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See how our commitment to excellence, innovation, and results has shaped success stories worldwide.

Home » Inside OmniHyper » Our Story & Team

Our vision, mission & values.

Our Vision

To shape the future of hospitality and tourism growth by delivering innovative, measurable, and sustainable digital solutions.

Our Mission 

To help hospitality and tourism brands reduce reliance on third parties, grow direct revenue, and connect more meaningfully with the guests and customers they serve.

What We Stand For

We stand for helping hospitality and tourism brands win – with greater visibility, more control over their customer journey, and stronger direct revenue.

We believe growth should be measurable, sustainable, and achievable for every hotel, restaurant, venue, or operator we partner with. While others chase trends, we stay focused on what works: digital strategies that bring real guests, real bookings, and real results.

Our core values.

Customer Focus

We prioritise our clients' needs and strive to exceed their expectations.

Innovation

We embrace new technologies and approaches to deliver cutting-edge solutions.

Results Driven

We’re focused on delivering measurable results that drive business growth.

Teamwork

We foster a collaborative and supportive environment where everyone can thrive.

Our story – How we got here.

1999

1999 – Laundry Room Launch
It all started in Michael MacDonald’s parents’ laundry in Lake Taupō. Michael built a website that listed all the charter boats in the harbour – it was free to be featured, but he earned a commission on every booking. The twist? Instead of scaling the booking model, everyone who saw the site wanted one just like it for their own business. And just like that, Spider Web International was born.

2002 – First Office, First Wins
With a growing reputation for clean, effective websites, Spider Web moved out of the laundry and into its first real office in Taupo’s town centre. The team was small, the clients were local, but the ambition was big. That’s also when we realised, what’s the point of a beautiful website if no one can find it? Enter: Search Engine Marketing.

2004 – Bigger Space, Bolder Brand
A larger office opened its doors, and with it, a sharper brand identity emerged: “Simply Smart Web Stuff.” It wasn’t just a tagline; it was our promise to clients.

2007

2007 – A New Name, A Bigger Game
Clients wanted more, logos, signage, photography, the whole works. So, we evolved. Spider Web became Traff1k, a full-service agency that now offered everything from branding to traditional marketing. 

2011 – New Challenges, New Horizons
With an estimated 80% regional market share, we were bursting at the seams again. A shiny new office awaited, just in time for the recession to hit. Business slowed, competition grew, but we saw opportunity. Auckland became our next move, opening doors to bigger clients and budgets.

2014 – A Key Player
In 2014, Colin James joined us as Director, playing a key role in steering Traff1k’s growth and sharpening our vision for what was coming next.

2015

2015 – Hello, Australia
After landing our first Australian clients in 2013, we crossed the ditch and opened our Sydney CBD office in 2015. New market, same commitment to results. 

2016 – Scaling Up in Auckland
With steady growth, our Auckland team moved into a bigger, better space in the CBD. It was a sign of things to come.

2017 – Momentum in Australia
Our hard work in Australia began to pay off. More clients, a bigger team, and yet another new office, this time, to support our growing footprint.

2018 – Go For Gold
For the first time, the whole Traff1k team came together from near and far for our Annual Awards Ceremony – Go For Gold. We celebrated wins, welcomed new faces, and proved that no matter how busy we got, there was always time to party.

2021

2021 – A New Chapter: OmniHyper
With a bold new vision, we retired Traff1k and its full-service agency model, and launched OmniHyper – returning to our digital roots with sharper focus and global ambition. We also debuted Zone, our new local search solution, built for the next generation of SEO. New name, same drive to innovate and deliver.

2022 – HyperGift Launches with Impact
On April 1st, we introduced HyperGift, a sleek voucher solution for the hospitality world. Within a month, over 30 hotels jumped on board, proving that even on April Fools', we meant business.

2023 – Ireland Calling
We expanded again, this time to Ireland, opening an office focused on R&D and European growth. Led by Colin James, our Irish hub brought round-the-clock support to clients worldwide and helped us break into new markets.

2024 – Southeast Asia in Focus
After years of activity in Southeast Asia, 2024 marked a turning point. OmniHyper became a recognised force across Singapore, Thailand, and Vietnam, partnering with top-tier clients and solidifying our presence in the region.

2021

2021 – A New Chapter: OmniHyper
With a bold new vision, we retired Traff1k and its full-service agency model, and launched OmniHyper – returning to our digital roots with sharper focus and global ambition. We also debuted Zone, our new local search solution, built for the next generation of SEO. New name, same drive to innovate and deliver.

2023 – Ireland Calling
We expanded again, this time to Ireland, opening an office focused on R&D and European growth. Led by Colin James, our Irish hub brought round-the-clock support to clients worldwide and helped us break into new markets.

2024 – Southeast Asia in Focus
After years of activity in Southeast Asia, 2024 marked a turning point. OmniHyper became a recognised force across Singapore, Thailand, and Vietnam, partnering with top-tier clients and solidifying our presence in the region.

2022 – HyperGift Launches with Impact
On April 1st, we introduced HyperGift, a sleek voucher solution for the hospitality world. Within a month, over 30 hotels jumped on board, proving that even on April Fools', we meant business.

2025

2025 – AI Source Hits the Market
August saw the launch of AI Source, our game-changing tool for AI-driven search visibility. Powered by Mae, our proprietary AI engine, it helps businesses become the answer in platforms like ChatGPT and Google AI Mode. With AI Source, OmniHyper took the lead in a rapidly shifting digital landscape, empowering businesses to stay visible, competitive, and ahead of the curve.

Michael MacDonald
Director

+61 402 653 904
michael@omnihyper.com
LinkedIn

Michael launched the company from a laundry in Lake Taupō, and over the past 25+ years has led digital success for brands like Accor, IHG, Speedo, Lacoste, Reebok, L’Occitane, and Universal. A strategic thinker with a builder’s mindset, he continues to steer OmniHyper’s growth – bringing together innovation, commercial thinking, and client results.

Colin James
Director

+353 87 690 1032
colin@omnihyper.com
LinkedIn

Colin joined the company in 2009 after an international career with Avis, Nippon Steel, Wyndham, Hilton, Microsoft, and Google. At OmniHyper, he’s the engine behind many of our biggest leaps – designing and launching new, high-impact digital products that give our clients an edge. Relentlessly curious and technically sharp, Colin brings ideas to life that shift markets.

Nick Hollows
Partnerships Director

+61 402 651 538
nick@omnihyper.com
LinkedIn

Nick started as our receptionist in 2011 – and quickly rose through the ranks, becoming Social Media Manager, Project Manager, and now, Partnerships Director. He’s worked from three of our offices and knows our clients, culture, and capabilities inside out. Nick brings heart, hustle, and relationship-driven thinking to everything he does.

Erica McLean
Studio Manager

+64 27 565 6424
erica@omnihyper.com
LinkedIn

Erica joined in 2006 and has been part of every chapter since. A true anchor of the team, she manages delivery across projects and people – and is known for her calm efficiency, high standards, and genuine care. Clients love working with her, and so do we.

Leigh Austin
Finance & HR

+64 27 269 4146
leigh@omnihyper.com
LinkedIn

Leigh joined as an EA in 2015 and now oversees Finance and HR globally. Whether managing numbers or nurturing culture, she keeps things running smoothly behind the scenes. Organised, empathetic, and quietly unstoppable – Leigh is the backbone of our operations.

And behind every great project is a wider team of creatives, developers, marketers, and strategists – working together to deliver.

Life at OmniHyper – Company culture.

We know that happy, supported people do their best work. That’s why we’ve built a culture of trust, flexibility, and growth.

We don’t micromanage. We value initiative. And we back our people with training, coaching, and the freedom to grow in the direction they choose.

Whether you're part of our team or working with us as a client, you’ll feel the difference.

We welcome the opportunity
to speak further.

From accommodation and dining to tourism, wellness, transport, and events – if you’re in hospitality, we’re here to talk through challenges and explore how we can help you grow direct.

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