AAT Kings is entering the 2026-27 season with what CEO Ben Hall describes as their “strongest and most immersive portfolio of product,” combining the company’s history and heritage with bold new innovations designed to meet evolving market demands.
“There’s no doubt there’s been a shift in the market over the last two or three years. Small groups are increasingly important and they’re a larger portion of the market,” Ben told Traveltalk.
Figures show that small group touring currently makes up 30 per cent of the market and is growing faster than more traditional areas, hence the extended AAT Kings range.
“It was a natural evolution for us to expand our range of small group tours. Obviously, it’s what the trade has been asking for and we know our consumers have been asking for it.
“By expanding our range we’ll be able to create more flexibility and, most importantly, offer a deeper immersive experience to our guests, given we can now access some of the suppliers and locations that we haven’t always been able to.”
Karijini National Park. Picture courtesy Tourism WA
Why Small Is Big
Asked why small group touring is becoming such a popular way to travel, Ben offered an intriguing perspective.
“People are still happy to jump on large cruise ships without any issues but for some reason there’s a belief that smaller groups are better for people.
“We’ve still got traditional trips carrying their usual numbers but there’s no doubt that over the last four or five years people want to experience smaller groups and feel that they are more appropriate for what they’re after right now.”
Expansion and New Experiences
Building on the success of their South Australian tours, AAT Kings is rolling out new itineraries across Tasmania, the Northern Territory, Western Australia, Queensland and significantly, New Zealand.
“I think that’s probably the most exciting part – the fact that we’ll not only have traditional tours, but we’ve now got small tours in New Zealand that allow us to expand our footprint and our offering there,” said Ben.
The New Zealand expansion includes unique experiences such as overnight stays on the Milford Mariner.
“There’s no doubt the Fiordland down there is stunning and to have it almost to yourself of an evening and a morning, looking at the waterfalls and the marine life and enjoying the surroundings without the volume of people, is going to be pretty special.”
TSS Earnslaw. Picture courtesy AAT Kings
Domestic Tourism Resurgence
While COVID forced Aussies to look to their own backyard when making travel plans, the easing of border controls then saw a drop off in domestic travel.
According to Ben, recent months have shown a dramatic turnaround, with factors such as international airfare pricing, increased capacity and Australia’s reputation as a safe, out-of-the-way destination driving the resurgence.
“Since May and the general election, we’ve certainly seen a huge uptick in domestic travel, both in Australia and across to New Zealand.
“Our forward bookings are up in double digits and I think next year is going to be even stronger.”
Ben says the launch of the company’s expanded small group tour range wasn’t specifically timed to coincide with the resurgence in domestic travel.
“We’ve been talking about extending our small group offering for about 18 months, so we’ve sort of known what’s been happening in the market. There’s been interest there and it was really just a matter of bringing these trips to market.”
Kangaroo Island. Picture courtesy Christopher Morrison, Tourism SA
Sustainability at the Core
Central to AAT Kings’ offering are their Make Travel Matter experiences, which Ben describes as “a core differentiator for our product to that of our competitors.”
These sustainably-focused initiatives are now included in every itinerary, reflecting the company’s belief that “sustainability isn’t really optional – it’s part of the experience these days.”
Particularly significant is the company’s long-standing relationship with Indigenous communities across Australia.
“We’ve been engaging with the indigenous communities around Australia for probably close to 50 years,” Ben explains.
“What’s most satisfying for us is that we’ve helped several Indigenous people and communities set up businesses and create going concerns.”
This commitment is expanding in the new program, with additional experiences planned for Western Australia, including partnerships with local Aboriginal guides in the Kimberley region who will explore Broome’s history and traditional culture.
“There’s no doubt in my mind that over the last four or five years the people that are traveling around Australia, both domestically and inbound, are genuinely more curious about Indigenous culture.
“Generally, they have a better understanding but want to learn more and also understand the differences as to what each of the communities offer, how they live off the land and how they’ve survived and thrived for 60,000 years.
“It’s nice to be able to show them the local culture and to give people an appreciation for what an incredible story they’ve got to share.”
Cockburn Ranges, Gibb River Road. Picture courtesy Tourism WA
Why Agents Still Matter
The travel trade remains central to the company’s distribution strategy. “Critical,” Ben emphasised when asked about the importance of travel agents.
“When I look at what we’ve created this season, it’s been built essentially with the trade in mind,” he commented.
The company has enhanced its agent support tools, including digital assets, social content, webinars and even launched a new podcast series featuring 10-minute product spotlights.
They’ve also relaunched their A-LISTERS Loyalty & Rewards incentive program for key agents, offering more choice and access to exclusive incentives. To support the launch, AAT Kings is offering a substantial $2,200 air credit per couple on selected departures.
“Feedback on that is that it just gives agents the flexibility they need to work with their guests. We think it resonates well in market and the agent feedback is great.”
New Ownership, New Opportunities
The acquisition of The Travel Corporation by American equity firm Apollo Funds has brought fresh investment and opportunities for growth.
“What you’re seeing now is the impact they’ve made with extra investment and the opportunity for us to expand on the product side,” Ben explained.
The new ownership promises enhanced technology efficiencies, larger marketing budgets and continued product innovation, positioning AAT Kings for significant growth in the coming years.
“We’re excited. We’re keen to continue growth through the trade and take things forward. I think it’s very positive from my side, where we sit today.”
Main image: Ord River. Picture courtesy Tourism WA
