Big Red Group
Big Red Group is Australia and New Zealand's largest experience network, operating consumer marketplaces (RedBalloon, Adrenaline, Experience Oz, Everything NZ), corporate reward platforms (Redii, RedBalloon for Business), and B2B infrastructure (BRG Connect API, Local Agent) connecting 3,500+ operators with consumers, corporate buyers, and global distributors.
- Company typePrivate
- Founded2017
- HeadquartersSydney, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Big Red Group does
Big Red Group (BRG) is Australia and New Zealand's largest experience network, founded in 2017 by David Anderson (Group CEO) and Naomi Simson, the founder of RedBalloon (2001). The company operates a multi-brand consumer portfolio (RedBalloon for gifting, Adrenaline for adventure, Experience Oz for family activities, Everything New Zealand for Kiwi experiences) alongside corporate solutions (Redii recognition platform, RedBalloon for Business) and B2B infrastructure (BRG Connect wholesale orchestrator, Local Agent white-label storefront with AI concierge, and an eCom direct-commerce module). Across these channels BRG reaches 50M+ annual visitors, connects 3,500+ experience operators, and serves 2,000+ corporate customers with a 99.95% platform uptime and 77 average NPS.
The underlying technology is a proprietary experience commerce platform built through acquisition and in-house engineering, with BRG Connect© as the unified API/developer portal delivering real-time inventory, pricing, availability, and booking orchestration across gifting, direct, wholesale, and in-destination channels. The platform integrates with 30+ ResTech systems, supports major payment methods (Visa, Mastercard, Apple Pay, Google Pay, Afterpay, Zip, WeChat Pay, Alipay), and embeds AI-powered discoverability tools and an AI concierge assistant within Local Agent.
BRG monetizes through marketplace commissions on consumer transactions, transaction fees on corporate and B2B bookings, and subscription/recurring revenue from the eCom module. Distribution combines product-led growth across the consumer marketplaces, enterprise field sales for corporate accounts, channel/API partnerships with international OTAs (Viator, Trip.com, Hotelbeds, Traveloka, Yanolja), and white-label deployments across hotels, tour desks, and retailers. The company is privately held with no disclosed institutional investors.
Big Red Group firmographics
Firmographics- Name
- Big Red Group
- Legal name
- Big Red Group
- Website
- https://bigred.group
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Big Red Group is Australia and New Zealand's largest experience network, operating consumer marketplaces (RedBalloon, Adrenaline, Experience Oz, Everything NZ), corporate reward platforms (Redii, RedBalloon for Business), and B2B infrastructure (BRG Connect API, Local Agent) connecting 3,500+ operators with consumers, corporate buyers, and global distributors.
- Ownership category
- akta.pro rank
Where Big Red Group is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Big Red Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Consumer Marketplace Transactions: Commission-based revenue from consumer bookings across RedBalloon, Adrenaline, Experience Oz, and Everything NZ marketplaces
- Corporate Rewards & Recognition: RedBalloon for Business provides corporate gifting, reward and recognition programs, team-building experiences with dedicated sales support
- Wholesale Distribution: B2B access to experience catalogue via APIs, co-branded solutions, and white-label storefronts for distribution partners
- Local Agent Commissions: Commission-based sales through hotels, tour desks, retailers using Local Agent platform with white-label portals and QR code booking
- Direct Commerce Solutions: eCom module licensing for tourism operators to power their own storefronts with BRG's checkout technology
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Experience Operator Network - Supplier Registration |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels5 records
Big Red Group product offering
Product offeringCore offering
Big Red Group operates a proprietary experience commerce platform connecting customers, suppliers, and partners across gifting, adventure, travel, and tourism in Australia and New Zealand. The company runs consumer marketplaces (RedBalloon, Adrenaline, Experience Oz, Everything NZ), corporate rewards and recognition (RedBalloon for Business, Redii), wholesale distribution via the BRG Connect API, and direct commerce tools (eCom, Local Agent) for experience operators.
Product overview
Big Red Group operates as a platform-plus-modules architecture powering Australia's and New Zealand's largest experience network. The core proprietary platform connects customers, suppliers, and partners across gifting, adventure, travel, and tourism. Consumer marketplaces include RedBalloon (gifting), Adrenaline (adventure), Experience Oz (family activities), and Everything New Zealand (NZ-focused). Corporate solutions comprise Redii (recognition platform), RedBalloon for Business (corporate gifting), and Local Agent (B2B storefront with AI concierge). B2B infrastructure includes BRG Connect (wholesale orchestrator/API) and eCom (direct commerce solutions). The platform enables multi-channel orchestration at scale across 50M+ annual visitors and 3,500+ operators.
Differentiator
Problem solved
Functional benefit
Brands
- Redii: Recognition platform for businesses to build a culture of appreciation with peer-to-peer recognition, real-time analytics, and a customisable rewards catalogue
- Local Agent
- BRG Connect
- eCom
Products and services
- RedBalloon Australia's leading experience gift marketplace offering over 4,000 gift experiences across Australia and New Zealand, from cooking classes and spa days to scenic flights and overnight getaways. Targeted at individual gift purchasers and consumers.
- Adrenaline Australia's longest-running adventure brand delivering high-octane experiences from skydiving and jet boating to supercar drives, with over 2,000+ adventures across ANZ. Targeted at consumers seeking thrill and adventure experiences.
- Experience Oz One of Australia's largest marketplaces for family activities, tours, attractions, and experiences in Australia and New Zealand, serving as BRG's biggest distributor of theme parks and attractions. Targeted at families and visitors.
- Everything New Zealand New Zealand's premier activity and tour marketplace focused exclusively on Aotearoa, connecting visitors with authentic Kiwi experiences from adventure sports to cultural tours.
- Redii Recognition Platform Recognition platform enabling businesses to build a culture of appreciation with peer-to-peer recognition, real-time analytics, and a customisable rewards catalogue including RedBalloon experiences. Targeted at corporate HR and People & Culture teams.
- BRG Connect Modular infrastructure and developer portal enabling white-label storefronts, affiliate solutions, and API access for content, availability, booking, and AI-powered discoverability tools for wholesale distribution partners. Targeted at OTAs, membership groups, and tour operators.
- eCom Direct Commerce Solutions Plug-and-play e-commerce module integrating seamlessly with websites and ResTech stacks, delivering frictionless checkout flow with support for BNPL (Afterpay, Zip), Apple Pay, Google Pay, and major payment types including WeChat Pay and Alipay. Licensed to tourism and experience operators.
- Local Agent Scalable B2B storefront solution empowering hotels, tour desks, retailers, and suppliers to sell curated experiences instantly via QR codes, white-label portals, or concierge dashboards with AI concierge assistant and multi-language/currency support. Commission-based model.
- RedBalloon for Business Corporate gifting, reward and recognition, and promotions platform serving over 2,000 Australian business customers with flexible gifting options and white-label programs. Backed by a dedicated corporate sales team.
Quantifiable outcome
- 77 NPS average across brands
- +4 more outcomes
Companies that use Big Red Group
Customer profileNamed customers14 records
Segments5 records
Ideal customer profiles5 records
Big Red Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration19 records
AI capability5 records
Feature5 records
Big Red Group partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship, core and minor.
- City of MelbourneflagshipPartnership to head up City of Melbourne's new tourism booking service at Melbourne Visitor Hub, Melbourne Town Hall. Designed for 14.9M annual Melbourne tourists, providing one-stop-shop for tour bookings, transport assistance, attraction tickets, and on-spot bookings.
- Welcome to CountrycorePartnership to increase access to Aboriginal and Torres Strait Islander experiences and support First Nations operators. 48 Aboriginal experiences now available through RedBalloon with more to come. Aims to connect visitors with authentic cultural experiences while supporting Indigenous business growth.
- ViatorcoreDistribution partnership enabling Viator customers to access BRG's experience catalogue
- Trip.comcoreDistribution partnership for Chinese travel platform to access ANZ experiences
- HotelbedscoreB2B distribution partnership enabling Hotelbeds' global hotel and travel network to access BRG experiences
- TravelokacoreDistribution partnership with Southeast Asian travel superapp
- YanoljacorePartnership with Korean travel technology platform for experience distribution
- KKdayminorDistribution partnership with Asian travel platform
- TiqetsminorDistribution partnership for attraction and experience tickets
- UOBminorBanking partnership enabling UOB customers to access BRG experiences through bank's rewards program
- VirginminorDistribution partnership with Virgin brands
- NABcoreCorporate rewards and recognition partnership serving NAB's employee base
- Commonwealth Bank (CBA)coreCorporate gifting and rewards partnership
- Lion TravelminorTaiwanese travel agency distribution partnership
- GlobaltixminorDistribution partner for global attraction tickets
Scale indicators16 records
Recent moves7 records
Expansion highlights6 records
Big Red Group competitors and assessment
Company assessmentDirect peers
- Viator: Viator is a Tripadvisor-owned global online marketplace for tours, activities, and experiences, directly competing with BRG's consumer marketplaces (RedBalloon, Adrenaline, Experience Oz, Everything NZ). Viator is also a BRG distribution partner, illustrating the dual competitor-distributor dynamic in the experience category.
- GetYourGuide: GetYourGuide is a leading global online marketplace for tours, activities, and experiences, with a comparable multi-channel B2B and B2C model. While BRG dominates ANZ, GetYourGuide has built a comparable platform-plus-marketplaces structure at global scale, making it the closest international peer.
- Klook: Klook is a major Asia-based travel activities and experiences booking platform serving both B2C consumers and B2B partners (OTAs, hotels, airlines). It competes head-to-head with BRG in the ANZ and APAC regions and has a comparable multi-channel distribution strategy.
- KKday: KKday is an Asia-based experience marketplace with extensive B2B and B2C operations, and is a current BRG distribution partner for ANZ supply. It is directly comparable as an experience commerce platform operating across gifting, direct bookings, and B2B distribution.
- Airbnb Experiences: Airbnb Experiences is the experience booking offering from Airbnb, a global platform with strong consumer brand awareness. It overlaps with BRG's consumer marketplaces in tours, activities, and hosted experiences, though Airbnb's distribution model is integrated with its accommodation business.
- Tinggly: Tinggly is a global experience gifting company that sells experience gift cards and vouchers across 100+ countries, directly comparable to BRG's RedBalloon brand. It is a more niche, gifting-focused peer.
Emerging players
- Tiqets: Tiqets is an Amsterdam-based ticketing platform for museums, attractions, and experiences with a strong B2B and B2C platform. It is a current BRG distribution partner and represents an emerging player with partial overlap in the attractions ticketing segment.
- O.C. Tanner: O.C. Tanner is a global leader in employee recognition and corporate culture solutions, with a comparable peer relationship as both a corporate customer of BRG and a competitor in the corporate recognition market that Redii is targeting.
Broad incumbents
- Hotelbeds: Hotelbeds is a major global B2B travel distribution platform providing hotels, transfers, activities, and experiences to travel sellers. It is both a BRG distribution partner and a broader incumbent in the same B2B travel distribution space.
- Booking.com: Booking.com is a global travel platform that has expanded into attractions and experiences (Booking Experiences), overlapping with BRG's consumer and B2B offerings. As a broad incumbent, it competes across the broader online travel stack rather than specialising in experiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Big Red Group compliance and trust
Trust signalCompliance2 records
Big Red Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Big Red Group leadership team
Management profileNumber of profiles
Profiles6 records
Big Red Group subsidiaries and ownership
Company hierarchySubsidiaries8 records
Big Red Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Big Red Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Big Red Group
What does Big Red Group do?
Big Red Group operates a proprietary experience commerce platform connecting customers, suppliers, and partners across gifting, adventure, travel, and tourism in Australia and New Zealand. The company runs consumer marketplaces (RedBalloon, Adrenaline, Experience Oz, Everything NZ), corporate rewards and recognition (RedBalloon for Business, Redii), wholesale distribution via the BRG Connect API, and direct commerce tools (eCom, Local Agent) for experience operators.
Is Big Red Group a public or private company?
Big Red Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Big Red Group founded?
Big Red Group was founded in 2017. It employs 101 to 250 people.
Where is Big Red Group based?
Big Red Group is headquartered in Sydney, Australia, in the Oceania region.
How does Big Red Group make money?
Five revenue lines are on record. Consumer Marketplace Transactions are the primary driver. The others are corporate Rewards & Recognition, wholesale Distribution, local Agent Commissions and direct Commerce Solutions.
Who are Big Red Group's main competitors?
Direct peers on record are Viator, GetYourGuide, Klook, KKday, Airbnb Experiences and Tinggly. Emerging players are Tiqets and O.C. Tanner. Broad incumbents are Hotelbeds and Booking.com.
Does Big Red Group have an API?
Yes. BRG Connect© orchestrator and developer portal enables API access for content, availability, booking, and AI-powered discoverability tools. Partners gain instant access to the full catalogue through a single contract and unified API. ResTech integrated with over 30 of the global leading ResTech platforms. Developer documentation is at www.bigred.group/our-network/wholesalers-distributors.