Helm

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Helm

Helm is a PR, marketing, and placemaking agency for consciously-led and intentional brands across travel, hospitality, property, and design.

Helm is a strategy-first consultancy that designs and amplifies places and experiences. Led by industry experts and long-time collaborators Rachel Jones and Andrew Cavallaro, we partner with leaders across travel, tourism, hospitality, property, and design to deliver narrative-led planning, placemaking, marketing, and communications. Through a rare combination of strategic depth and heartfelt storytelling, we help our clients realise their full potential. Balancing the analytical with the emotional, and the practical with the poetic, we intentionally design, curate, and champion brands and destinations to unlock strategic opportunities and to connect them with like-minded audiences. Concepting Services: designing better places and experiences
- Brand Positioning
- Product & Experience Concepting
- Place Vision
- Business Case
- Brand Strategy
- Naming & Brand Identity
- Destination Master Planning
- Precinct Placemaking Strategy
- Guest Journey Mapping
- Customer Experience Strategy & Framework

Communications Services: amplifying better places and experiences
- Public Relations – Earned Media / PR Strategy, Press Office Management, Media Engagement, Media Events
- Marketing – Owned Channel / Paid Media Strategy, Campaign Ideation & Management
- Market Representation – B2B Sales Strategy, Tourism Industry Engagement, Travel Trade Events

Current clients: Bullo River Station | Cempedak Private Island | European Waterways | Interrail | Nikoi Private Island | Papua New Guinea Tourism Promotion Authority | Rolls-Royce | Small Luxury Hotels of the World | Song Hotel | Song Kitchen

29/09/2026

Australians are slowing down in Europe but travel demand is speeding up.

Some interesting new data from our client European Waterways shows Australian passenger numbers are up +9% YoY in 2026, alongside a +14% increase in bookings made through travel agents.

But it’s how Australians are travelling that tells the bigger story.

Individual cabin bookings jumped +29%, driven by growing demand from solo travellers (+14%) and couples. And rather than racing between Europe’s major cities, experienced travellers are increasingly going deeper into regional Europe.

Burgundy was the standout, with Australian passengers up +67%, followed by Ch*****ne (+50%) and the Canal du Midi (+20%). Beyond regional France, Australian bookings for both Ireland and Scotland more than doubled.

So how will Australians travel Europe in 2027?

Smaller groups. Slower journeys. Fewer places, experienced more deeply. Ch*****ne currently leads Australian forward bookings, followed by Gascony, and Bordeaux.

Get in touch to find out more.

European Waterways

23/09/2026

Despite global conflict and rising costs, Australians and New Zealanders are still travelling. But where they’re choosing to go is shifting.

Helm’s latest AU & NZ Market Update reveals continued growth in outbound travel, alongside some significant changes in destination demand.

The standout? Asia.

Australians made 7.14 million trips to Asia in FY26, up 5.7%, while Asia was the fastest-growing region for New Zealand travellers, up 5.2%. Vietnam surged from both markets, alongside strong growth for Japan, China, Sri Lanka, and the Philippines.

Europe experienced a dip (down 1.9% from Australia and 4.7% from New Zealand) amid Middle East conflict affecting long-haul flight routes and traveller confidence. Rather than signalling a wholesale shift away from Europe, the FY26 figures need to be understood within this period of disruption.

The bigger shift is happening across the Pacific. Travel to the USA fell 8.9% from Australia and 17.6% from New Zealand, continuing a significant decline in appeal from both markets.

For destinations, that presents an opportunity. AU/NZ outbound travel continues to grow, Asia is taking an increasingly significant share, and Europe and Asia particularly have an opportunity to capture more travellers looking beyond the USA.

The map is shifting, and there’s market share up for grabs from high-spending Aussies and Kiwis. And we’re here to help capture this. 💫

17/09/2026

9,500 more trees in the ground 🌱

It’s been a busy planting season for our not-for-profit partner ReForest Now, with almost 9,500 trees planted across six properties in Northern NSW during August alone.

The work is about much more than planting trees. Some sites adjoin remnants of existing rainforest, while others begin as cleared paddocks. By restoring diverse native species, the aim is to reconnect fragmented rainforest and create forests that will eventually regenerate and spread themselves.

It’s work we’re very proud to play a small part in.

At Helm, we plant at least 10 trees for every fee invoice we raise through ReForest Now’s Australian reforestation program. That’s 3,740 trees planted so far, and counting.

A small action built into the way we do business. And one that keeps growing.

ReForest Now

10/09/2026

Waking up to some big news for European rail travel.

After more than 60 years, Eurail is becoming Interrail globally, bringing travellers from Europe and around the world together under one iconic brand.

As Interrail’s AU/NZ agency, we’re excited to help launch this new chapter locally, alongside The Interrail Effect, a new global brand platform celebrating something we’ve also long believed in: that the journey can be every bit as transformative as the destination.

It’s about travelling Europe more slowly and thoughtfully. Following your curiosity. Connecting with people and places. And coming home with stories shaped by the unexpected moments along the way.

This news also arrives with an expanding European rail network, including new connections linking Finland and Sweden, Cologne and Antwerp, Brussels and Milan, and continued overnight rail between Berlin and Stockholm.

Same freedom. One global brand. A new era of European rail travel.

Welcome, Interrail 💛💙

25/08/2026

What happens when the feeling of a hotel stay follows you home?

Across Small Luxury Hotels of the World, member hotels are extending their design language beyond the stay through fragrance, fashion, homeware, art, craft and locally made pieces that capture a sense of place.

From estate-made ceramics and olive oil at Reschio Hotel and bespoke scents at Milan’s Magna Pars L’Hotel à Parfum, to Fendi Private Suites’ fashion-led world in Rome and locally crafted pieces at Lon Retreat on Victoria’s Bellarine Peninsula, these hotels are creating lifestyle ecosystems that live well beyond check-out.

A new take on resort living, SLH style ✨

Small Luxury Hotels of the World

01/05/2026

Bullo River Station has just shared an update on its transformation ahead of its May 2027 reopening.
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Currently closed for 2026, the Northern Territory luxury lodge is undergoing a thoughtful redesign by Sibella Court and MJA Studio — elevating the guest experience while remaining deeply anchored in country, narrative and station life.
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The next chapter will introduce 12 expanded guest rooms, immersive indoor-outdoor living, and a design language deeply rooted in the landscape.
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Still a working cattle station. Still a vital conservation landscape. Just more elevated.
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Reservations for 2027 to be announced soon.
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28/04/2026

More beautiful hotels to choose from ✨
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is off to a strong start in 2026, welcoming 29 new boutique properties in Q1.
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From the timeless elegance of Paris at Hotel Bowmann, to wildlife encounters at Rhino and River Wildlife Retreat & Spa, and the charm of Ridley House in Key West, each stay reflects a growing shift towards more meaningful, experience-led travel.
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The historic La Casa del Presidente in Spain and the Historia Boutique Hotel Nile Cruise, offering a new way to explore Egypt, are also joining the portfolio.
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New signings also bring a mix of recent and upcoming openings, from Ireland’s The Grace Hotel set across 430 acres, to the whimsical Casa Caprile in Capri and the newly reimagined Eight Venezia opening this July.
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All independently spirited and distinct by design.
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🤍 Ridley House (part of )
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Address

Suite Greece, 12/76 Doggett Street, Newstead

4006

Website

http://www.thisishelm.com.au/

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