Who
we are
We are a results-focused travel, tourism & hospitality representation business, working alongside our clients as one team, with a shared mission to unlock new growth and achieve exceptional outcomes.
Your Industry Experts
Whether you’re considering international expansion into the Australian & NZ markets or you already have a presence and need to take the next step toward profitable growth, we can provide the channels, alliances, partnerships and tailored services, without the expensive overheads.
Your Dedicated Partner
At the heart of everything we do is the value we place in partnerships. We are completely immersed and invested in our clients’ objectives. We are driven by results and guided by our values encompassing integrity, progress, enthusiasm and responsible leadership.
Your Local Team
With locations in Sydney & Melbourne, and networks covering all major cities and regions throughout Australia & New Zealand, we combine our local knowledge and extensive industry expertise with a steadfast commitment to delivering tangible results for our clients.
We leverage our extensive experience, vast network and intimate knowledge of the local market to streamline commercial arrangements, reduce operational costs and drive revenue growth.
What
we do
We partner with travel, tourism and hospitality brands from around the world to build their presence and achieve profitable growth in the Australian & New Zealand travel markets.
Generate Profitable Growth
With our vast industry experience comes valuable insight and expertise, enabling us to adapt to trends and changing market dynamics and to identify profitable partnerships that offer brand alignment and growth opportunities for our clients.
ROI-Driven Representation
Consider us an integral extension of your team, providing you with a cost-effective direct presence in the market. Our services are designed to save you time and resources while maximizing your ROI and minimizing costs and risks.
Strategic Planning
We work collaboratively with our clients with a focus on revenue and brand growth strategies that align with their specific goals and objectives. Together, we develop and maintain short term execution plans while creating a long term growth strategy.
We align our experience and strategic expertise to your goals and we help you grow with guidance that fits your needs.
tailored services
Our services are designed to help clients navigate the complexities of the industry. We deliver personalised solutions backed by extensive industry knowledge. From sales and distribution to trade marketing and events, we offer a comprehensive suite of services that cater to the unique needs of each client.
Distribution
Through our wide network of industry partners we negotiate and facilitate a targeted multi-channel presence to extend your reach and maximise revenue opportunities.
Contract Negotiations
We use our experience and proven strategies to navigate complex contract negotiations, minimise risks and achieve favourable terms for our clients.
Sales Management
Implementation and management of results-focused sales strategies, processes, training & best practices designed to boost revenue. Consider us an extension of your sales team.
New Market Entry
Our qualitative market intelligence saves you time, money and effort. We help you overcome barriers to entry, give you speed to market and greater return on investment.
Trade Marketing
We collaboratively assess your goals and competitive advantage and develop custom multi-channel strategies designed to drive sales and enhance your brand’s presence.
Trade PR
We leverage our established trade network to provide clients with opportunities to enhance their credibility, build awareness and tell their stories.
Project Management
Whether short or long-term, our expertise in managing and delivering projects of all sizes ensures timely and cost-efficient completion, saving you time and improving productivity.
Consulting
Our customised training and advisory services help you remove roadblocks, streamline processes, and navigate the industry, leading to increased productivity and reduced costs.
Trade Events
From trade expos to product launches, conferences to familiarisations, no event is too big or small. We can plan and execute your events from start to finish.
We work alongside our clients as one team with a shared mission to unlock new growth and achieve exceptional outcomes.
meet the founders
With over four decades of combined industry experience Julie Primmer and Lynda Wallace were united by a shared vision for innovation and change. Their unwavering commitment to deliver meaningful outcomes that propel success and foster growth became the guiding force behind the creation of Ascend Travel Group.
Drawing inspiration from the collective experiences of its founders, Ascend Travel Group is driven by a mission to partner with travel, tourism and hospitality brands and help transform their visions into tangible realities.
Julie Primmer
Co-Founder & Director
As a seasoned executive leader with over 20 years of experience covering sales & marketing, operational excellence, change management & strategic planning, Julie has a proven track record of driving growth, optimizing operations, and leading successful teams.
Recognized as a credible and trusted advisor, keynote speaker and influential leader, Julie previously worked as GM at Australia’s largest retail travel franchise group, and has served as a Director of the Australian Federation of Travel Agents (AFTA) board
Throughout her career, Julie has worked alongside industry leaders, forging strong partnerships and driving collaborative initiatives that have propelled organisations to new heights. From strategy development to implementation planning, Julie provides end-to-end support to help travel brands achieve exceptional outcomes.
julie.primmer@ascendtravelgroup.com.au
+61 408 724 164
Lynda Wallace
Co-Founder & Director
With over two decades of experience in driving business development, revenue growth, and operational efficiencies, Lynda has consistently delivered successful commercial outcomes in a career encompassing airlines, hotels, retail travel and franchising.
Armed with a comprehensive understanding of the complexities and nuances of the constantly evolving travel & tourism industry, Lynda has established a reputation as a visionary leader with a relentless drive to goal achievement and excellence in fulfillment.
With a keen eye for emerging trends and a results-driven mindset, she is often sought for her insight and ability to cut through the noise and provide actionable solutions. Lynda’s passion for the industry is only matched by her commitment to leverage her vast experience to drive growth and profitability for her clients.
lynda.wallace@ascendtravelgroup.com.au
+61 400 747 142
We help you navigate the unique cultural nuances, logistics & industry regulations that are critical to success in the Australian & NZ markets.
Why us?
Travelling is deeply ingrained in Australian and New Zealand cultures and its people are among the most affluent, resilient and well-travelled.
We help you navigate the unique cultural nuances, logistics, and industry regulations that are critical to success in the lucrative Australia and NZ markets.
Results
Ultimately, the most important thing is results. Our results-oriented approach is grounded in an unwavering commitment to delivering excellence in everything we do. We measure our success by our clients’ success.
Experience
We leverage our extensive experience, vast network and intimate knowledge of the local market to simplify commercial arrangements, reduce operational costs and drive revenue growth.
Flexibility
We understand that every client is unique, with their own set of needs and challenges. Whether you’re looking for ongoing representation or a one-time solution, our personalised approach means that we can adapt our services to suit your business model.
Let’s Start Something new
Say Hello!
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Contact Us
+61 408 724 164
Sydney, Australia
+61 400 747 142
Melbourne, Australia
