Newly formed travel retailer, World Travellers has launched to the New Zealand travel market and promises a new direction and fresh thinking that is set to shake up the traditional travel industry model.

World Travellers chairman Graeme Moore believes the new co-operative that brings together a group of highly successful and experienced travel agencies has the ability to not just fight the increase in online bookings, but use it to their advantage.

Founding retailer Craig Corbett, "Many Kiwis are turning to the Internet to book domestic or Trans-Tasman flights, however when they start to look at a more complex long-haul itinerary the confusion often starts. Having an agent who not only knows their travel needs, but also has the experience and know-how to construct complex bookings is invaluable and people are definitely starting to realise this.

While many travel retailer groups offer a vertically integrated travel distribution model through their own wholesale divisions, World Travellers have set out in a new direction and announce their decision to choose with global player Flight Centre as their product supplier for this new venture.

"Choosing Flight Centre as our product partner means we source the best product in the market at extremely competitive prices, leaving us to focus solely on our retail sales and marketing while providing the best deals for our clients."

"This new model and partnership has allowed us to have a virtual head office, low overheads and we believe is the future for independent travel agencies," Mr Moore said.

A small management team, lead by newly appointed General Manager Wendy van Lieshout will concentrate on niche marketing and agency support and will manage the new joint venture with Flight Centre.

"We're thrilled to be leading the charge on recreating a travel model in New Zealand that will deliver real benefits to both agent and consumer."