Helloworld reports loss, so increases focus on digital servicesNews / Distribution | OnlineBy Karthick Prabu | February 27, 2014Share This article was originally published on Australia-based travel brand Helloworld (formerly known as Jetset Travelworld) has reported a loss before tax of $3.51 million for the six months ended December 31, 2013.Helloworld's adjusted EBITDA was reported as $17.09 million, a decrease of 25% over the corresponding period last year.The total transaction value (TTV) for the period was $2.27 billion, an increase of 1.2% over the corresponding period last year.As part of the group's multi-channel strategy, in December 2013 it launched a consumer facing brand Helloworld.com.au to allow users to book hotels, flights, holiday packages, car and cruise.The site is powered by Orbitz Worldwide as part of a ten-year Strategic Alliance Agreement with the US-based travel brand.The site also lists offline travel agents belonging Helloworld brand, along with description, contact number, address, and opening hours. Users can also submit their travel query to any listed agent online.Recently, Jeremy Reitman, a 16-year experienced professional in online marketing was appointed as the CEO of the consumer facing brand. Prior to this, Jeremy was director of SEO at Expedia APAC.Helloworld CEO Rob Gurney says: "We are ambitious in our goals to reshape the Australian travel industry and have embarked on a major transformation for the Group. We are well progressed on our transition and are focused on completing the transformation over the next 12 months. "The second half of the financial year ending 30 June 2014 will represent a period of investment in the implementation of the helloworld brand and growing our digital business."Share this quote The benefits of the implementation of the business transformation are expected to drive improved profitability from FY 2015 onwards resulting in increased market share.This business transformation will deliver long-term value through - creating a highly consumer-focused travel distribution network, consolidating marketing spend to capture a greater share of voice and capturing growth through digital distribution.The Group plans to grow by targeted consumer marketing and campaigns aimed at driving increased customer traffic to its network of franchisees and members supported by a strong digital offering.Helloworld Limited's brands in online, retail, corporate, and wholesale travel markets include Helloworld, Travelscene American Express, Harvey World Travel, Jetset Travel, Viva Holidays, Travel Indochina, and ReadyRooms.com.au.