In a move that’s sparked industry chatter, Helloworld Travel has quietly acquired a 5.015% stake in Webjet Group, snapping up nearly 19.7 million shares between 10 April and 9 May 2025. While both companies are yet to comment publicly on the reasons behind the deal, the strategic implications are hard to ignore.
The buy-in comes at a time of rapid evolution in the travel industry, with digital platforms playing a bigger role than ever before. Webjet, which separated from its corporate travel division in 2024 to focus purely on leisure and online business, has been doubling down on digital innovation and customer experience. It recently outlined plans to double its Total Transaction Value by FY30—largely driven by technological investment and expanding its online footprint.
For Helloworld, the purchase could signal an effort to future-proof its position in an increasingly digital landscape. While the travel group has traditionally focused on retail networks and wholesale operations, taking a slice of one of Australia’s leading online travel agencies might be a way to gain insights—or even influence—in the OTA space.
It’s also a sharp financial play. Webjet shares have seen some volatility in recent months, and a well-timed purchase could prove lucrative. But beyond the numbers, the move points to broader manoeuvring in the competitive world of travel, where tech capabilities and consumer behaviour are shifting fast.
That manoeuvring took a new turn this week, with the news that private equity firm BGH Capital, alongside corporate raider Gary Weiss and investment company Ariadne, has launched a takeover bid for Webjet. The consortium is offering a significant premium over Webjet’s recent share price, signalling a major strategic interest in consolidating Australia’s online travel services. The bid introduces new uncertainty and intrigue to the travel industry, with attention now turning to whether Webjet’s board will support the deal—and how shareholders like Helloworld might respond.
With no official word from Helloworld or Webjet on the latest developments, the industry will be watching closely. Whether Helloworld’s stake was a prelude to deeper involvement or simply a timely investment, its place on the Webjet register now takes on added significance amid the unfolding takeover drama.
