Equity Travel Group

What Equity Travel Group does

Equity Travel Group is a Sydney-headquartered inbound tour operator founded in 2003 that specialises in serving travellers from Greater China (China, Taiwan, Hong Kong) visiting Australia. The company operates a portfolio of six brands — EnjoyAus.com (B2C leisure travel website with strong organic presence in Greater China and East Asia), EnjoyAus Coaches (exclusive coach charter services), Equity Travel Wholesale (B2B distribution to travel trade partners), Enjoyaway (outbound travel for Australian residents), Luxuryaus (luxury holiday experiences), and Equity Meetings & Events (corporate event and incentive travel management) — collectively addressing inbound leisure, B2B wholesale, premium, corporate incentive, and outbound segments from three offices in Sydney, Gold Coast, and Guangzhou.

The underlying platform is a web-based travel booking and management operation supported by in-house web design, development, and marketing capabilities. The Australian offices are IATA-accredited and the business holds ATAS accreditation, enabling it to act as a full-service travel agency handling any request. Distribution is multi-channel: direct-to-consumer via EnjoyAus.com, wholesale through Equity Travel Wholesale to national household-name travel operators in China/Taiwan/Hong Kong, and direct enterprise sales for corporate events and incentive programmes with named clients across technology, automotive, healthcare, direct selling, and government sectors.

Revenue is generated through transaction fees on inbound tour packages (group tours, coach charters, accommodation, attractions, dining, cruises, scenic flights), professional services fees for event and incentive travel management, and margin on wholesale distribution. The company works closely with Tourism Australia and every Australian state/regional tourism body, advising these organisations on China-market matters while securing access to new products and destination information. Pricing is quote-based and tailored to client requirements rather than published, and the company is privately held with no disclosed external funding or parent company.

Name

Equity Travel Group

Legal name

Equity Travel Group

Website

https://equitytravel.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Equity Travel Group is a Sydney-based inbound tour operator founded in 2003, serving Chinese travellers visiting Australia through six specialised brands covering B2C leisure, B2B wholesale, luxury, coach charters, corporate events, and outbound travel from offices in Sydney, Gold Coast, and Guangzhou.

Ownership category

akta.pro rank

Product category

Inbound Tour Operator Services

NAICS

Tour Operators (561520), Travel Agencies (56151), Charter Bus Industry (48551)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industries

Wholesale Distribution Platforms & Switches (B2B Booking Engines/Marketplaces) (THAKAJAG), Outbound International Retail Travel Agencies (THAKABAI)

Keywords

• Inbound tour operator
• Coach charter services
• Incentive travel management
• Leisure travel packages
• Corporate event planning

Headquarters

HQ city

Pyrmont

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Inbound Tour Operations: Full-service inbound tour operator handling travellers visiting Australia, including group tours, coach charters, accommodation, attractions, and comprehensive holiday packages
2. Coach Charters: Exclusive charter services for small groups or individuals via Enjoyaus Coaches brand
3. Event and Incentive Travel Management: Event planning and management services including incentive programmes, delegate management, venue sourcing, and housing management for corporate clients
4. Luxury/VIP Group Services: Premium holiday experiences for high-end travellers via Luxuryaus brand
5. Outbound Travel: Travel services for individuals and groups departing Australia to destinations worldwide via Enjoyaway brand
6. Wholesale Distribution: Distribution of Australian travel products through B2B channels to travel agents and operators in Greater China

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Equity Travel Group is an Australian inbound tour operator that builds and delivers travel packages, coach charters, corporate event and incentive programmes, luxury/VIP experiences, and outbound holidays for travellers from Greater China visiting Australia and for Australian residents travelling abroad. Distribution is via a B2C consumer website (EnjoyAus.com), a B2B wholesale channel (Equity Travel Wholesale), and direct sales through IATA-accredited offices in Sydney and Gold Coast, with a Guangzhou office supporting source-market operations.

Product overview

Equity Travel Group operates as a portfolio of specialized travel brands rather than a single unified product. The core platform comprises inbound tour operations serving the China/Greater China market, supported by sub-brands that address distinct travel segments: EnjoyAus.com (B2C leisure for Greater China), EnjoyAus Coaches (coach charters), Equity Travel Wholesale (B2B distribution), Enjoyaway (outbound travel for Australians), Equity Meetings & Events (corporate event management), and Luxuryaus (luxury Australian holidays). The brands share resources including IATA-accredited Australian offices, in-house web development and marketing expertise, and a network of tourism suppliers across Australia.

Differentiator

Problem solved

Functional benefit

Brands

• Enjoyaus: B2C leisure travel site for Greater China and East Asia offering travel experiences in Australia for independent travelers
• Enjoyaus Coaches
• Equity Travel Wholesale
• Enjoyaway
• Luxuryaus
• Equity Meetings & Events

Products and services

• EnjoyAus.com B2C leisure travel website for independent travellers from Greater China and East Asia exploring Australia.
• EnjoyAus Coaches Exclusive coach charter services for small groups or individuals in Australia.
• Equity Travel Wholesale B2B wholesale distribution of Australian travel products to travel agents and operators in Greater China.
• Enjoyaway Tailor-made outbound travel experiences for Australian residents to destinations worldwide.
• Equity Meetings & Events Corporate event planning and management services including incentive programmes, delegate management, venue sourcing, and housing management for enterprise clients.
• Luxuryaus Luxury holiday experiences in Australia for high-end travellers.

Quantifiable outcome

• Thousands of travellers visit Australia under their care each year

Named customers8 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Tourism AustraliacoreStrategic or Co-development PartnerEquity Travel Group works closely with Tourism Australia, advising on China/Greater China matters whilst taking on board new products, trends and information. This partnership provides market intelligence and destination marketing support.
• Tourism Western AustraliaminorStrategic or Co-development PartnerState tourism organisation partner providing destination marketing and product information for Western Australia operations
• South Australia Tourism CommissionminorStrategic or Co-development PartnerState tourism organisation partner for South Australia destination promotion and product access
• Tourism NT (Northern Territory)minorStrategic or Co-development PartnerState tourism organisation partner for Northern Territory destination marketing and product partnerships
• Brisbane MarketingminorStrategic or Co-development PartnerCity/regional tourism partner for Brisbane and surrounding Queensland areas
• Destination Gold CoastminorStrategic or Co-development PartnerRegional tourism organisation partner for Gold Coast destination promotion and accommodation partnerships
• Tourism Events of QueenslandminorStrategic or Co-development PartnerState tourism body for Queensland events and tourism experiences
• Destination NSWminorStrategic or Co-development PartnerState tourism organisation partner for New South Wales destination marketing
• Visit VictoriaminorStrategic or Co-development PartnerState tourism organisation partner for Victoria destination promotion
• Tourism TasmaniaminorStrategic or Co-development PartnerState tourism organisation partner for Tasmania destination marketing
• Australian Travel Accreditation Scheme (ATAS)minorOthersAccreditation scheme providing quality assurance for travel services

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• APT (Australian Pacific Touring):

Regional players

• QBT Group: Queensland-based inbound tour operator with strong coach charter and group tour capability; regional peer with similar Asia-to-Australia focus and shared customer base.
• China Travel International (Hong Kong): Hong Kong-based travel group serving mainland Chinese outbound travellers with Australia and global tour products; comparable source-market alignment but operates from the China side rather than Australia.

Broad incumbents

• Trip.com Group: Major Chinese-headquartered OTA that increasingly offers direct booking and packaged tours to Australia; a disintermediation risk to traditional inbound operators like Equity Travel.
• Corporate Travel Management (CTM): Larger publicly listed Australian corporate travel management company with extensive event, incentive, and group capabilities; competes with Equity Meetings & Events for enterprise clients.

Direct peers

• Tour East Australia: Destination management company specialising in inbound tours for Asian markets to Australia and New Zealand, with corporate incentive and event capabilities; direct competitor in the same niche.
• Viva! Holidays: Australia-based inbound tour operator serving Chinese and Asian travellers with packaged holidays, group tours, and coach content; overlaps with Equity Travel's EnjoyAus and group tour offerings.
• ATS Pacific: Inbound tour operator and destination management company in Australia serving Asian source markets, particularly China; closely comparable in product scope and target customers.
• Odyssey Travel: Australian travel company operating inbound tours and group travel for Asian source markets; comparable in scale and product mix, including coach and incentive travel.
• AOT Group (Australia & Overseas Travel): Australian inbound and outbound tour operator with similar China source-market focus and multi-brand structure; competes directly for Chinese leisure and incentive travellers to Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/enjoyaus

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 Equity Travel Group