What experience tours australia does

Experience Tours Australia (ETA), trading as AOT Inbound Pty Ltd (ACN 073 167 129), is a privately held B2B online travel distribution platform founded in 1988 and headquartered at 179 Normanby Road, Southbank, Melbourne. The company operates as a division of the AOT Group and serves travel agents globally — not consumers — who require FIT (Foreign Independent Travel) inventory across Australia, New Zealand, Fiji, and the broader South Pacific (Cook Islands, New Caledonia, Niue, Samoa, Tonga, Vanuatu). Its primary source markets are Asian travel trade, supported by dedicated offices in Shanghai, Hong Kong, Mumbai, Jakarta, and business development coverage across Singapore, Malaysia, Thailand, Vietnam, and the Philippines, with a New Zealand and South Pacific reservations centre operated under the ATS Pacific brand in Auckland.

The core product is the ETA Online Booking Engine, accessed at booketaonline.com, which exposes a catalog of 400+ destinations, 5,000+ products, and 6,500 rooms nightly on allocation across Australia. The platform supports country-specific tariff logins (AUS, NZL, FJ) priced in AUD, NZD, and FJD respectively, and offers modules for Hotels, Hotel Passes, Sightseeing & Touring, Cars & Campers, Transfers, Fly Drives, Tours & Cruises, Attractions, Rail, and City Packages, plus feature tools such as a New Quote / Booking itinerary builder, Saved Quotes, Booking Notes, branded E-Vouchers, and Online Payments. Distribution extends beyond the web UI through an XML Host-to-Host API (xml.aot.com.au) enabling global partners to integrate bookings directly into their own systems.

The business model is transaction-based: AOT Group acts as agent in executing bookings, earning service charges per transaction, with pricing contained within a negotiated tariff system that is not publicly disclosed. Payment terms for credit customers require settlement 21 days after the travel month end, while card payments (notably Diners Club and American Express) attract surcharges. The marketing mix is weighted toward B2B agent acquisition via online registration, country-specific sales managers, downloadable brochures, and a Facebook brand page. Revenue figures, headcount, and ownership percentages are not disclosed; the platform is privately held within the AOT Group with no external funding rounds recorded.

Name

experience tours australia

Legal name

AOT Inbound Pty Ltd

Website

https://booketaonline.com

Company type

Private

Founded year

1988

Operating status

Operating

Short description

Experience Tours Australia (ETA), a division of AOT Group, operates a B2B online travel booking platform serving travel agents with FIT inventory across Australia, New Zealand, Fiji, and the South Pacific, generating revenue through per-booking service charges and XML Host-to-Host partner integrations.

Ownership category

akta.pro rank

Product category

Travel Distribution Services

NAICS

Travel Agencies (561510), Tour Operators (56152), Travel Arrangement and Reservation Services (5615)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

akta.pro secondary industries

Hotel & Accommodation Booking Platforms (THALAFAB), Ground Transport Booking Platforms (Rail/Bus/Shuttle) (THALAFAD)

Keywords

• B2B travel booking
• Travel distribution platform
• FIT online booking
• Hotel allocation system
• Travel agent tariff

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Booking Service Charges: AOT Group acts as agent in executing bookings. Service charges are applied to bookings. Payment terms require full payment 21 days after travel month end for credit customers. Credit card payments (particularly Diners Club and American Express) may attract transaction fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Experience Tours Australia (ETA) operates the ETA Online Booking Engine, a B2B FIT (Foreign Independent Travel) platform that enables registered travel agents to search, quote, book, and manage hotels, tours, transfers, car rentals, fly-drive packages, and rail across Australia, New Zealand, Fiji, and the South Pacific. The platform provides access to over 5,000 products, 6,500 rooms on nightly allocation, country-specific tariff logins, last-minute rates, Asian market rates, e-vouchers, and XML Host-to-Host integration for global distribution partners.

Product overview

ETA Online is a comprehensive B2B travel booking platform for the Asia-Pacific travel trade market, enabling travel agents to search, quote, book, and manage travel arrangements across Australia, New Zealand, and the South Pacific. The platform operates as a unified booking engine with multiple integrated modules including Hotels, Cars & Campers, Transfers, Tours & Cruises, Attractions, Rail, and Fly Drive packages. The system features an itinerary builder for custom quote creation, online payment processing, e-voucher generation, and XML Host-to-Host connectivity for global partner integration. Agents access the platform via country-specific login codes, with separate pricing in AUD, NZD, and FJD currencies.

Differentiator

Problem solved

Functional benefit

Products and services

• ETA Online Booking Engine A B2B FIT (Foreign Independent Travel) online booking engine used by registered travel agents to search, quote, book, and manage hotels, tours, transfers, car rentals, fly-drive packages, rail, attractions, and complete holiday packages across Australia, New Zealand, Fiji, and the South Pacific. The platform includes access to over 5,000 products, 6,500 rooms on nightly allocation, country-specific tariff logins (AUS, NZL, FJ), last-minute rates, Asian market rate campaigns, e-voucher generation, an itinerary builder, saved-quote management, and XML Host-to-Host integration for global partners.
• ETA Annual Tariff Service An annual rate catalog service providing registered travel agents with negotiated B2B pricing for accommodation, tours, transfers, and travel services across Australia, New Zealand, Fiji, and the South Pacific, published by fiscal year with multiple editions (e.g., Tariff 25/26, 26/27, 27/28).

Quantifiable outcome

• 25+ years of service excellence establishing market leadership in Asian marketplace

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• AOT GroupcoreOthersETA is a division of AOT Inbound Pty Ltd, part of the AOT Group which is described as Australia and New Zealand's leading travel Distribution Company. The AOT Group owns ETA and provides the contracting team, operational support, and corporate infrastructure.

Scale indicators6 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• WebBeds: One of the world's largest B2B travel distribution platforms (acquired GTA, JacTravel, Destinations of the World) offering hotels, tours and transfers across Australia, NZ and the South Pacific — directly comparable to ETA's inventory scope and B2B-only channel.
• Hotelbeds: Global B2B bedbank distributing hotel, transfer, attraction and tour inventory worldwide including Oceania. Comparable to ETA as a wholesale intermediary serving travel agents with API/XML integration.
• TBO Holidays: India-headquartered B2B travel platform distributing hotels, flights and ground services globally with strong Asian source-market penetration — overlapping ETA's India and Asian-market GTM.
• TourRadar: B2B/B2C marketplace for multi-day guided tours and sightseeing packages — overlaps with ETA's touring, sightseeing and South Pacific tour modules.
• Travelgate: B2B travel marketplace connecting hotels, bedbanks and tour operators to OTAs and agents via XML/API — direct competitive overlap with ETA's XML Host-to-Host partner model.
• Tourplan: Tour operator reservation, contracting and back-office software used by Australia/NZ wholesalers — overlaps with ETA's tour inventory contracting and FIT module capabilities.

Emerging players

• RateHawk (Emerging Travel Group): Fast-growing B2B hotel and ground transport platform with strong presence in CIS and Asian source markets; competes for the same Asian travel-agent customers distributing Oceania inventory.
• Lemax: Cloud travel agency and tour operator management platform covering bookings, itineraries and supplier contracting — adjacent technology peer serving similar B2B travel-agent workflows.
• TrekkSoft (now Bokun): Booking and distribution software for tour and activity operators — comparable to ETA's sightseeing, attractions and tours modules from a supplier-side perspective.

Broad incumbents

• Trip.com Group (Ctrip): Asia's largest OTA operating a B2B partner network distributing hotels, flights and packages to agents globally — overlaps with ETA's Chinese source-market distribution and Aus/NZ supply.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ExperienceToursAustralia

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

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 experience tours australia