What Experience Oz does

Experience Oz Pty Ltd is an Australian direct-to-consumer e-commerce marketplace for tours, attractions and activities across Australia and New Zealand, founded in 2005 and operated as part of the Big Red Group conglomerate alongside brands such as RedBalloon. The platform aggregates more than 4,000 experiences across 50 regions — covering theme parks, wildlife sanctuaries, adventure activities, dining cruises and sightseeing tours — and supports online booking, phone bookings (363 days/year), live chat, and a B2B 'Local Agent' product for accommodation providers and travel agents to on-sell experiences.

The underlying technology is a PCI-DSS v3.2.1 SAQ A-EP compliant e-commerce booking platform with 256-bit SSL encryption, real-time availability checking across the catalog, mobile-compatible digital ticketing with instant voucher delivery, and payment integrations including Visa, Mastercard, Afterpay and ZipPay. Supporting products include Gift Vouchers (preset $100–$300 or custom denominations, 5-year validity), Experience Vouchers, an optional Cancellation Guarantee, and affiliate/influencer/tourism-organisation partner programmes managed via the Impact platform.

Monetisation combines multiple streams: transaction fees on experience voucher sales, gift voucher sales, B2B platform fees from Local Agent partners, and affiliate/partner commissions. Customer acquisition is dominated by owned channels — 160,000+ email subscribers, 133,000+ Facebook followers, 33,500+ Instagram followers and SEO dominance for regional 'things to do' queries — supplemented by promotional codes, content marketing on the Experience Oz blog, and influencer collaborations. Revenue, headcount and funding are not publicly disclosed, and no venture rounds appear in the supplied material.

Name

Experience Oz

Legal name

Experience Oz Pty Ltd

Website

https://experienceoz.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Experience Oz is an Australia and New Zealand online marketplace that aggregates 4,000+ tours, attractions and activities for individual travelers, families, and B2B accommodation and travel-agent partners who on-sell experiences through its Local Agent platform.

Ownership category

akta.pro rank

Product category

Online Travel Experiences Marketplace

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industries

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH), Wholesale Travel Product Aggregators (Multi-Supplier B2B Aggregation) (THAKAJAI)

Keywords

• Travel experience marketplace
• Tours and attractions
• Gift vouchers
• B2B travel platform
• Australian tourism booking

Headquarters

HQ city

Surfers Paradise

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Experience Voucher Sales: Revenue from selling experience vouchers and tickets to consumers for tours, attractions, and activities. Consumers purchase vouchers online or via phone, and Experience Oz acts as an agent selling on behalf of experience providers. Transaction fees may apply depending on payment method.
2. Gift Voucher Sales: Revenue from selling gift vouchers with dollar values ($100-$300) that can be used as currency to purchase experiences. Gift vouchers valid for 5 years from purchase date.
3. Affiliate/Partner Commissions: Revenue share arrangements with affiliate partners, content creators, and loyalty program partners who drive bookings to the platform
4. B2B Platform Licensing (Local Agent): B2B platform fees from accommodation providers, tour desks, agents, and travel retail stores that on-sell tours and attractions through Experience Oz Local Agent

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Experience Oz runs an online marketplace that aggregates more than 4,000 tours, attractions and experiences across 50 regions in Australia and New Zealand, selling them directly to consumers via experience and gift vouchers and distributing them to businesses through its Local Agent B2B platform and an affiliate program. The company handles booking, voucher issuance, payment processing (PCI-DSS compliant), and post-sale customer support for both individual travellers and trade buyers.

Product overview

Experience Oz operates a marketplace platform for tours, attractions, and activities across Australia and New Zealand. The core offering is the booking platform enabling customers to discover and purchase experiences. Key products include Gift Vouchers (digital vouchers in preset or custom amounts) and Experience Vouchers (for specific experiences), both valid for 5 years. The company also offers B2B solutions through Local Agent (a platform for accommodation providers and travel agents to on-sell tours) and various partner programs including an Affiliate Program (via Impact platform), Promotional Partner Program, and Influencer Collaboration Program. Additional features include a Cancellation Guarantee for qualifying circumstances.

Differentiator

Problem solved

Functional benefit

Products and services

• Experience Oz Booking Marketplace Online consumer marketplace selling 4,000+ tours, attractions and experiences across 50 regions of Australia and New Zealand via experience vouchers; handles booking, payment (PCI-DSS compliant) and e-voucher fulfilment. Targeted at individual travellers and families.
• Gift Vouchers Fixed-denomination gift vouchers redeemable across the catalogue of 4,000+ experiences, designed for purchasers who do not yet know the recipient's preferred date. Marketed under the brand line "the gift of experience" or equivalent.
• Local Agent B2B Platform B2B platform for accommodation providers, tour desks, retail travel agents and inbound operators to on-sell 4,000+ tours and attractions to their guests via a user-friendly interface serving both local and international customers.
• Affiliate Program

Quantifiable outcome

• 4,000+ experiences across 50 regions in Australia and NZ
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Tourism and Events QueenslandcoreGTM or Marketing Partner · 17 June 2026Partnership for Queensland Regional Rewards campaign offering $100 off eligible regional Queensland experiences when spending $200+. Limited-time promotion running promotional period from June 2026 for travel until October 2026. Aims to drive tourism to regional Queensland destinations.
• RACQcoreGTM or Marketing Partner · 17 June 2026Partnership with RACQ for Queensland Regional Rewards campaign, offering $100 off regional Queensland experiences. RACQ members can access exclusive deals through Experience Oz platform for Queensland tourism experiences.
• Big Red GroupcoreStrategic or Co-development PartnerParent company entity. Experience Oz is owned and operated by Experience Oz Pty Ltd (ABN 28 632 532 579), part of the Big Red Group family. The Big Red Group includes related bodies corporate such as RedBalloon, Mangoberry, Marketics, and others. Privacy policy and terms reference Big Red Group branding and policies.
• UNiDAYS and Student BeansminorGTM or Marketing PartnerStudent verification partners enabling Experience Oz to offer 10% student discount. Students subscribe and verify status through these platforms to access exclusive discounts on experiences.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Klook: Asia-Pacific-focused online booking marketplace for tours, attractions, and experiences. Highly comparable to Experience Oz in product/offering (experiences marketplace), target customer (travelers and families), and business model (B2C booking + affiliate/partners), though Klook is global and app-first whereas Experience Oz is ANZ-centric.
• GetYourGuide: Global tours and activities marketplace with significant Australian and New Zealand inventory. Comparable to Experience Oz on product, customer segment, and digital-first booking model, with stronger international brand and supplier breadth.
• RedBalloon: Australian experience gift marketplace and a sister brand within the Big Red Group alongside Experience Oz. Closest comparable in geography, customer base (Aussie families), and experience gifting product, and effectively a domestic overlap on many of the same 4,000+ operators.
• Viator: Tripadvisor-owned global marketplace for tours, activities, and attractions with strong ANZ inventory and an app-first experience. Direct competitor to Experience Oz in product category, customer base, and marketplace model, with greater scale and global SEO authority.
• Adrenaline: Australian adventure and experience booking marketplace covering local tours, attractions, and activities. Comparable to Experience Oz in product category (experiences marketplace), target customer (Aussie travelers), and DTC booking model, though with a heavier tilt to adventure/skills-based experiences.

Emerging players

• Fever: Global experiences and events marketplace with growing ANZ presence. Comparable in product (experiences marketplace) and category (leisure activities), but skews more toward events and urban experiences; competitor for inventory and consumer mindshare in the same regions.
• KKday: Asia-Pacific tours and activities marketplace with growing Australian/New Zealand inventory. Comparable in product (experiences booking) and APAC traveler focus, though smaller and more Asia-anchored than Experience Oz; emerging competitive threat for ANZ outbound traveler share.

Broad incumbents

• Airbnb Experiences: Airbnb's online experiences marketplace offering bookable local experiences alongside stays. Comparable in product category and digital-first booking model, but hosted within an accommodation super-platform with a global brand and a different (host-led) inventory model.
• Helloworld Travel: Australian-headquartered travel retailer and tour operator offering tours, attractions, and holiday packages domestically. Comparable in customer base (ANZ travelers) and tour/attraction product, though anchored in traditional retail distribution rather than a pure digital marketplace.
• Booking.com Experiences: Experiences vertical within Booking.com, the world's largest accommodation OTA. Overlaps with Experience Oz in product (tours/attractions), customer base (travelers), and booking technology, but is a horizontal extension of an accommodation incumbent rather than a specialist ANZ experience marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Experience_Oz
• Facebookfacebook.com/ExperienceOz
• Instagraminstagram.com/experienceoz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Experience Oz