Big Red Group

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.

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

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

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

1. Consumer Marketplace Transactions: Commission-based revenue from consumer bookings across RedBalloon, Adrenaline, Experience Oz, and Everything NZ marketplaces
2. Corporate Rewards & Recognition: RedBalloon for Business provides corporate gifting, reward and recognition programs, team-building experiences with dedicated sales support
3. Wholesale Distribution: B2B access to experience catalogue via APIs, co-branded solutions, and white-label storefronts for distribution partners
4. Local Agent Commissions: Commission-based sales through hotels, tour desks, retailers using Local Agent platform with white-label portals and QR code booking
5. Direct Commerce Solutions: eCom module licensing for tourism operators to power their own storefronts with BRG's checkout technology

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels5 records

Core 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

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability5 records

Feature5 records

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• City of MelbourneflagshipStrategic or Co-development Partner · 27 February 2025Partnership 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 CountrycoreStrategic or Co-development Partner · 3 October 2024Partnership 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.
• ViatorcoreChannel Partner/ Reseller/ DistributorDistribution partnership enabling Viator customers to access BRG's experience catalogue
• Trip.comcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Chinese travel platform to access ANZ experiences
• HotelbedscoreChannel Partner/ Reseller/ DistributorB2B distribution partnership enabling Hotelbeds' global hotel and travel network to access BRG experiences
• TravelokacoreChannel Partner/ Reseller/ DistributorDistribution partnership with Southeast Asian travel superapp
• YanoljacoreChannel Partner/ Reseller/ DistributorPartnership with Korean travel technology platform for experience distribution
• KKdayminorChannel Partner/ Reseller/ DistributorDistribution partnership with Asian travel platform
• TiqetsminorChannel Partner/ Reseller/ DistributorDistribution partnership for attraction and experience tickets
• UOBminorChannel Partner/ Reseller/ DistributorBanking partnership enabling UOB customers to access BRG experiences through bank's rewards program
• VirginminorChannel Partner/ Reseller/ DistributorDistribution partnership with Virgin brands
• NABcoreChannel Partner/ Reseller/ DistributorCorporate rewards and recognition partnership serving NAB's employee base
• Commonwealth Bank (CBA)coreChannel Partner/ Reseller/ DistributorCorporate gifting and rewards partnership
• Lion TravelminorChannel Partner/ Reseller/ DistributorTaiwanese travel agency distribution partnership
• GlobaltixminorChannel Partner/ Reseller/ DistributorDistribution partner for global attraction tickets

Scale indicators16 records

Recent moves7 records

Expansion highlights6 records

Direct 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

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Big Red Group