AAT Kings

What AAT Kings does

AAT Kings Tours Pty Ltd is a guided-tour operator specializing in Australia and New Zealand, founded in 1925 and headquartered in Alexandria, Australia, with a US contact office in Costa Mesa, California. The company is a wholly-owned subsidiary of The Travel Corporation (TTC) and operates alongside two retained sub-brands: Down Under Tours (premium guided touring) and SEIT Outback Tours (Aboriginal-owned outback experiences). Its portfolio spans Guided Holidays (multi-day tours, 4–21 days), Short Breaks (2–5 days), Day Tours, Small Group Tours (up to 24 guests), Classic Group Tours (24+ guests), Train Holidays, Gift Vouchers, and Gold Seal Protection insurance, plus a Groups & Charters service for customized B2B itineraries and coach hire.

The business is human-intensive and asset-heavy: professional tour directors, trained drivers, coach fleets, accommodations, and many meals bundled into all-inclusive or partially-inclusive packages. Underlying technology is described as standard tour-booking and reservation management systems with no proprietary platform; distribution runs through six localized regional websites (AU, NZ, US, UK, CA, EU), phone-based contact centers, and the TTC trade portal (agents.ttc.com) where travel advisors book and earn commission. Regulatory credentials include ATOL (12215), ABTA membership (V0584), Qualmark (NZ), and ATIA (Australia), and the company is sustainability-aligned with TTC's TreadRight Foundation through its MAKE TRAVEL MATTER initiative, formalized via an Innovate Reconciliation Action Plan published in March 2025.

Revenue mechanics come from three streams: one-time guided-tour package sales (core), professional-services revenue from Groups & Charters, and transaction-level add-ons including Earlybird discounts (up to 10%), Last Minute Deals (up to 15%), group/combining discounts, and gift vouchers. GTM is hybrid: direct-to-consumer via regional websites and email/social marketing, plus B2B2C via the TTC travel-agent distribution network and a dedicated enterprise group-sales function. The company is privately held with no public revenue disclosure and no independent venture or private-equity ownership indicated.

Name

AAT Kings

Legal name

AAT Kings Tours Pty Ltd

Website

https://aatkings.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

101–250 employees

Short description

AAT Kings is a guided tour operator founded in 1925, offering multi-day holidays, day tours, short breaks, and group charters across Australia and New Zealand. A wholly-owned subsidiary of The Travel Corporation, it serves individual travelers, groups, and travel agents via six regional markets and the TTC trade portal.

Ownership category

akta.pro rank

Product category

Guided Tour Services

NAICS

Tour Operators (56152), Tour Operators (561520), Scenic and Sightseeing Transportation (487), Charter Bus Industry (48551)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Luxury Multi-Day Tour Operators (THAKADAE)

akta.pro secondary industries

Tour & Sightseeing Coach Charters (THAIAIAB), Charter & Tour Coach Operators (TLAFAFAB), Desert & Dune Adventure Tour Operators (Camel treks, sandboarding) (THAAADAG), Corporate & VIP Group Charter Operators (THABADAD)

Keywords

• Guided tour services
• Holiday packages
• Group travel
• Destination management
• Sightseeing tours

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Guided Tour Packages: Core revenue from selling guided tour packages across Australia and New Zealand, including day tours, short breaks (2-5 days), and extended guided holidays (4-21 days). Tours are sold as all-inclusive or partially-inclusive packages.
2. Group & Charter Services: Customized group itineraries and coach-only charter services for leisure groups, sports teams, social clubs, and special events. Revenue generated from private departures and bespoke group travel arrangements.
3. Special Offers & Add-ons: Earlybird booking discounts (up to 10% on 2027/2028 tours), last-minute deals (up to 15%), group discounts, combining discounts, and gift vouchers generate additional revenue and drive bookings.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

AAT Kings is a guided tour operator that sells multi-day, short-break, and day-tour packages across Australia and New Zealand. Offerings include transportation, accommodations, expert tour directors, and many meals as part of all-inclusive or partially-inclusive packages. The company also provides group travel, coach charter, and destination management services for trade partners, plus ancillary offerings such as gift vouchers and travel protection plans.

Product overview

AAT Kings is a comprehensive guided tour operator offering a multi-product portfolio for travel in Australia and New Zealand. The core offering consists of Guided Holidays (multi-day tours of 4-21 days), Day Tours (full/half day excursions), Short Breaks (2-5 day packages), Small Group Tours (up to 24 guests), and Classic Group Tours (24+ guests). Related services include Groups & Charters for customized group travel and coach hire, Train Holidays featuring scenic rail experiences, Gift Vouchers, and Gold Seal Protection insurance. The company operates sub-brands Down Under Tours and SEIT Outback Tours, and maintains a MAKE TRAVEL MATTER sustainability initiative aligned with The Travel Corporation's responsible travel principles.

Differentiator

Problem solved

Functional benefit

Brands

• Down Under Tours: Guided touring brand operated by AAT Kings group
• SEIT Outback Tours

Products and services

• AAT Kings Guided Holidays Multi-day guided tours across Australia and New Zealand featuring professionally curated itineraries, transportation, accommodations, and expert tour directors covering destinations from Uluru to the Great Barrier Reef.
• AAT Kings Day Tours Full-day and half-day guided excursions to iconic landmarks and natural attractions in Australia and New Zealand, including Uluru sunrise/sunset experiences, Kakadu National Park explorations, and Great Barrier Reef adventures.
• AAT Kings Short Breaks 2 to 5-day compact travel packages combining multiple destinations and experiences, ideal for travelers with limited time seeking immersive regional explorations.
• Groups & Charters Customized group travel solutions including tailored itineraries for leisure groups, sports teams, social clubs, and special events, as well as coach-only charter services with professional drivers for transportation needs.
• Small Group Tours Intimate touring experiences with smaller group sizes (up to 24 guests) offering more personalized service and access to destinations not suitable for larger groups.
• Classic Group Tours Traditional guided holiday experiences with larger group sizes (24+ guests) offering comprehensive Australia and New Zealand itineraries at accessible price points.
• Train Holidays Australia Rail-based travel experiences including the Kuranda Scenic Railway and other scenic train journeys through Australia's diverse landscapes.
• Gift Vouchers Digital and physical gift certificates available for purchase, allowing recipients to choose their own guided tour experience.
• Gold Seal Protection Travel protection and insurance add-on covering cancellations, interruptions, and travel emergencies for peace of mind.
• Destination Management Professional destination management services for travel trade partners, handling ground operations, logistics, and on-ground arrangements for groups visiting Australia and New Zealand.

Quantifiable outcome

• 4.9/5 rating based on 98,000+ verified reviews

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• The Travel Corporation (TTC)coreOthersAAT Kings is part of The Travel Corporation (TTC), a global travel company. The company shares data with TTC-affiliated brands when customers opt-in, request quotes, or request brochures. TTC provides operational infrastructure, trade portals, and compliance frameworks including Data Privacy Framework certifications.
• Down Under ToursminorStrategic or Co-development PartnerSister brand under the AAT Kings Group offering additional Australian tour options. Featured alongside AAT Kings on the main website as part of the 'Ways to Travel' options.
• SEIT Outback ToursminorStrategic or Co-development PartnerSister brand specializing in outback Australia tours. Co-marketed with AAT Kings as part of the 'Ways to Travel' portfolio, providing complementary outback experiences.
• ABTA (Association of British Travel Agents)minorChannel Partner/ Reseller/ DistributorUK travel trade association membership (Member V0584) providing consumer protection and industry credibility for UK market operations.
• ATOL (Air Travel Organiser's Licence)minorOthersUK government-approved consumer protection scheme (ATOL number 12215) providing financial protection for package holidays including air travel.
• QualmarkminorOthersNew Zealand tourism quality assurance certification. Displayed on website as part of industry partnership, indicating adherence to New Zealand tourism standards.
• ATIA (Australian Tourism Industry Association)minorOthersAustralian tourism industry body membership, providing industry representation and credibility within the Australian travel sector.
• TreadRight FoundationminorOthersSustainable tourism initiative referenced as part of the TTC group's responsible tourism commitment, aligned with AAT Kings' Make Travel Matter initiatives.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trafalgar: Direct sister brand under The Travel Corporation operating a near-identical guided-holiday model in other geographies. Same GTM (travel agents + D2C), same tiered product (Classic vs Small Group), and shared TTC trade portal/back-office infrastructure—making it the most operationally comparable peer.
• Intrepid Travel: Australia-headquartered small-group guided tour operator with overlapping ANZ and global itineraries. Closest publicly identifiable direct competitor in the ANZ guided-tour category, with comparable group sizes, sustainability positioning, and B2C + agent distribution.
• APT Touring: Australian family-owned guided tour and river-cruise operator serving the same domestic and inbound US/UK markets with multi-day ANZ packages. Directly comparable product mix, customer demographics, and travel-agent distribution model.
• Scenic Luxury Tours & Cruises: Australian premium guided-tour and luxury cruise operator serving the same high-end inbound traveler segment. Comparable in ANZ destination coverage, premium pricing tier, and agent-led distribution in US/UK/AU source markets.
• Contiki: Sister TTC brand operating guided coach tours for 18-35s globally, including ANZ. Shares TTC's trade portal, compliance, and operational infrastructure, but targets a younger demographic—useful benchmark for product-portfolio positioning.
• Insight Vacations: Sister TTC premium guided-tour brand focused on premium small-group and classic itineraries. Operationally comparable in product structure, agent distribution, and supplier relationships across the same global source markets.
• Globus Journeys: Sister TTC brand operating escorted coach tours across multiple regions. Closest comparable on multi-tier group touring (classic + small group + choice/experience options) and on shared TTC distribution and back-office systems.
• Luxury Gold: Sister TTC ultra-premium guided tour brand. Comparable at the high end of AAT Kings' small-group / First Nations premium offerings and shares TTC's agent portal and customer base.

Broad incumbents

• Tauck: Privately held US-based guided-tour operator with broader global itineraries. Comparable premium guided-holiday model and similar reliance on direct + agent distribution, but competes only indirectly because its ANZ footprint is lighter.
• Collette: US-headquartered guided-tour operator with global itineraries including ANZ. Comparable escorted touring model, predominantly agent-driven GTM, and similar mid-to-premium price positioning—useful benchmark for inbound-US demand dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AATKings
• Instagraminstagram.com/aatkings
• Facebookfacebook.com/AATKingsAustralia
• LinkedInlinkedin.com/company/aat-kings

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 AAT Kings