Kiwi Experience
Kiwi Experience, operated under Tourism Holdings Limited, sells flexible hop-on hop-off bus passes, classic guided tours, and small group tours for independent and small group travelers aged 18–35 exploring New Zealand's North and South Islands, with a Trip Planner App for booking partner hostels and optional activities.
- Company typePrivate
- Founded1989
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Kiwi Experience does
Kiwi Experience is a New Zealand-based adventure tourism brand offering bus-based travel products across the North and South Islands, founded in 1989 and operated under Tourism Holdings Limited per its Booking Terms and Conditions. Its portfolio spans three core product lines: Hop-On Hop-Off Bus Passes (flexible 1- to 24-day passes with up to 53-seat coaches), Classic Tours (pre-planned 8- to 22-day guided coach tours with partner hostel accommodation included), and Small Group Tours (premium 8- to 19-day tours with maximum 24 passengers, including selected meals and activities). Pricing is set in New Zealand Dollars and ranges from NZD 185 for short regional passes to NZD 4,499 for the longest Small Group Tours, with a 10% deposit to confirm and balance due 45 days before departure.
The technology layer centers on the Trip Planner App and a Bus Planner back-office system that let passengers reserve seats, book partner hostel accommodation, and select optional activities (Skydive, Black Water Rafting, Hobbiton, AJ Hackett Bungy, Shotover Jet, and others), with the booking workflow tightly integrated into a network of accommodation and activity supply partners. The company functions primarily as a direct-to-consumer e-commerce operation via secure-checkout.kiwiexperience.com, augmented by a global travel agent portal with commission-based reselling and an Auckland head office handling phone and email support. Customer concentration skews to solo travelers and backpackers aged 18–35, with private group charters serving as a smaller institutional segment; cumulative passenger volume exceeds 500,000 since 1989. Revenue mechanics combine one-time pass and tour sales with transaction-fee commissions on third-party activity and accommodation bookings.
Kiwi Experience firmographics
Firmographics- Name
- Kiwi Experience
- Legal name
- Kiwi Experience (operated by Tourism Holdings Limited)
- Website
- https://kiwiexperience.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kiwi Experience, operated under Tourism Holdings Limited, sells flexible hop-on hop-off bus passes, classic guided tours, and small group tours for independent and small group travelers aged 18–35 exploring New Zealand's North and South Islands, with a Trip Planner App for booking partner hostels and optional activities.
- Ownership category
- akta.pro rank
Kiwi Experience industry classification
Industry- Product category
- Adventure Tourism Services
- NAICS
- Tour Operators (561520), Scenic and Sightseeing Transportation (487), Charter Bus Industry (48551)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Domestic/In-Country Multi-Day Tour Operators (THAKADAL)
- akta.pro secondary industries
- Escorted Coach & Bus Package Tour Operators (THAKADAA), Small-Group Escorted Tour Operators (THAKADAB)
Keywords
Where Kiwi Experience is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Kiwi Experience business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Hop-On Hop-Off Bus Passes: Core revenue stream from selling flexible bus passes that allow unlimited travel along Kiwi Experience routes in New Zealand. Passes range from short 1-3 day regional passes to comprehensive 24-day national passes covering both islands.
- Classic Tours: Pre-packaged guided tours with fixed itineraries including accommodation at partner hostels, transport, and driver guides. Sold as all-inclusive packages ranging from 8 to 22 days.
- Small Group Tours: Premium guided tours with smaller groups (maximum 24 people), including accommodation, select meals, activities, and transport in comfortable vehicles with experienced Kiwi Guides.
- Optional Activities and Accommodation: Kiwi Experience acts as an agent for third-party activity operators and accommodation providers, earning commissions on bookings made through their Trip Planner system.
- Private Charter Services: Private bus charter services for custom group travel, school groups, colleges, and sports teams available through dedicated charter enquiries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Hop-On Hop-Off Passes ranging from regional day trips to 24-day comprehensive passes |
| One time/ perpetual license | Pay-as-you-go | Classic Tours with accommodation included at partner hostels |
| One time/ perpetual license | Pay-as-you-go | Small Group Tours with accommodation, selected activities and meals included |
| Other | Pay-as-you-go | Daily budget recommendations for travelers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Kiwi Experience product offering
Product offeringCore offering
Kiwi Experience sells bus-based travel passes and guided tours for exploring New Zealand, including flexible Hop-On Hop-Off Bus Passes (1 to 24 days), pre-planned Classic Tours (8 to 22 days) with accommodation included, and Small Group Tours (up to 24 passengers) with accommodation, selected meals and activities. It also offers Private Bus Tours for custom groups, and its Trip Planner app coordinates accommodation bookings and optional third-party activities.
Product overview
Kiwi Experience offers an award-winning portfolio of bus-based adventure tourism products for exploring New Zealand. The core offerings include Hop-On Hop-Off Bus Passes (flexible passes with 15+ route options ranging from 1-24 days, allowing travelers to explore independently), Classic Tours (pre-planned guided coach tours with accommodation included, 8-22 days), and Small Group Tours (guided tours with smaller groups up to 24 people including meals and activities, 8-19 days). The company also offers Private Bus Tours for exclusive group bookings. All products are supported by the Trip Planner App for managing reservations. Notable passes include The Whole Kit & Caboodle (comprehensive 24+ day unlimited pass), Funky Chicken (20 days unlimited), and various winter edition tours. After 36 years in operation and hosting over 500,000 passengers, Kiwi Experience operates with local driver guides and partners with hostel accommodations across New Zealand.
Differentiator
Problem solved
Functional benefit
Products and services
- Hop-On Hop-Off Bus Passes Flexible bus passes allowing travelers to explore New Zealand by hopping on and off coaches along set routes. Passes range from 1 to 24 days with options covering North Island, South Island, or both. Includes local driver guides and access to optional activities and accommodation bookings via Trip Planner. Targeted at independent travelers seeking flexibility.
- Classic Tours Pre-planned guided coach tours with accommodation included at partner hostels. Tours range from 8 to 22 days, covering set itineraries across New Zealand with a dedicated driver guide, included scenic walks, and optional activity add-ons. Targeted at travelers who prefer a structured itinerary with accommodation pre-arranged.
- Small Group Tours Guided New Zealand tours with smaller groups (maximum 24 people), including accommodation, selected activities, selected meals, and transport in comfortable vehicles. Tours range from 8 to 19 days covering both islands. Targeted at travelers seeking immersive experiences with included amenities.
- Private Bus Tours Tailor-made tours customized for private groups, schools, colleges, sports teams, and other organized groups, offering exclusive use of Kiwi Experience coaches and driver guides. Targeted at group organizers needing dedicated transport.
- Trip Planner App Online booking and planning tool for managing bus reservations, accommodation bookings, and optional activity reservations. Provided to all Kiwi Experience passengers post-purchase to coordinate their journey across New Zealand.
Quantifiable outcome
- 500,000+ passengers hosted over 36 years
- +2 more outcomes
Companies that use Kiwi Experience
Customer profileSegments4 records
Ideal customer profiles3 records
Kiwi Experience technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kiwi Experience partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- InterislandercoreInterislander ferry services are included in national passes covering both North and South Islands, providing seamless cross-country travel for Kiwi Experience passengers. Return ferry crossings are included on passes requiring round-trip completion.
- Partner Hostels NetworkcoreExtensive network of partner hostels including LyLo, Haka House, Adventure Hostel, Rock Solid Backpackers, Hotel Give, Rainforest Retreat, and others provide accommodation for Kiwi Experience passengers. Hostels are pre-allocated based on passenger bookings through the Trip Planner system.
- Activity Operators (Various)coreThird-party activity providers including Skydive operators, Black Water Rafting, Hobbiton Movie Set, AJ Hackett Bungy, Shotover Jet, and many others offer optional experiences through the Kiwi Experience Trip Planner. Kiwi Experience acts as an agent for these operators.
- 2DegreesminorFree 2Degrees SIM cards available from Kiwi Experience office in Auckland for passengers needing connectivity during their travels in New Zealand.
- Tiaki Promise / Tourism New ZealandcoreKiwi Experience participates in the Tiaki Promise initiative, New Zealand's commitment to sustainable and responsible tourism. This partnership aligns with Kiwi Experience's 'Green, not mean' sustainability philosophy.
- Travel Agents (International Network)coreGlobal network of travel agents who resell Kiwi Experience passes in exchange for commission. The company provides agent login access, booking systems, and regular communications about products and offers.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Kiwi Experience competitors and assessment
Company assessmentBroad incumbents
- Intrepid Travel: Intrepid Travel operates small-group adventure tours globally including New Zealand, with a similar passenger profile and tour-style offering that overlaps Kiwi Experience's Small Group Tours segment.
- G Adventures: G Adventures is a large global small-group adventure tour operator with New Zealand itineraries, broader in geographic scope but directly comparable in product format and budget-adventure traveler positioning.
Direct peers
- Contiki: Contiki is a global escorted tour operator exclusively for 18-35 travelers, with New Zealand itineraries that directly compete with Kiwi Experience's Classic Tours and Small Group Tours for the same demographic and trip-style preference.
- Topdeck Travel: Topdeck Travel runs escorted coach tours for 18-39 year olds globally, including New Zealand itineraries that compete directly with Kiwi Experience's Classic Tours in format, demographic, and price band.
- Haka Tourism Group: Haka Tourism Group operates guided bus tours, hostels, and ski packages across New Zealand, directly competing with Kiwi Experience in the escorted multi-day tour and partner-hostel accommodation categories.
- Flying Kiwi Adventure Tours: Flying Kiwi runs small-group adventure bus tours across New Zealand with driver-guides, similar in product format to Kiwi Experience's Small Group Tours and focused on the same backpacker/adventure segment.
- Magic Bus (Backpacker Bus NZ): Magic Bus operates hop-on hop-off backpacker bus services across New Zealand, with similar pass structures, route coverage, and demographic targeting to Kiwi Experience's core offering.
- Stray Travel: Stray Travel is a New Zealand-based hop-on hop-off backpacker bus operator offering comparable flexible passes and guided tours across the North and South Islands, targeting the same 18-35 solo traveler demographic as Kiwi Experience.
Emerging players
- Busabout: Busabout operates hop-on hop-off coach networks primarily in Europe with a comparable flexible-pass product format; relevant as a model peer demonstrating how the hop-on hop-off bus concept scales across geographies and demographics.
Others
- Tourism Holdings Limited: Tourism Holdings Limited is the parent company of Kiwi Experience and operates complementary tourism businesses including campervan rental (Maui, Britz) — relevant as the parent context and as a strategic counterparty for shared services and capital.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
Kiwi Experience social profiles
Digital presenceKiwi Experience compliance and trust
Trust signalCompliance4 records
Kiwi Experience financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kiwi Experience leadership team
Management profileNumber of profiles
Kiwi Experience funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kiwi Experience 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 Kiwi Experience
What does Kiwi Experience do?
Kiwi Experience sells bus-based travel passes and guided tours for exploring New Zealand, including flexible Hop-On Hop-Off Bus Passes (1 to 24 days), pre-planned Classic Tours (8 to 22 days) with accommodation included, and Small Group Tours (up to 24 passengers) with accommodation, selected meals and activities. It also offers Private Bus Tours for custom groups, and its Trip Planner app coordinates accommodation bookings and optional third-party activities.
Is Kiwi Experience a public or private company?
Kiwi Experience is a private company. It is classified as corporate owned and is currently operating.
When was Kiwi Experience founded?
Kiwi Experience was founded in 1989. It employs 1 to 10 people.
Where is Kiwi Experience based?
Kiwi Experience is headquartered in Auckland, New Zealand, in the Oceania region.
How does Kiwi Experience make money?
Five revenue lines are on record. Hop-On Hop-Off Bus Passes are the primary driver. The others are classic Tours, small Group Tours, optional Activities and Accommodation and private Charter Services.
Who are Kiwi Experience's main competitors?
Broad incumbents on record are Intrepid Travel and G Adventures. Direct peers are Contiki, Topdeck Travel, Haka Tourism Group, Flying Kiwi Adventure Tours, Magic Bus (Backpacker Bus NZ) and Stray Travel. Busabout is listed as an emerging player. Tourism Holdings Limited is listed as an others.
Does Kiwi Experience have an API?
No public API is recorded for Kiwi Experience.
What industry is Kiwi Experience in?
Kiwi Experience's product category is Adventure Tourism Services. Its primary akta.pro industry code is THAKADAL, Domestic/In-Country Multi-Day Tour Operators, with a secondary code of THAKADAA, Escorted Coach & Bus Package Tour Operators. Its NAICS code is 561520 and its SIC code is 7900.