Rottnest Express

What Rottnest Express does

Rottnest Express operates scheduled passenger ferry services between Fremantle (B Shed), Perth (Barrack Street), and Northport on the Western Australian mainland, and Rottnest Island (Wadjemup). Founded in 1958 and operating under the legal entity Wadjemup Trading Pty Ltd, the company is the largest privately-owned ferry operator in Australia and has been a subsidiary of Journey Beyond, one of Australia's largest experiential tourism groups, since early 2017.

The core product set comprises ferry tickets, on-island bike and snorkel hire, bus tours, adventure boat tours, and bundled accommodation packages. Recent product launches include the Perth Premium Ferry Service from Perth Barrack Street in September 2025 and the Quokka Club 2.0 loyalty programme in 2025. The company holds a multi-year license with the Rottnest Island Authority to operate scheduled services to the island and runs charity and environmental partnerships with Telethon and the Rottnest Foundation respectively.

Revenue is generated primarily through B2C ticket sales (published fares around A$85 from Fremantle and A$129 from Perth), on-island rentals and tours, and bundled packages with accommodation partners including Samphire Rottnest, Discovery Resorts, and The Lodge Wadjemup. Distribution combines direct online bookings via the company's own channels with packaged distribution through on-island accommodation operators, with the Quokka Club 2.0 programme explicitly aimed at deepening direct customer relationships.

Name

Rottnest Express

Legal name

Wadjemup Trading Pty Ltd

Website

https://rottnestexpress.com.au

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Rottnest Express operates scheduled passenger ferry services between Fremantle, Perth, and Rottnest Island in Western Australia, along with on-island tours, equipment hire, and accommodation packages. The largest privately-owned ferry company in Australia, it serves leisure travellers to Rottnest Island.

Ownership category

akta.pro rank

Product category

Passenger Ferry Services

NAICS

Coastal and Great Lakes Passenger Transportation (483114), Deep Sea, Coastal, and Great Lakes Water Transportation (4831), Water Transportation (483)

SIC

Water Transportation (4400)

akta.pro primary industry

Island & Archipelago Ferry Services (THAEAGAB)

akta.pro secondary industries

Passenger Ferry Operators (Intercity & Regional) (THAEAGAA), Tourist & Scenic Ferry Services (THAEAGAE), Tourist & Scenic Passenger Ferries (Non-Cruise) (THAIAJAH), Passenger Ferries & Water Taxis (Fast Ferries, RoPax, Catamarans) (IMAJADAC)

Keywords

• Passenger ferry services
• Island tourism transport
• Marine adventure tours
• Equipment hire services
• Island sightseeing tours

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ferry Ticket Sales: One-time transaction revenue from passenger ferry services between Fremantle/Perth and Rottnest Island. Includes various fare categories (Adult, Concession, Youth, Child, Family) and return/same-day options.
2. Package Deals: Bundled offerings combining ferry transport with island experiences including bike hire, bus tours, adventure boat tours, Segway rentals, snorkeling equipment, and accommodation packages.
3. Bike and Equipment Hire: Rental revenue from adult and child bikes, baby seats, child trailers, cargo trailers, and snorkeling equipment. Bikes travel with passengers on ferries.
4. Group Travel Services: Specialized services for school groups, corporate events, and weddings with discounted group rates, dedicated planning assistance, and customized itineraries.
5. Commuter Program: Commuter card accounts for island workers providing discounted repeat travel with smartcard-based access and company billing options.
6. Merchandise and Gift Vouchers: Online gift shop selling Rottnest Express branded merchandise and gift vouchers redeemable for ferry services and other Journey Beyond experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Rottnest Express operates scheduled passenger ferry services from Fremantle and Perth to Rottnest Island in Western Australia, supplemented by on-island and offshore experiences such as bus and adventure boat tours, segway tours, skydiving, snorkel and bike hire, a seafood cruise, and bundled day packages. The company also runs a commuter service for island workers and residents alongside premium and accessible ferry tiers.

Product overview

Rottnest Express operates Western Australia's largest privately-owned ferry company providing passenger transport to Rottnest Island from Fremantle and Perth. The core offering is ferry services (same-day return, extended return, one-way, and commuter options) combined with integrated experience modules including bike hire, snorkel equipment rental, guided bus tours (Discover Rottnest Bus Tour), adventure boat tours (Eco Express), Segway tours, skydiving, and seafood cruises. The product portfolio also includes accommodation packages (The Lodge Wadjemup, Samphire Rottnest, Discovery Rottnest Island), the Quokka Club children's loyalty program (offering free child travel), special assistance services, commuter programs, hotel transfer services, and gift vouchers. All components can be booked independently or bundled into day packages.

Differentiator

Problem solved

Functional benefit

Brands

• Quokka Club: Children's travel club offering free ferry travel for WA kids aged 4-12
• Red Rider Annual Pass

Products and services

• Rottnest Express Ferry Service Scheduled passenger ferry service running between Fremantle, Perth Barrack Street, Perth Port, and Rottnest Island, available for day-trippers and overnight visitors to Western Australia's Rottnest Island.
• Bike Hire On-island bicycle rental service that allows ferry passengers to explore Rottnest Island independently on two wheels.
• Snorkel and Flipper Hire Rental of snorkel masks, fins, and flippers so ferry passengers can snorkel in the waters around Rottnest Island.
• Discover Rottnest Bus Tour Guided bus tour around Rottnest Island providing commentary on the island's landmarks, history, and quokka population for ferry passengers.
• Eco Express Adventure Boat Tour High-speed adventure boat tour around Rottnest Island's coastline, aimed at visitors wanting to view the island's marine environment and coves.
• Rottnest Segway Tour Guided segway tour of Rottnest Island allowing visitors to cover more ground than walking while still receiving guided commentary.
• Rottnest Skydive Tandem skydive experience over Rottnest Island, available to ferry passengers as an add-on adventure activity.
• Luxe Island Seafood Cruise Premium seafood cruise around Rottnest Island combining travel, dining, and scenic sailing for leisure visitors.
• Grand Island Tour Comprehensive premium tour of Rottnest Island combining ferry access with multiple on-island activities and commentary for visitors wanting a full-day guided experience.
• Quokka Club Premium tier ferry service providing upgraded onboard amenities and priority boarding for visitors crossing to Rottnest Island.
• Day Packages Bundled packages combining return ferry travel with on-island activities such as bus tours, bike hire, snorkel hire, or adventure tours for a single day trip.
• Commuter Services Regular scheduled ferry service connecting Rottnest Island with the mainland, designed for island workers and residents who need reliable daily or weekly transport.
• Hotel Transfer Service Ferry plus ground transfer service that moves passengers from the ferry terminal to their Rottnest Island accommodation.
• Perth Premium Ferry Service Premium ferry service operating from Perth's central departure point to Rottnest Island, offering a higher-end travel option for visitors starting from Perth rather than Fremantle.
• Gift Vouchers Purchasable gift vouchers that can be redeemed across Rottnest Express ferry services and associated on-island experiences.

Quantifiable outcome

• Google Reviews rating of 4.3 based on 1,674+ reviews
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

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

• Journey BeyondcoreOthersParent company and national experiential tourism group. Rottnest Express became part of Journey Beyond in early 2017. Journey Beyond is focused on bringing Australia's most unique and iconic experiences to life, positioning itself as one of the largest experiential tourism businesses in the country with tours, cruises, accommodation, and holiday packages across Australia.
• Rottnest Island AuthoritycoreStrategic or Co-development PartnerGovernment authority managing Rottnest Island. Jointly introduces luggage procedures with Rottnest Express. Rottnest Island Authority handles delivery of luggage on the island and collects the Rottnest Island Admission Fee included in ferry fares. Responsible for island facilities, conservation, and accommodation management.
• TelethonflagshipGTM or Marketing PartnerCharity partnership with Telethon dedicated to improving quality of life for sick, vulnerable, and disadvantaged Western Australian children and young people. Rottnest Express has raised in excess of $400,000 over 15 years of partnership. Telethon Saver Fares program donates part of proceeds from each ticket sold.
• Rottnest FoundationcoreGTM or Marketing PartnerConservation organization supported by Rottnest Express with $30,000 donation for Wadjemup Bidi walking trail development. Company promotes fundraising and membership drives for the foundation supporting island conservation efforts.
• Rottnest Voluntary Guides AssociationminorGTM or Marketing PartnerVolunteer organization providing guided tours of Rottnest Island. Rottnest Express supports by offering free travel to and from the island for volunteer guides.
• Wilson ParkingminorOthersParking services provider at B Shed terminal and Northport terminal with short-term and long-term parking options. Northport offers close to 400 parking bays managed by Wilson Parking.
• TelethonflagshipGTM or Marketing PartnerAnnual charity partner. Special Telethon Saver Fares available for return trips from Fremantle and Perth. Proceeds support Telethon beneficiaries across Western Australia.
• The Lodge WadjemupcoreStrategic or Co-development PartnerPremier accommodation provider on Rottnest Island. Joint packages available combining ferry transfers with accommodation, breakfast, and dining credits. Winter escape packages from $399.
• Samphire RottnestcoreStrategic or Co-development PartnerNewest boutique accommodation provider at Thomson Bay with 80 rooms and beachfront dining. Event venue for up to 300 people. Special events like Winter Table dining experience.
• Discovery Resorts Rottnest IslandcoreStrategic or Co-development PartnerEco-sustainable glamping resort behind Pinky Beach dunes. First low-impact glamping on Rottnest Island. Packages available with ferry and accommodation from $491 for two adults.

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Fullers GreatSights: Major New Zealand ferry operator with similar business model combining ferry transport with island tours, equipment hire, and packages. Directly comparable operating model in a regional peer context.
• Explore Group: New Zealand-based ferry and tour operator running scheduled passenger ferry services to islands and scenic cruises. While geographically separate, it operates a comparable model of island ferry services bundled with tours and equipment hire.
• Fantasea Cruises: Australian ferry and cruise operator serving the Gold Coast and other Queensland markets. Operates similar passenger ferry and tourism cruise services but in a different geography from Rottnest Express.
• Matilda Bay Cruises: Perth-based cruise operator on the Swan River and surrounding waters. While focused on dining cruises rather than ferry transport, it competes for the same Perth tourism market and serves overlapping customer segments.

Broad incumbents

• Captain Cook Cruises: Operates cruise and ferry services in multiple Australian markets including Sydney Harbour and Perth's Swan River. While broader in scope, it overlaps with Rottnest Express on Perth cruise routes and tourism ferry services.
• Spirit of Tasmania: Tasmanian ferry operator running passenger and vehicle ferry services across Bass Strait. While serving a different route and customer base, it is functionally and operationally comparable as a major Australian passenger ferry operator.
• Searoad Ferries: Operates vehicle and passenger ferry services across Port Phillip Bay and Bass Strait in Victoria. While geographically separate, it is functionally comparable as an Australian passenger ferry operator bundling experiences and serving tourism markets.

Direct peers

• Rottnest Fast Ferries: Direct competitor operating fast ferry services to Rottnest Island from Hillarys Boat Harbour in Perth's northern suburbs. Provides an alternative departure point with competitive pricing on the same destination, working the same customer base.
• SeaLink / Kelsian Group: Kelsian Group (formerly SeaLink) operates passenger ferry services across Australia, including Rottnest Island routes from Perth and Fremantle. It is the most direct competitor to Rottnest Express on the Rottnest Island passenger ferry corridor and competes on similar routes and customer segments.

Others

• Journey Beyond: Parent company of Rottnest Express and one of Australia's largest experiential tourism operators. While not a peer in the competitive sense, it is the ecosystem owner and provides cross-sell context for Rottnest Express's broader tourism strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rottnestexpress
• Instagraminstagram.com/rottnestexpress
• Xx.com/rottnestexpress
• LinkedInlinkedin.com/company/rottnest-express

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Rottnest Express