AAT Kings Tours Pty.

What AAT Kings Tours Pty. does

AAT Kings Tours Pty Ltd is an Australia-domiciled guided tour operator specializing in Australia and New Zealand, operating as a wholly-owned subsidiary of The Travel Corporation (TTC). The company has run guided tours across the region for over 100 years and structures its product portfolio around three core formats: Day Tours (full- and half-day regional experiences), Short Breaks (2–5 day multi-day tours), and Guided Holidays (4–21 day comprehensive packages covering all Australian states/territories and both New Zealand islands). The portfolio is supplemented by two wholly-owned sub-brands—Down Under Tours (day tours and transfers) and SEIT Outback Tours (outback experiences)—plus Groups & Charters (customized group itineraries and coach-only charter), Destination Management Services for inbound operators, specialty add-ons (Uluru BBQ dining), and dedicated Japanese-language tour products.

The business runs a hybrid B2C and B2B2C distribution model. Direct-to-consumer bookings are processed through six regional websites (en-us, en-ca, en-gb, en-eu, en-au, en-nz) backed by phone contact centers (1-866-240-1659 in the US, 1300 228 546 in Australia), on-site tour offices at Darwin and Yulara, and a network of email inboxes segmented by line of business. The B2B2C layer routes through TTC's centralized trade agent portal (agents.ttc.com), the Alisters travel-agent loyalty program, and dedicated groups, inbound, and domestic agent desks. Marketing is content-led via the Storybook blog, Instagram (@AATKings), Facebook, YouTube, LinkedIn, email newsletters, and print/digital brochures. Customer trust signals include a 4.9/5 rating from 98,000+ verified Feefo reviews and memberships in ATIA, ABTA (V0584), ATOL (12215), and Qualmark New Zealand. There are no proprietary technology platforms, AI/ML capabilities, or APIs disclosed in the source material; the core "technology" is operational—fleet, driver-guides, travel directors, ground-handling infrastructure, and the DMC service layer.

Revenue is generated primarily through transaction-based fees on tour bookings (day tours, short breaks, guided holidays), group and charter contracts, gift voucher sales, and professional-services fees from DMC engagements. Pricing is quote-based and not publicly disclosed, with promotional levers including up to 15% off selected tours, last-minute deals, group discounts, and combining discounts. Leadership comprises Ben Hall as Group CEO. The company is privately held under The Travel Corporation, a global travel conglomerate; no financials, headcount, or M&A history are disclosed in available sources.

Name

AAT Kings Tours Pty.

Legal name

AAT Kings Tours Pty Ltd

Website

https://aatkings.co.uk

Company type

Private

Operating status

Operating

Short description

AAT Kings Tours Pty Ltd is a 100-year-old guided tour operator specializing in Australia and New Zealand, wholly owned by The Travel Corporation. It serves international and domestic leisure travelers via day tours, short breaks, and multi-day guided holidays distributed through six regional websites, travel agents, and group charter services.

Ownership category

akta.pro rank

Product category

Guided Tour Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711), Charter Bus Industry (48551)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Escorted Coach & Bus Package Tour Operators (THAKADAA)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Charter & Tour Coach Operators (TLAFAFAB)

Keywords

• Guided tour operator
• Destination management services
• Coach charter services
• Multi-day guided holidays
• Travel trade distribution

Headquarters

HQ city

Costa Mesa

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Tour Bookings: Revenue generated from booking guided tours including day tours, short breaks (2-5 days), and guided holidays (4-21 days) across Australia and New Zealand. Customers book directly or through travel agents.
2. Group Charters: Customized group itineraries and coach-only charter services for leisure groups, sports teams, social clubs, and special events. Revenue from tailoring group travel experiences.
3. Gift Vouchers: Sale of gift vouchers for tours and experiences.
4. Destination Management Services: DMC services for incoming groups, leveraging 100 years of AU/NZ experience to provide ground operations, transportation, and tour management for other travel companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

AAT Kings Tours operates guided tour packages across Australia and New Zealand, ranging from day tours and short breaks (2-5 days) to fully escorted guided holidays lasting 4-21 days. The company sells directly to consumers through its websites and phone centers, distributes through travel agents via a trade portal, and offers customized group itineraries, coach charters, and B2B destination management services.

Product overview

AAT Kings Tours is a travel operator offering guided tours across Australia and New Zealand. The core product portfolio consists of three main tour types: Day Tours (full-day/half-day regional experiences), Short Breaks (2-5 day multi-day tours), and Guided Holidays (4-21 day comprehensive tour packages). These core offerings are supplemented by two sub-brands—Down Under Tours and SEIT Outback Tours—which operate as specialized day tour providers within the group. Additional services include Groups & Charters (customized group itineraries and coach-only charters), Destination Management Services for global ground operations, and specialty offerings such as Uluru BBQ dining experiences and Japanese-language tours for international visitors. The company positions itself around values including First Nations culture immersion, sustainable travel (MAKE TRAVEL MATTER®), and flexible booking policies.

Differentiator

Problem solved

Functional benefit

Brands

• Down Under Tours: Day tours brand operated by AAT Kings covering Australian destinations
• SEIT Outback Tours

Products and services

• Day Tours
• Short Breaks
• Guided Holidays
• Groups & Charters Service
• Destination Management Services
• Down Under Tours
• SEIT Outback Tours
• Japanese Language Tours
• Uluru BBQ Experience

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• The Travel Corporation (TTC)coreStrategic or Co-development PartnerParent company of AAT Kings. TTC is a global travel company managing a portfolio of travel brands. AAT Kings operates under TTC's umbrella, sharing resources, technology platforms, and brand infrastructure including the trade agent portal (agents.ttc.com) and DMC services (dmc.ttc.com).
• Down Under ToursminorStrategic or Co-development PartnerSister brand under the AAT Kings group offering complementary tour services in Australia.
• SEIT Outback ToursminorStrategic or Co-development PartnerSister brand specializing in outback tour experiences, complementary to AAT Kings' portfolio.
• TreadRight FoundationminorStrategic or Co-development PartnerSustainability initiative partner. The Travel Corporation's not-for-profit foundation focused on sustainable tourism. AAT Kings participates in MAKE TRAVEL MATTER initiatives through this partnership.
• Australian Travel Industry Association (ATIA)minorChannel Partner/ Reseller/ DistributorIndustry association membership supporting the Australian travel trade sector.
• ABTA (Travel Association)minorChannel Partner/ Reseller/ DistributorUK travel association membership (ABTA V0584) providing consumer protection and industry standards for UK market customers.
• ATOL (Air Travel Organisers' Licence)minorChannel Partner/ Reseller/ DistributorUK government-backed consumer protection scheme (ATOL number 12215) for air holiday packages.
• Qualmark New ZealandminorChannel Partner/ Reseller/ DistributorNew Zealand's official tourism quality assurance rating system, providing independent assessment of tourism businesses.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Insight Vacations: Premium escorted tour brand within The Travel Corporation's portfolio. Closely comparable to AAT Kings in guided-coach operating model and trade-channel distribution, competing for similar high-end leisure customers across AU/NZ and other destinations.
• Contiki: Another TTC-owned escorted tour operator targeting 18–35 year-old travelers. Direct peer in operating model and parent-group context, with overlapping AU/NZ product offerings that compete for the same international youth travel segment.
• Intrepid Travel: Australia-headquartered small-group adventure tour operator with significant AU/NZ product overlap. Directly comparable in guided-tour delivery, customer segments (international travelers seeking authentic experiences), and First Nations cultural programming.
• Inspiring Journeys (TTC): Premium TTC sub-brand operating luxury small-group tours in Australia and New Zealand. Closely comparable in destination focus (AU/NZ), parent-group context, and guided tour delivery, targeting a more luxury-oriented customer segment than AAT Kings' core offering.
• G Adventures: Small-group adventure tour operator with substantial AU/NZ product lines. Directly comparable in guided tour delivery, international customer base, and emphasis on local/cultural experiences, particularly in the adventure and sustainable travel segments.
• Trafalgar Tours: Direct sibling brand under The Travel Corporation, offering escorted coach tours across multiple continents. Comparable in business model (escorted guided coach tours), customer base (international leisure travelers), and trade distribution, though Trafalgar's geographic scope is broader than AAT Kings' AU/NZ focus.

Broad incumbents

• Globus Tours: Large, established escorted tour operator (sister to Cosmos) offering multi-country packages including AU/NZ itineraries. Comparable in escorted-coach model and trade distribution, though its portfolio spans global destinations rather than specializing in AU/NZ.

Others

• Viator (TripAdvisor): Global OTA for tours, attractions, and experiences, with a large AU/NZ inventory of day tours. Indirect competitor that aggregates AAT Kings-adjacent sightseeing inventory and pressures day-tour pricing; key channel partner and competitive substitute rather than direct escorted-tour peer.
• GetYourGuide: Global OTA for attractions, day tours, and experiences, with growing AU/NZ coverage. Functions as both a potential distribution partner and a competitive substitute, particularly for self-guided alternatives to AAT Kings' day tours.

Regional players

• Adventure World Travel: Australia-based wholesale tour operator curating AU/NZ and global packages for travel agents. Comparable in distribution through trade channels and AU/NZ product focus, though operates primarily as a B2B wholesaler rather than direct-to-consumer like AAT Kings.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/aatkings
• Facebookfacebook.com/AATKingsAustralia
• LinkedInlinkedin.com/company/aat-kings
• Instagraminstagram.com/aatkings

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 AAT Kings Tours Pty.