What Travellers Choice does

Travellers Choice is an Australian member-owned network of independent travel agencies headquartered in East Perth, Western Australia, founded circa 1975. The network comprises over 125 ATIA-accredited travel agents distributed across Australia's capital cities, metropolitan and regional areas, providing personalised travel consultation, itinerary design, and booking services to Australian consumers across leisure categories including flights, hotels, cruises, tours, self-drive, rail, and luxury packages.

The company's product surface consists of three layers. First, the agent network itself is the primary distribution channel and competitive product, delivering curated advisory services that the company positions as unbiased relative to tied or commissioned alternatives. Second, the TC-One online booking engine (travellerschoicetravelcentre.tc-one.com.au) provides self-service access to over 1.5 million hotels and apartments worldwide plus car hire and transfers. Third, a content layer (Discover Magazine, travel blog, email newsletter) drives top-of-funnel demand into the network. Core commercial relationships include memberships with ATIA, IATA, and CLIA, which confer accreditation, airline ticketing rights, and cruise line access respectively.

Travellers Choice earns revenue on a transaction-fee basis, collecting commissions and fees on bookings processed by member agents across flights, accommodation, cruises, tours, and packaged holidays. Pricing is per-person and varies materially by package (examples range from A$1,035 per person for a Fleurieu Explorer short break to A$18,836 per person for a 25-day Grand Voyage cruise). The member-owned cooperative structure — where agents participate in financial rewards based on support and shareholding — is the central governance and capital model, with no external institutional investors, funding rounds, or acquisitions disclosed.

Name

Travellers Choice

Legal name

Travellers Choice

Website

https://travellerschoice.com.au

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Travellers Choice is a member-owned Australian network of over 125 independent ATIA-accredited travel agents, headquartered in East Perth, providing personalised travel consultation, holiday packages, and online booking (TC-One) to Australian leisure travellers across global destinations.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Travel Agencies (561510), Tour Operators (561520)

SIC

Transportation Services (4700)

akta.pro primary industry

Leisure & Generalist Retail Travel Agencies (THAKABAA)

akta.pro secondary industry

Family & Multigenerational Travel Agencies (THAKAFAD)

Keywords

• Travel agency services
• Holiday packages
• Cruise bookings
• Travel advisory
• Booking services

Headquarters

HQ city

East Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Travel Agency Services and Holiday Package Sales: Travellers Choice functions as a network of independent travel agents who earn commissions and fees from booking travel services including flights, hotels, cruises, tours, car hire, and holiday packages for consumers. The company provides financial rewards to agents based on support and shareholding.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Travellers Choice is a member-owned national network of over 125 independent, ATIA-accredited travel agents operating across Australia's capital cities, metropolitan and regional areas. The network delivers personalised travel consultation, holiday planning, and booking services for flights, hotels, cruises, tours, car hire, transfers, and curated holiday packages, supplemented by an online booking engine (TC-One) that provides access to over 1.5 million hotels and apartments worldwide.

Product overview

Travellers Choice is a member-owned national network of independent travel agents in Australia, operating as a travel agency platform rather than a unified software product. The core offering consists of the agent network providing personalised travel advisory services, supplemented by an online booking platform (TC-One) for hotels, flights, car hire, and transfers. The product portfolio includes curated holiday packages across global destinations, specialised travel experiences (tours, cruises, self-drive, rail, luxury), and a travel inspiration magazine. The network connects consumers with over 125 independent ATIA-accredited agents who provide unbiased advice and booking support across all travel categories.

Differentiator

Problem solved

Functional benefit

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Australian Travel Industry Association (ATIA)coreOthersEvery agent in the Travellers Choice national network holds ATIA Accreditation from the Australian Federation of Travel Agents. The company displays the ATIA Accredited badge and is listed as a member of ATIA, conferring industry credibility and adherence to professional standards. ATIA Accredited No. A10430.
• IATAcoreOthersTravellers Choice is a member of IATA (International Air Transport Association), enabling the company and its agents to access airline ticketing and other air travel industry services.
• CLIA (Cruise Lines International Association)coreOthersTravellers Choice is a member of CLIA, the cruise industry's leading association, providing agents with access to cruise line partnerships, training, and resources to serve cruise customers.
• Animals AsiaminorStrategic or Co-development PartnerTravellers Choice proudly supports Animals Asia's mission to rescue and rehabilitate bears, including the sponsorship of Bong Bong, a happy resident at the Tam Dao sanctuary. This is a charitable/social impact partnership.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ignite Travel Group: Australian travel company operating consumer brands (e.g., CruiseAway, MyHoliday) selling holiday packages, cruises, and tours to Australian consumers. Directly comparable in targeting the same Australian leisure traveller with package and cruise-led offerings, often through digital funnels.
• TripADeal: Australian package holiday retailer selling discounted, fully-inclusive tours and cruises to Australian consumers. Comparable product set and target customer; differs by being primarily direct-to-consumer digital rather than agent-led, but it appears as a partner promotion on Travellers Choice's site.
• Helloworld Travel: Australian listed retail travel network with hundreds of independent franchise/affiliated agents across Australia and NZ selling leisure holidays, cruises, and tours. Most direct comparable to Travellers Choice's member-owned model, ATIA-accredited agent base, and Australian leisure focus.

Broad incumbents

• Booking.com: Global OTA dominant in hotel and apartment bookings worldwide, including 1.5M+ properties also accessible via Travellers Choice's TC-One engine. Comparable as a direct competitor for self-serve hotel/transfer bookings, and structurally the largest threat to the retail agent model.
• Flight Centre Travel Group: Australia's largest listed travel agency group operating retail, corporate, and wholesale brands. Comparable because it sells leisure holiday packages and travel bookings to Australian consumers through both owned stores and agent networks, but at materially greater scale and with corporate backing.
• Webjet: Leading Australian OTA offering flights, hotels, and package bookings to consumers. Comparable because it competes for the same Australian leisure traveller booking flow that Travellers Choice serves, but through a digital-first model rather than an agent network.

Emerging players

• Intrepid Travel: Australian-headquartered small-group tour operator offering guided tours worldwide. Comparable in offering curated tour experiences to Australian-origin travellers, though it operates as a tour operator rather than a multi-product travel agency.

Regional players

• House of Travel (NZ): New Zealand retail travel agency network with independent owner-operators selling holidays, flights, and cruises. Highly comparable member-network model and ATIA-equivalent accredited travel agent offering, differing primarily by serving New Zealand rather than Australia.
• Corporate Travel Management: Large Australian-headquartered travel management company serving corporate clients globally. Comparable as an ATIA-credentialed Australian travel agency brand, though focused on corporate rather than leisure bookings, making it adjacent rather than directly head-to-head.

Others

• Cover-More Travel Insurance: Australian travel insurance provider frequently bundled with travel agency bookings. Comparable as an adjacent travel services ecosystem participant, often distributed through Australian travel agencies including networks like Travellers Choice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/travchoiceau
• Facebookfacebook.com/TravellersChoice
• LinkedInlinkedin.com/company/travellers-choice

Compliance4 records

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 Travellers Choice