Golf & Tours

What Golf & Tours does

Golf & Tours Pty Ltd is a privately held Australian luxury golf tour operator founded in 2015 and headquartered in Crows Nest, NSW. The company designs, sells, and hosts fully escorted small-group golf tours to more than 15 countries, including Scotland, Ireland, Portugal, Spain, France, Italy, South Africa, Morocco, Hawaii, Japan, New Zealand, Greece, Turkey, India, and Mexico, with packages bundling accommodation at five-star and boutique hotels, guaranteed tee times at championship courses, ground transport, airport transfers, luggage handling, selected meals, and curated cultural experiences. Its portfolio is organized into three main service lines: women's-only tours, women's tuition tours that pair coaching with destination play, and mixed tours for women and men, supported by bespoke custom tour planning and a growing domestic Australian tour program across regional destinations.

The business is founder-operated by Ainslie Saunders (Founder & Managing Director) and Ben Saunders (Managing Director), who personally host tours alongside a roster of tour hosts and an operations and marketing team of approximately 10 people. Golf & Tours runs a direct-to-consumer go-to-market with no third-party resellers or OTAs, sourcing demand through its website, phone, email, a guest portal at client.golfandtours.com, an email newsletter, organic social channels, content marketing, and SEO. Pricing is quote-based per booking with deposits required and final balances due 90 days before departure, and the company does not publish tiered pricing or revenue figures. Tour hosts manage every guest touchpoint from booking through completion, and the company emphasizes repeat customers and word-of-mouth referrals, supported by external recognition including the Best Global Luxury Golf Tour Operator 2025 award from Lux-Life and a 2026 nomination for Australia's Best Outbound Golf Tour Operator at the World Golf Awards.

Name

Golf & Tours

Legal name

Golf & Tours Pty Ltd

Website

https://golfandtours.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Golf & Tours Pty Ltd is a privately held Australian luxury golf tour operator founded in 2015, offering fully escorted small-group golf tours to championship courses across 15+ countries for affluent leisure travelers, women golfers, and mixed groups.

Ownership category

akta.pro rank

Product category

Luxury Golf Travel

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Multi-Day Tour Operators (THAKADAE)

akta.pro secondary industry

Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

Keywords

• Luxury golf tours
• Escorted golf travel
• Golf vacation packages
• Women's golf tours
• Group golf holidays

Headquarters

HQ city

Crows Nest

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Golf Tour Packages: Golf & Tours generates revenue through all-inclusive golf tour packages that bundle accommodation, green fees, tee times, ground transport, airport transfers, luggage handling, selected meals, and hosted experiences. Packages range from domestic Australian tours to international destinations including Scotland, Ireland, Portugal, Spain, South Africa, Hawaii, Japan, and Morocco. The company also offers bespoke/custom tour planning services for personalized golf journeys.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Golf & Tours is a boutique luxury golf tour operator that sells small-group, fully escorted golf tour packages to iconic destinations worldwide. Each all-inclusive package bundles premium accommodation, green fees and pre-booked tee times, ground transport, airport transfers, luggage handling, selected meals, and an experienced tour host. The company also arranges bespoke, custom golf itineraries for individual travelers and small groups.

Product overview

Golf & Tours is a luxury golf tour operator offering small-group escorted golf travel experiences rather than a software product. The portfolio consists of three main service lines: Women's Golf Tours (including Tuition Tours), Mixed Tours for Women and Men, and International Golf Tours. Tours combine championship golf courses, five-star accommodation, curated cultural experiences, and seamless travel logistics. The company also operates a Guest Portal for client bookings. All offerings are service-based travel packages rather than technology products.

Differentiator

Problem solved

Functional benefit

Products and services

• International Golf Tours Fully escorted international golf tours to iconic destinations including Scotland, Ireland, Portugal, Spain, South Africa, Italy, France, India, Morocco, Greece, Turkey, Japan, Hawaii, Mexico, and New Zealand, combining championship courses with five-star accommodation, ground transport, and hosted experiences for discerning golfers.
• Women's Golf Tours Specialized women's-only escorted golf tours catering to female golfers, providing female-friendly premium group travel and golf experiences.
• Women's Golf Tuition Tours Golf coaching tours for women combining professional instruction from a teaching professional with play on quality courses, including domestic Australian destinations like Gold Coast, Byron Bay, Noosa, Orange, Blue Mountains, Nelson Bay, Gerringong, and Southern Highlands.
• Mixed Tours for Women and Men Escorted group golf tours open to both women and men, offering destinations such as France, Portugal, Spain, Greece, South Africa, Japan, Morocco, Italy, Turkey, Mexico, and Ireland.
• Australian Domestic Golf Tours Short domestic golf escapes within Australia, including Mornington Peninsula, Hunter Valley, Gold Coast, Queenstown, and other golfing regions, designed as accessible hosted golf getaways.
• Custom / Bespoke Golf Tours Bespoke, custom tour planning services for personalized golf journeys, with pricing determined per booking based on destination, duration, accommodation level, group size, and specific inclusions.

Named customers5 records

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

Four partnerships are on record, tiered core and minor.

• Various Golf Courses WorldwidecoreOthersGolf & Tours maintains relationships with golf courses across their tour destinations to secure tee times and preferential access for tour guests. Partner courses include championship venues like St Andrews, Royal County Down, Portrush, Pebble Beach, and other iconic courses across Scotland, Ireland, Portugal, Spain, South Africa, Hawaii, Japan, France, Italy, Morocco, and Australia.
• Luxury Hotels and ResortscoreOthersPartnerships with five-star hotels and luxury resorts at tour destinations worldwide. Accommodation partners selected for quality, location, and guest experience. Includes boutique properties and major resort brands at destinations across Europe, Africa, Asia, and Pacific.
• Tour Operators and Ground Transportation ProviderscoreOthersLocal tour operators, transfer services, and ground transportation providers at each destination. These partners handle airport transfers, ground logistics, and non-golf excursions such as safaris, wine tours, and cultural experiences.
• Airline PartnersminorOthersNote: According to Terms & Conditions, Golf & Tours does not arrange international airfares - flights are booked independently by guests. However, the company works with local airline partners for internal flights where applicable (e.g., domestic South Africa flights).

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• Tauck: Large, established luxury escorted tour operator with worldwide itineraries including golf-themed departures. Broader luxury-tour incumbent with overlapping all-inclusive, hosted experience model.
• Golf Tourism Australia (industry body): Industry body promoting Australia as a golf tourism destination. Ecosystem participant — not a direct competitor — but materially relevant given Golf & Tours' nomination in Australian outbound awards.

Broad incumbents

• Brendan Vacations: Established escorted tour operator with luxury guided tours across Europe and beyond. Comparable hosted small-group format though not golf-specialized, making it an adjacent incumbent rather than direct competitor.

Direct peers

• Golfbreaks: Large UK-based golf travel specialist offering golf breaks, packages, and escorted tours across Europe and beyond. Direct competitor in the small-group / hosted golf tour segment with similar destination breadth.
• PerryGolf: US-based luxury escorted golf tour operator offering hosted small-group and custom golf travel to iconic destinations (Scotland, Ireland, etc.). Closely comparable in product, customer profile, and escorted small-group model.
• Your Golf Travel: UK-headquartered golf tour and break operator with global destinations and package offerings targeting amateur golfers. Comparable customer base and packaging approach.
• Premier Golf: Long-established golf tour operator offering hosted trips to Scotland, Ireland, and other marquee destinations. Directly comparable in hosted, small-group luxury positioning.
• Haversham & Baker Golf Expeditions: Luxury hosted golf tour operator offering small-group trips to elite global destinations with all-inclusive packaging. Comparable high-end positioning and destination portfolio.
• International Golf Travel (Golf Travel International): Specialist golf tour operator focused on escorted trips to iconic European and global courses. Similar escorted small-group format and luxury-accommodation inclusions.

Emerging players

• Easy Golf Tour: Specialist golf tour operator offering packages to European and global destinations. Smaller-scale competitor addressing the same hosted-tour customer with comparable destination focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/golfandtours
• Instagraminstagram.com/golf_and_tours
• LinkedInlinkedin.com/company/golf-&-tours

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Golf & Tours