What Journeys by Design does

Journeys by Design is a privately held, Melbourne-based luxury bespoke travel agency operating across Australia. The firm designs personalized, end-to-end itineraries for affluent individual travelers, handling itinerary creation, VIP airport transfers, luxury accommodations, private guided tours, and 24/7 in-trip support. Distribution is exclusively through appointment-based consultations with Journey Designers located in five Australian cities (Albert Park, Canterbury, Diamond Creek, Adelaide, and Redcliffe); there is no online self-serve booking channel.

The company's product portfolio is organized around a core bespoke agency and three sub-brands: Japan by Design (curated Japan itineraries including the Art Islands and Japan Classic Trio tours), Soul Wander Retreats (wellness retreats combining yoga, meditation, breathwork, and cultural immersion, with active offerings in Japan and an upcoming Africa retreat), and Beyond The Trail (running and trail adventure trips, anchored by the Vietnam Trail Adventure). Supporting marketing assets include a destination blog, a newsletter, an interactive Typeform-based trip planner, and a social media presence. The firm is ATAS-accredited (2024) and operates without any disclosed external funding.

Revenue is generated as a travel intermediary through commissions on booked travel services, service fees, and change/refund processing fees (charged at $50/hour plus GST), supplemented by margins on packaged retreat and adventure offerings (e.g., the Vietnam Trail Adventure at $3,998 per person twin-share). The customer base is B2C, with no named enterprise clients or corporate travel accounts disclosed. The leadership team is led by Managing Director Hayley O'Rourke (23 years of industry experience), with sub-brand co-founders Tina Bruce (Soul Wander), Bec Tonkin, and Dan (Beyond The Trail) operating semi-autonomously within the parent structure.

Name

Journeys by Design

Legal name

Journeys by Design

Website

https://journeysbydesign.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Journeys by Design is a privately held Australian luxury bespoke travel agency that designs personalized itineraries for affluent travelers via appointment-based Journey Designers across Victoria, South Australia, and Queensland, operating sub-brands for Japan travel, wellness retreats, and running adventures.

Ownership category

akta.pro rank

Headquarters

HQ city

Canterbury

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales

Revenue model

1. Travel Advisory and Booking Services: The company acts as an intermediary arranging travel services on behalf of principals (airlines, hotels, tour operators). Revenue comes from commissions, service fees, and fees for changes and refunds.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Journeys by Design is an Australian luxury bespoke travel agency that designs and books personalized, end-to-end travel itineraries for affluent individual travelers. Service spans itinerary creation, accommodation booking, VIP airport transfers, private guided tours, exclusive experiences, and post-trip support, delivered through dedicated Journey Designers. The portfolio includes three specialized sub-brands: Japan by Design (Japan-focused curated journeys), Soul Wander Retreats (wellness retreats combining yoga, meditation, breathwork, and hiking), and Beyond The Trail (running and trail adventure trips).

Product overview

Journeys by Design is a luxury bespoke travel agency offering a portfolio of specialized travel brands and trip packages. At its core, it provides personalized travel planning services as a unified agency. The product portfolio consists of three main sub-brands: Japan by Design (specialized Japan travel), Soul Wander Retreats (wellness retreats combining yoga, meditation, breathwork, and hiking), and Beyond The Trail (running and active adventure trips). Under these brands, the company sells specific trip packages such as the Vietnam Trail Adventure, Art Islands of Japan, and the Soul Wander Retreat Japan. The company also offers an interactive online trip planner tool, a travel blog with destination content, and a newsletter subscription service. All offerings are coordinated through the main Journeys by Design agency, which handles the full travel design lifecycle from itinerary creation through post-trip support.

Differentiator

Problem solved

Functional benefit

Brands

• Japan by Design: Hand-crafted journeys through Japan, balancing iconic destinations with quieter, lesser-known places for a deeper exploration experience.
• Soul Wander Retreats
• Beyond The Trail

Products and services

• Journeys by Design Bespoke Travel Agency A luxury bespoke travel agency that designs and books personalized, end-to-end travel experiences for affluent individual clients, covering itinerary creation, VIP airport transfers, luxury accommodations, private guided tours, exclusive experiences, and post-trip support. Sold via consultation with a dedicated Journey Designer.
• Japan by Design Specialized hand-crafted travel sub-brand offering curated journeys through Japan that balance iconic destinations with quieter, lesser-known locations for a deeper exploration of the country. Sold via consultation with Journey Designers and via dedicated Japan itineraries such as Japan Classic Trio, Magical Japan With Family, and Art Islands Japan.
• Soul Wander Retreats Wellness-focused retreat sub-brand offering structured immersive retreats that combine yoga, meditation, breathwork, and hiking with cultural experiences for personal transformation. Sold via dedicated dated retreat packages (e.g., Soul Wander Retreat Japan, Soul Wander Retreat Africa).
• Beyond The Trail Active travel sub-brand offering running and trail-based adventure trips across various terrains and countries, combining fitness challenges with cultural experiences, R&R, and entertainment. Sold via dedicated adventure packages such as the Vietnam Trail Adventure.
• Vietnam Trail Adventure A 10-day running adventure in Vietnam combining participation in the Vietnam Trail Marathon with cultural touring of Halong Bay, Mai Chau, and Ninh Binh. Priced at A$3,998 per person (twin/double share) with a A$1,200 single supplement; includes accommodation, private transfers, meals, entrance fees, 21km race fee, English-speaking guide, and tailored training plan.
• Art Islands of Japan (Trip Package) A 9-day guided tour exploring Japan's Art Islands, featuring peaceful rural towns, scenic walking paths, and museums tucked away on islands in the sea, sold under the Japan by Design sub-brand.
• Soul Wander Retreat Japan (Izu Peninsula) An 8-day all-inclusive wellness retreat on the Izu Peninsula, Japan, featuring onsen, hiking, yoga, breathwork, and cultural activities at Jigenin Zen Temple, sold under the Soul Wander Retreats sub-brand.
• Soul Wander Retreat Africa Upcoming Africa-based wellness retreat under the Soul Wander Retreats sub-brand, with registrations open for 2025.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ATAS (AFTA Travel Accreditation Scheme)coreOthersJourneys by Design is an accredited ATAS member. The AFTA Travel Accreditation Scheme sets the benchmark of quality for the travel industry in Australia, elevating standards through increased participation and raising consumer awareness of booking through accredited agents.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Insider Journeys: Australian small-group and tailor-made Asia specialist; comparable in regional focus (Asia including Japan and Vietnam) and bespoke design service, overlapping with Journeys by Design's Japan by Design and Beyond The Trail offerings.

Direct peers

• Black Tomato: Boutique luxury experiential travel company specializing in bespoke itineraries and unique experiences; comparable to Journeys by Design in emphasis on off-the-beaten-path access, design-led itineraries, and high-touch service.
• Audley Travel: UK-headquartered bespoke tailor-made travel company with regional offices and country specialists; comparable to Journeys by Design in dedicated country expertise (e.g., Japan specialists), high-touch consultation model, and premium pricing.
• Luxury Escapes: Australia-headquartered curated luxury travel platform selling high-end packages; comparable to Journeys by Design in target customer (affluent Australian travelers) and luxury positioning, though operating at much larger scale via an online model.
• Scott Dunn: Luxury tailor-made tour operator with curated worldwide itineraries and dedicated specialists; comparable to Journeys by Design's bespoke design philosophy, premium pricing, and multi-country product portfolio.
• TravelManagers Australia: Australian home-based travel agency network with personal travel managers providing bespoke service; closely comparable to Journeys by Design's high-touch consultative, appointment-based model for Australian luxury clients.

Broad incumbents

• Flight Centre Travel Group: Largest Australian travel retailer offering premium and luxury product lines alongside mass-market travel; comparable as an Australian incumbent that competes for the same high-end customer wallet share, with overlapping destination coverage including Japan.
• Intrepid Travel: Australian-founded global adventure travel company with experiential and sustainable travel products; comparable as a regional incumbent in experiential travel, though positioned at lower price points than Journeys by Design's luxury segment.
• Abercrombie & Kent: Global luxury travel company offering tailor-made and small-group journeys worldwide; comparable to Journeys by Design's luxury positioning, destination depth, and premium supplier relationships, but at significantly larger scale.

Regional players

• World Expeditions: Australian small-group adventure travel operator with trekking, cycling, and cultural trips; comparable to the Beyond The Trail sub-brand for adventure and trail-running customer overlap in the Australian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/journeys_design

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Journeys by Design