Michael Gaebler, Founder and Chairman of the Board, AVIAREPS, incepted the company over three long decades ago! He leads the representation company that, to this date, stands as a testament to qualities that only a handful of industry leaders possess. Having grown from a small start-up to a global leader in aviation and tourism representation, Gaebler shares the remarkable journey of AVIAREPS, its pivotal moments of growth, strategic partnerships, and vision for the future.
– Vartik Sethi
The story of AVIAREPS began in Germany in 1994 when Gaebler and some of his dedicated colleagues set out with a vision. Recognising the challenges faced by airlines in international markets, such as limited sales and marketing resources and brand recognition, Gaebler identified a chance to establish a company dedicated to amplifying the presence and efficacy of airlines and other travel entities on a global scale. He saw an opportunity to bridge these gaps. “In the beginning, our company was small and unknown. We had enough competition in our field, but we had a strong will to go after it,” he reminisced. In its early days, AVIAREPS faced significant uncertainties and risks. The entrepreneurial spirit was palpable as small tour operators would bring cash payments to the office, highlighting the high-risk, high-reward nature of the business. “There were no Euro currencies, and many tour operators couldn’t finance their business properly. It was an era of high risk and high reward,” Gaebler shared.
Key Pivotal Moments
AVIAREPS’ journey is marked by several pivotal moments that significantly contributed to its growth. One of the first major shifts was moving away from charter services, which initially constituted 80 per cent of the business, to focusing on airline representation. This transition was crucial for the company’s survival and future growth. Gaebler shared, “Within 24 months, 80 per cent of our business (charter services) dropped apart. We had to make a 180-degree change or perish.” This critical juncture led AVIAREPS to invest heavily in winning airline representations as a general sales agent, a move that solidified its market position.
International expansion followed, driven initially by client demands. AVIAREPS began its foray into neighbouring European countries, leveraging the expertise of local managers. This strategy of local leadership proved essential as the company navigated various global crises, from the 9/11 attacks to the recent COVID-19 pandemic. Each challenge reinforced the company’s commitment to adaptability and innovation, ensuring its resilience and continued growth.
A significant milestone was the company’s decision to diversify its services beyond airline representation. This strategic move allowed AVIAREPS to tap into new markets and client segments, including tourism boards, hotel chains, car rental companies, and cruise lines. This diversification strategy mitigated risks associated with relying on a single industry and opened up new revenue streams and growth opportunities.
Strategic Partnerships and Acquisitions
The company has merged with and acquired about 30 companies, financing these ventures independently. One of the most valuable partnerships is with Marketing Garden in Asia, which has been pivotal in integrating Asia into AVIAREPS’ global operations. Gaebler stated, “Our growth has been predominantly organic, but strategic partnerships and acquisitions have been integral to our expansion. We have merged with and acquired about 30 companies, financing these ventures ourselves.”
These strategic moves have expanded the company’s geographical reach and diversified its service offerings. Another instance that can be highlighted is the 2004 acquisition of the European market leader in tourism marketing and PR, which enhanced AVIAREPS’ capabilities and market position significantly. By identifying and integrating companies with complementary strengths, AVIAREPS has not only brought in new expertise but also expanded its market access and enhanced its ability to serve its clients better.
Catering to Diverse Markets
AVIAREPS has a unique approach to local markets. Combined with a global framework, this local approach allows AVIAREPS to offer tailored solutions that resonate with local audiences, balancing a global strategy with local execution.
Gaebler did a deep dive in explaining how he planned the local approach. He shared, “Every market is different in its behaviour, mentality, and needs. Our local leaders are familiar with these specialties, allowing us to have a local approach while maintaining a global mindset.” In Europe, the focus might be on leveraging established travel networks and sophisticated marketing channels. In Asia, understanding cultural nuances and consumer behaviour is critical. Building infrastructure and creating awareness are primary concerns in emerging markets like Africa. AVIAREPS’ ability to navigate these varied landscapes has been a key tactic of its success.
Impact on the Tourism Industry
Among several imprints that AVIAREPS has had on the tourism industry, enabling carriers, destinations, and travel companies to globalise their business efficiently and effectively has been revolutionary. “We have provided the tourism industry a gateway for global expansion at an unprecedented efficiency,” Gaebler emphasised. AVIAREPS’ innovative hybrid approach seamlessly integrates physical and digital realms, empowering clients to swiftly and economically access markets worldwide. An extensive database of travel professionals and media further amplifies this reach, providing a unique value proposition that few can match.
Vision for the Future
Looking ahead, AVIAREPS’ strategic roadmap focuses on further globalisation, particularly in untapped regions like Africa, and diversification into new areas such as the cruise business and cargo services. These sectors represent significant growth potential, and AVIAREPS is committed to leveraging its expertise to drive expansion. “We see huge potential and growth in the cruise business and believe that cargo will be a logical add-on for us,” Gaebler stated.
Technology, particularly artificial intelligence (AI), will play a crucial role in enhancing the company’s service offerings and operational efficiency. The future of travel is increasingly digital, and AVIAREPS is at the forefront of this transformation.
Commitment to Sustainability
Sustainability is a core value for AVIAREPS. The company leads by example and is committed to helping its clients reduce their environmental impact while promoting sustainable travel practices. Internally, AVIAREPS promotes sustainability through various initiatives, from choosing eco-friendly office spaces to encouraging employees to adopt greener commuting options. This holistic approach ensures that the company leads by example, setting a standard for the industry to follow. “Everyone who has an influence should become active, and we are,” Gaebler affirmed.
A Culture of Innovation and Collaboration
Gaebler’s leadership style reflects a collaborative approach. He tends to value the input and energy of his team, recognising that their dedication and creativity are essential to the company’s success. “I’m passionate about collaborating with individuals driven to make a difference, to shoulder responsibility, and to drive progress,” Gaebler expressed. This vibrant atmosphere not only inspires team members but also cultivates an environment ripe for fresh ideas and groundbreaking innovations.
Personal Motivation and Message to the Industry
Gaebler’s passion for the industry and his commitment to excellence are evident in every aspect of AVIAREPS’ operations. His love for travel and appreciation for the diversity of cultures, languages, and experiences fuel his drive to lead the company to new heights. Gaebler believes that travel is the most valuable lifestyle product, offering experiences that enrich lives and broaden perspectives. “The world, with its diversity in terms of languages, cultures, climate, history, and architecture, is the most valuable thing we can have as a lifestyle product. Every other lifestyle product is of material use that can disappear. The experiences from travelling the world are something you keep within yourself,” Gaebler shared.
His message to industry partners is simple yet profound: Don’t be afraid of challenges. Any goal can be achieved with determination, belief, and hard work. Embrace change, innovate, and always strive for excellence. “If you have the strong belief and willpower, you can reach any goal you would like to achieve in life,” Gaebler encouraged.
