Australian Traveller Media

What Australian Traveller Media does

Australian Traveller Media Pty Ltd (ACN 113 975 438) is an Australian founder-owned travel media company headquartered in Surry Hills, NSW. Founded in May 2005 by Quentin Long and Nigel Herbert, the company publishes Australian Traveller, a quarterly print and digital magazine covering more than 170 Australian destinations, and operates australiantraveller.com, self-described as Australia's #1 domestic travel website. The company also owns International Traveller, a sister magazine and website launched in 2012 that targets outbound Australian travellers.

The business is built on a WordPress-based content management system supporting long-form editorial, an integrated 'Ask AT' AI chatbot for travel advice, a JWT-based digital magazine access platform, and a secure subscription checkout. Distribution spans national newsagents and supermarkets, selected hotels and airline lounges, the company's owned subscription storefront, and third-party agencies including Magshop and iSubscribe. Revenue is generated through six documented streams: print subscriptions, digital subscriptions, digital advertising, sponsored content and brand collaborations, affiliate marketing, and back-issue and bundle sales. Pricing ranges from A$9.95 per year for digital-only access to A$139.95 for a three-year bundle combining Australian Traveller and International Traveller, with auto-renewal and gift subscription options.

The company employs 25-30 staff across editorial, advertising sales, development, and marketing, supported by a network of 90+ freelance travel writers and contributors. The customer base is primarily individual Australian consumers planning domestic travel, with a secondary B2B segment of tourism operators, destinations, and travel brands buying advertising and native campaign placements. The company is privately held with no disclosed external investment and has not undergone leadership changes, recapitalizations, or material restructuring during its operating history.

Name

Australian Traveller Media

Legal name

Australian Traveller Media Pty Ltd

Website

https://australiantraveller.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Australian Traveller Media is a privately held Australian travel media company that publishes the Australian Traveller and International Traveller magazines and websites, serving Australian consumers planning domestic and outbound travel with curated editorial content, subscriptions, and advertising solutions.

Ownership category

akta.pro rank

Product category

Travel Media and Publishing

NAICS

Travel Agencies (56151)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Travel & Outdoors Magazines (MPAJAEAH)

Keywords

• Travel magazine publishing
• Domestic travel content
• Travel media advertising
• Digital magazine subscriptions
• Sponsored travel content

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Print Magazine Subscriptions: Quarterly print magazine subscriptions sold directly and through third-party agencies, with complimentary digital access included. Print subscriptions range from $29.95/year (4 issues) to $74.95 for 3 years (12 issues).
2. Digital Magazine Subscriptions: Digital-only magazine access via dedicated JWTLogin platform. Pricing from $9.95/year (digital only) up to $23.95 for 3 years. Digital access included free with print subscriptions.
3. Digital Advertising: Banner advertisements, sponsored listings, and display ads on the australiantraveller.com website. Advertisements are clearly marked as 'Sponsored', 'Advertisement', or 'Paid Partnership'.
4. Sponsored Content & Brand Collaborations: Sponsored articles and collaborative content projects with tourism organisations, destinations, and travel brands. Content is created under editorial direction with full transparency disclosures. Revenue generated through payment or complimentary experiences.
5. Affiliate & Native Content: Native campaigns and affiliate marketing within content, with transparent disclosure using tags such as #AffiliateLink. Revenue from commission-based recommendations embedded in editorial content.
6. Back Issues & Bundles: Sale of individual print back issues (where available) and bundled subscription packages combining Australian Traveller and International Traveller magazines at discounted rates.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Australian Traveller Media publishes a quarterly print and digital travel magazine covering 170+ Australian destinations, operates australiantraveller.com (Australia's #1 domestic travel website) with an AI-powered chatbot ('Ask AT') for travel advice, and sells print and digital subscriptions directly and via third-party agencies. The company also produces sponsored content, native advertising campaigns, and affiliate marketing for tourism operators and travel brands targeting Australian domestic travellers, alongside a sister publication International Traveller for outbound travel.

Product overview

Australian Traveller Media operates a multi-platform travel media business consisting of Australian Traveller Magazine (print and digital), the australiantraveller.com website with AI-powered chatbot ('Ask AT'), International Traveller Magazine and Website, digital subscription services with archive access, and native advertising/campaign services. The core offering is curated Australian travel content delivered through print magazine, digital editions, and the website, supported by AI-powered conversational travel advice and advertising solutions for travel brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Australian Traveller Magazine (Print and Digital) Australia's biggest-selling print and digital travel magazine delivered quarterly, featuring award-winning long-form narratives, travel photography, accommodation recommendations, culinary and cultural news, and travel itineraries across 170+ Australian destinations. Sold via subscriptions and through newsagents and supermarkets nationwide.
• Australian Traveller Website (australiantraveller.com) Australia's #1 domestic travel website featuring curated travel content, destination guides, accommodation recommendations from luxury escapes to free camping, food and drink establishments, travel experiences, itineraries, deals, and local event information. Includes the 'Ask AT' AI chatbot for conversational travel advice.
• Digital Magazine Subscription with Archive Access JWT-based digital platform providing subscribers with access to current magazine editions and a digital archive of the last 20 issues. Digital-only subscriptions priced from $9.95/year and complimentary with all print subscriptions.
• International Traveller Magazine and Website Sister publication launched in 2012 for outbound Australian travellers, offering authoritative, accessible, informative, and entertaining content for international travel. Operates as a wholly-owned adjacent subsidiary.
• Native Campaigns and Sponsored Content Branded content creation service where Australian Traveller produces editorial-style sponsored content and collaborative content projects for tourism operators, destinations, and travel brands, with revenue from payment or complimentary experiences.
• Display Advertising Services Banner advertisements, sponsored listings, and display ads on the australiantraveller.com website targeting an engaged Australian domestic travel audience.

Quantifiable outcome

• Australian Traveller became Australia's biggest-selling travel magazine within 12 months of launch
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• East Arnhem TourismminorGTM or Marketing PartnerAustralian Traveller published editorial content about East Arnhem destinations in partnership with East Arnhem tourism organisations. Content was produced in partnership with East Arnhem (visiteastarnhem.com.au), featuring sponsored editorial coverage of the region's attractions, culture, and experiences.
• NRMA Parks and ResortsminorGTM or Marketing PartnerAustralian Traveller published content featuring NRMA Parks and Resorts properties in Tasmania, produced in partnership with NRMA Resorts (nrmaparksandresorts.com.au). Content included sponsored editorial about accommodation options at Cradle Mountain, Freycinet Lodge, Pumphouse Point, Strahan Village, and Port Arthur Holiday Park.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TripAdvisor: TripAdvisor is the dominant user-generated travel reviews and discovery platform competing for the same Australian travel-research audience but at vastly larger scale and a different (UGC-led, not editorial-led) model.
• National Geographic Travel: National Geographic Travel extends a global media brand into a travel content vertical combining long-form storytelling, photography, and destination guides — operating at much larger scale than Australian Traveller but addressing similar premium, inspiration-led travel readers.

Direct peers

• Condé Nast Traveler: Condé Nast Traveler is a globally distributed premium travel magazine and website with long-form travel journalism and a digital-first subscription model — closely mirroring Australian Traveller's premium editorial voice and subscription/product mix.
• Escape (News Corp Australia): Escape is News Corp Australia's Australian-focused travel media brand (newspaper section + escape.com.au), directly competing with Australian Traveller for the same domestic travel audience, advertisers, and editorial voice. Both target Australians planning holidays within Australia.
• AFAR Media: AFAR is a US-based print magazine and digital travel publication with the same multi-platform model as Australian Traveller — premium editorial, award-winning design, paid subscriptions, and native branded content for advertisers. Comparable niche travel publishing business.
• Wanderlust Magazine: Wanderlust is the UK's leading independent travel magazine targeting discerning travellers with destination features and responsible-travel editorial, paralleling Australian Traveller's independent-voice niche positioning and reader-paid model.
• Lonely Planet: Lonely Planet is a global travel content and guidebook brand with destination guides, editorial content, and digital products for independent travellers — overlapping Australian Traveller's content-driven model and audience of independent travel planners.
• Travel + Leisure: Travel + Leisure is a long-running monthly travel magazine and website reaching a broad consumer audience with destination coverage, hotel reviews, and itinerary features. Direct competitive analogue to Australian Traveller's print-plus-website offering.
• Rough Guides: Rough Guides is a long-established UK-based travel content and guidebook publisher focused on independent travellers, with a digital and book product mix echoing Australian Traveller's curated editorial approach.

Emerging players

• Broadsheet (Travel): Broadsheet is an Australian digital lifestyle and travel publication with city-focused editorial and sponsored content targeting a similar culturally-engaged Australian consumer audience, partial competitor for both readership and native advertising spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 Australian Traveller Media