the beginning. All the advisors who invest in travelling and spending time with the U.S. team come back completely different thinkers. And that’s our advantage, and they’re accelerating.” 

Pindar adds that there are many travel agencies that have offices in other parts of the world and are expanding their footprints too, but Smartflyer “have successfully built a powerful global community that is seamlessly integrated.” 

She says the travel advisor profession has several different levels of success, like with any other occupation or even athletic performance. 

“Anyone can be a hobbyist, anyone can be a designer, anyone can be an artist, anyone can be a travel advisor, but it’s about differentiating what we do. And I believe we perform on an elite level, and our numbers reflect that. When we compare our numbers to consortia numbers or other elite performing agencies, we always come up on top. 

Goldman adds, “For us, in our arena, it’s about elevating the profession. The travel advisor profession is a serious business. We’re dealing with a lot of clients’ money and investment in travel.”  

“Our people are earning wonderful opportunity travelling and they’re setting themselves up for life.” 

For Holtz, Pindar, Goldman, Wallace and Reay, still being involved in consulting with their own clients remains crucial. Goldman notes a lot of “our colleagues” in the industry have head offices but are not advising. 

Holtz says, “that gives us a huge competitive advantage. If an agent has an issue, they can come to us directly, and we can be empathetic because we’ve dealt with the same, but a lot of our ‘competitors’ don’t sell travel. 

“It’s having the dual perspective of being the operator and the practitioner,” Pindar adds. 

LATTE quizzed Holtz and Pindar, that based on the success of the SmartFlyer Australia’s business, could the template be broadened to other overseas markets. 

Holtz noted that SmartFlyer does already have agents in other part of the world, but not to the same extent as SmartFlyer Australia. “We need critical mass to do that,” he said. 

So more locally, what about New Zealand, LATTE questioned Goldman. 

“Our bread and butter is this market, SmartFlyer Australia, but there is potential to expand,” Goldman added. “Stay tuned.” 

More from the SmartFlyer In Residence conference next week. 

Lead image: From left are: Brent Wallace, Co-Director, SmartFlyer Australia; Anthony Goldman, Co-Director SmartFlyer Australia/Goldman Travel Group; Erina Pindar, Chief Operating Officer and Managing Partner, SmartFlyer; Stuart Reay, Co-Director, SmartFlyer Australia; Michael Holtz, Founder, Owner, CEO, SmartFlyer and David Goldman, Goldman Travel Group.