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Australia’s travel industry continues to rebound and evolve in 2026, with Travellers Choice strengthening its presence across Victoria through the addition of new agency members. The expansion reflects a broader trend: increasing demand for personalised travel services, stronger local networks, and integrated accommodation solutions across Melbourne and regional areas.
A Growing Network Across Victoria
Travellers Choice has announced the addition of two new members to its Victorian network—one based in Melbourne’s Sunshine North and another in the Sunraysia region.
The move highlights the organisation’s continued growth strategy, focusing on both metropolitan and regional markets. By expanding into diverse locations, Travellers Choice is reinforcing its position as a member-owned network that prioritises collaboration, shared expertise, and localised service delivery.
For Melbourne-based travel advisor Meral Murgoski, joining the network offers the balance of independence and structured support. With more than three decades of experience in the industry, she cited access to marketing resources, business development support, and community collaboration as key advantages.
Similarly, Mildura-based agency owner Karen Ridge joined the network seeking stronger financial benefits and more meaningful support—particularly valuable for regional operators who often face limited resources compared to city-based agencies.
Why This Matters for Travellers
The expansion of networks like Travellers Choice is more than just an industry development—it directly impacts how Australians plan and experience travel.
As travel demand continues to rise, many travellers are moving away from purely online booking platforms and returning to travel advisors for personalised service. This is especially true for complex itineraries, long-haul trips, and multi-destination holidays.
With a larger network, agencies can offer:
For travellers heading to Melbourne, this translates into more curated accommodation options—whether it’s luxury hotels, boutique stays, or fully furnished serviced apartments.
Boost for Melbourne’s Accommodation Sector
Melbourne remains one of Australia’s most in-demand destinations, supported by a steady flow of business travellers, international tourists, and major events. As travel advisors expand their reach, they play a crucial role in directing bookings toward accommodation providers across the city.
This is particularly relevant for:
The growing network of advisors helps distribute demand more evenly, ensuring travellers discover a wider range of accommodation options beyond the traditional hotel sector.
The Rise of Personalised Travel Planning
One of the key drivers behind Travellers Choice’s expansion is the increasing demand for personalised travel experiences.
Modern travellers are looking for more than just flights and hotels—they want curated itineraries, unique experiences, and seamless journeys. Independent travel advisors, supported by networks like Travellers' Choice, are well-positioned to deliver this level of service.
The member-owned model is particularly appealing, as it allows agencies to retain independence while benefiting from shared resources. According to members, this structure fosters collaboration and ensures that individual business needs are understood and supported.
This approach aligns with broader industry trends, where flexibility and customer-centric service are becoming key differentiators.
Opportunities for Corporate and Long-Stay Accommodation
As travel advisors expand their influence, there is a growing opportunity for corporate and long-stay accommodation providers to partner with these networks.
In Melbourne, companies like Corporate Keys are already benefiting from this shift. By offering fully furnished apartments designed for extended stays, they cater to a segment of travellers that traditional hotels may not fully serve.
With more travel advisors recommending accommodation options, serviced apartments are gaining visibility—particularly among:
This trend reflects a broader change in travel behaviour, where flexibility and convenience are increasingly valued.
Strengthening Regional Travel
Another important aspect of Travellers Choice’s expansion is its impact on regional tourism.
By adding members in areas like Sunraysia, the network is helping to promote travel beyond major cities. Regional destinations benefit from increased exposure, while travellers gain access to new experiences and less crowded alternatives.
For accommodation providers in regional Victoria, this presents an opportunity to attract more visitors and diversify their customer base.
A Resilient and Evolving Industry
The continued growth of travel networks highlights the resilience of Australia’s travel industry. After years of disruption, the sector is not only recovering but also adapting to new consumer expectations.
Key trends shaping the industry include:
Travellers Choice’s expansion is a clear example of how networks are evolving to meet these demands.
Looking Ahead
As 2026 progresses, the expansion of travel advisor networks across Victoria is expected to continue, supporting both travellers and the broader tourism ecosystem.
For Melbourne, this means:
For travellers, it means better service, more tailored experiences, and access to a wider range of accommodation—from hotels to fully furnished apartments.
Ultimately, the growth of networks like Travellers Choice reinforces a key message: in an increasingly digital world, personalised service and local expertise remain more valuable than ever.
