CustomLinc
CustomLinc is an Australian vertical SaaS company providing unified ticketing, reservation, logistics, and POS software for enterprise tourism operators across Australia, New Zealand, and Fiji, serving attractions, ferries, rail, and tour operators since 2000.
- Company typePrivate
- Founded2000
- HeadquartersLindfield, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What CustomLinc does
CustomLinc is an Australian-headquartered vertical software provider serving tourism operators across Australia, New Zealand, and Fiji since 2000. The company builds a unified platform-plus-modules architecture that consolidates ticketing, reservations, access control, logistics, point-of-sale, food and beverage, retail, CRM, and reporting into a single integrated system, replacing the fragmented stacks that tourism operators historically managed. Core technical components include a configurable rules engine for dynamic pricing, a digital documentation engine (Flexi Forms) with multi-language support, a deck plan and vehicle allocation system for ferry operators, offline POS for vehicles in connectivity-limited areas, and a REST API framework enabling integration with 20+ OTA distribution partners and seven payment gateways.
The platform targets enterprise-level tourism operators with complex operational requirements, including attractions, cruise operators, express transport, passenger ferries, vehicle ferries, passenger rail, resorts, and tour and activity operators. Named enterprise customers include Journey Beyond (marine, aviation, and attractions), Skyrail Rainforest Cableway, Phillip Island Nature Parks (1.3M+ annual visitors), BridgeClimb Sydney, and Sydney Zoo. CustomLinc also operates the CustomLinc Schools sub-brand, extending its manifest and logistics capabilities into government education transport. The company's go-to-market is sales-led and consultative, with quote-based subscription pricing and 24/7 support bundled without incremental fees. The company maintains offices in Sydney (headquarters) and Auckland, with leadership including Managing Director Sam Stokell and General Manager Karen Head, and operates with a team of 11-50 employees as a privately held entity with no disclosed external funding.
CustomLinc firmographics
Firmographics- Name
- CustomLinc
- Legal name
- CustomLinc Pty Ltd
- Website
- https://customlinc.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CustomLinc is an Australian vertical SaaS company providing unified ticketing, reservation, logistics, and POS software for enterprise tourism operators across Australia, New Zealand, and Fiji, serving attractions, ferries, rail, and tour operators since 2000.
- Ownership category
- akta.pro rank
CustomLinc industry classification
Industry- Product category
- Tourism Reservation and Management Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)
- akta.pro secondary industries
- Tour, Attraction & Experience Dynamic Pricing Platforms (THALAOAF), Hotel & Accommodation Booking Platforms (THALAFAB)
Keywords
Where CustomLinc is headquartered
LocationHeadquarters
- HQ city
- Lindfield
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
CustomLinc business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software Licensing/Subscription: CustomLinc provides comprehensive tourism software solutions with licensing arrangements. The platform is described as an 'all-in-one solution' with 24/7 support included. Pricing is quote-based and tailored to each organization's unique operational requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based enterprise pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
CustomLinc product offering
Product offeringCore offering
CustomLinc sells a unified tourism management software platform that consolidates online bookings, point-of-sale, retail, food and beverage, waivers, access control, logistics, CRM, and reporting into one integrated system. The platform is configured and licensed on a subscription basis to enterprise tourism operators across attractions, ferries, cruises, express transport, rail, resorts, and tour/activity categories in Australia, New Zealand, and Fiji. Pricing is quote-based and tailored to each organization's operational requirements, with 24/7 support included.
Product overview
CustomLinc is a unified platform-plus-modules architecture offering comprehensive tourism software. The core platform integrates online bookings, POS, retail, food and beverage, waivers, and access control into one system. Core modules include Ticketing, Access Control, Logistics, Reservations, Express (transport), Food & Beverage, Retail & Rental, CRM, Reporting, Accommodation, Rostering, Charter, and Deck Plans. Additional capability modules include Flexi Form (digital waivers), Dynamic Pricing, Virtual Queue Management, Browser Access, Customised Kiosks, the CustomLinc Online Framework (REST API), Offline Capability, POS, and SQL Enterprise Reporting. The system serves diverse tourism segments including attractions, cruises, express operators, passenger ferries, rail, resorts, tours, and vehicle ferries across Australia, New Zealand, and Fiji.
Differentiator
Problem solved
Functional benefit
Brands
- Flexi Forms: Dynamic digital forms engine for complex logistics, health assessments, and waivers with configurable question logic and multi-language support.
- CustomLinc Express
- CustomLinc Schools
Products and services
- CustomLinc Core Platform Unified tourism management platform handling online bookings, POS, retail, food and beverage, waivers, and access control in a single integrated system. Targeted at enterprise tourism operators across attractions, ferries, cruises, express transport, rail, resorts, and tour/activity businesses in Australia, New Zealand, and Fiji.
- Flexi Forms
Quantifiable outcome
- Reduced check-in time from 6 minutes to 2-3 minutes per group
- +5 more outcomes
Companies that use CustomLinc
Customer profileNamed customers5 records
Segments8 records
Ideal customer profiles1 record
CustomLinc technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
Feature12 records
CustomLinc partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core.
- Be My GuestcoreIntegration partner enabling standardised booking data sync with CustomLinc's tourism platform.
- Big Red GroupcoreIntegration partner for booking and ticketing connectivity.
- ExpediacoreMajor online travel agency integration for booking distribution.
- Get Your GuidecoreOTA integration for tour and activity distribution.
- KlookcoreMajor OTA integration for Asia-Pacific tourism distribution.
- LivncoreTourism and activity distribution platform integration.
- RezdycoreTour and activity booking platform integration.
- Trip.comcoreGlobal travel platform integration for international distribution.
- ViatorcoreTripAdvisor-owned OTA integration for global reach.
- PayPluscorePayment gateway integration for Australian EFTPOS processing.
- Linkly (PC-Eftpos)coreAustralian EFTPOS terminal integration and connectivity.
- StripecoreGlobal payment gateway integration for online and card processing.
- Windcave (Payment Express)corePayment gateway integration for secure payment processing.
- Shearwater and CyberCXcorePCI compliance and data security partner. Shearwater provides penetration testing and PCI compliance guidance. Locally based and highly experienced in PCI compliance for Australian organizations.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
CustomLinc competitors and assessment
Company assessmentRegional players
- TryBooking: TryBooking is an Australia/NZ-focused ticketing and event registration platform. While more event-centric than CustomLinc, it overlaps with CustomLinc's ticketing and access control modules for the same regional customer base.
Direct peers
- Bokun (Tripadvisor): Bokun is a Tripadvisor-owned booking management and distribution platform for tour and activity operators. Its feature set (booking engine, channel manager, payment processing) overlaps directly with CustomLinc's reservation, ticketing and access control modules.
- Peek Pro: Peek Pro offers reservation, POS and channel management software for tours, attractions and rentals. Both target enterprise tourism operators with integrated booking and operations platforms, and Peek is a direct competitor for CustomLinc's attraction and experience operator customers.
- TrekkSoft (now part of Bokun): Originally an independent European tour-operator software vendor, TrekkSoft was acquired by Bokun/Tripadvisor. It remains a comparable SaaS reservation and ticketing platform for activity operators globally.
- Rezdy: Rezdy is a global tour and activity booking platform with direct API integration into CustomLinc. Both serve tour/activity operators with reservation, distribution and channel-manager functionality, making them the closest functional competitor in the APAC market.
- Checkfront: Checkfront delivers online booking and reservation management for tours, attractions and rentals. Both companies target the same operator segments and emphasize channel management, POS integrations and enterprise scalability.
- Resova: Resova offers online booking, ticketing and CRM for leisure and activity operators in the UK/EU. While more regionally focused, it competes in the same vertical SaaS category as CustomLinc's attraction and tour modules.
- Ventrata: Ventrata is a tour and activity booking platform with a tier-based ticketing engine and strong OTA integrations. It is comparable to CustomLinc in the tour/attraction segment, particularly for operators selling through global OTAs.
- FareHarbor: Owned by Booking Holdings, FareHarbor provides online booking and management software for tours, attractions and activities worldwide. It competes head-on with CustomLinc for high-volume attraction and tour operators and shares the same integration-led distribution strategy.
Emerging players
- Regiondo: Regiondo provides booking and ticketing software primarily to European tour and activity providers. It is an emerging player with partial overlap to CustomLinc's tour/activity operator offering.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
CustomLinc social profiles
Digital presenceCustomLinc compliance and trust
Trust signalCompliance1 record
CustomLinc financial estimates
Financial estimateRevenue estimate
Valuation estimate
CustomLinc leadership team
Management profileNumber of profiles
Profiles7 records
CustomLinc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CustomLinc 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 CustomLinc
What does CustomLinc do?
CustomLinc sells a unified tourism management software platform that consolidates online bookings, point-of-sale, retail, food and beverage, waivers, access control, logistics, CRM, and reporting into one integrated system. The platform is configured and licensed on a subscription basis to enterprise tourism operators across attractions, ferries, cruises, express transport, rail, resorts, and tour/activity categories in Australia, New Zealand, and Fiji. Pricing is quote-based and tailored to each organization's operational requirements, with 24/7 support included.
Is CustomLinc a public or private company?
CustomLinc is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CustomLinc founded?
CustomLinc was founded in 2000. It employs 11 to 50 people.
Where is CustomLinc based?
CustomLinc is headquartered in Lindfield, Australia, in the Oceania region.
How does CustomLinc make money?
One revenue line is on record: software Licensing/Subscription.
Who are CustomLinc's main competitors?
TryBooking is listed as a regional player. Direct peers are Bokun (Tripadvisor), Peek Pro, TrekkSoft (now part of Bokun), Rezdy, Checkfront, Resova, Ventrata and FareHarbor. Regiondo is listed as an emerging player.
Does CustomLinc have an API?
Yes. CustomLinc offers a full suite of REST APIs that enable standardised or fully customised workflows. The API integration allows ticketing, POS, and CRM data to sync with integration partners. Partners can access the secure portal for API integration details, including a testing and training environment. Developer documentation is at customlinc.com/api-integration.
What industry is CustomLinc in?
CustomLinc's product category is Tourism Reservation and Management Software. Its primary akta.pro industry code is THALAMAA, Online Booking & Reservation Platforms (B2B/B2C), with a secondary code of THALAOAF, Tour, Attraction & Experience Dynamic Pricing Platforms. Its NAICS code is 5132 and its SIC code is 7900.