Immersive, experiential, authentic.
Those were the key words being aired at the first summit staged by the Council of Australian Tour Operators (CATO) held in Sydney yesterday.
“This is certainly a landmark occasion for CATO and our members” said Brett Jardine, Managing Director, CATO.
“It’s more than a half day business event today. This is a collective opportunity that really defines our commitment to supporting both our members and the overall leisure travel sector.
“Our agenda has been very thoughtfully curated to address many challenges, or many pressing challenges and opportunities facing our entire sector today.”
In a panel forum looking at what’s next for the touring sector, Ben Hall, CEO of AAT Kings, told the audience that personalisation was one of the keys to future success.
“The industry is moving away from the ‘one size fits all’ kind of itinerary to create flexibility and to personalise every customer’s itinerary,” said Mr Hall.
“So how you evolve and cater to a broad market, but with niches within that broad market, is pretty crucial.”
Mr Hall (second from left above) added that consumers today were particularly cost sensitive and focused on value, preferring “quality over quantity”. He also stated that sustainability was a driving factor without necessarily being the deciding factor in the travel choice.
“Sustainability is happening naturally in all of our products and everything we offer.
“I think businesses are evolving sustainability naturally without necessarily going hard and explaining exactly what it is.”
Discussing the subject of “over-tourism”, Mr Hall said finding unique, off-the-beaten track experiences and destinations was key to dispersing crowds at popular spots.
“The future is maybe less about where they’re going and more about the how and why they’re going to certain destinations.”
Travel insurance for tour operators was one of the most hotly discussed topics, with attendees keen to know their liability responsibilities and potential exposure to significant financial and legal risks.
“Travel Insurance is like a life jacket on your client. It protects them, but it doesn’t stop them from suing the boat captain when the boat sinks,” said Ella Nicholson, Senior Account Executive Travel at Gow Gates.
Cyber security was also a major talking point and Nik Devidos, Group CEO of Axelo, had some great advice for travel companies to protect their businesses.
“Cyber security is a space where you could spend millions of dollars, as many government agencies do, and you will still get breached,” he said.
“What I recommend is to look for zero cost improvements you can make today and then look at solutions with low cost and high impact.
“Don’t be overwhelmed with budget spend. Just find the things that you can do within budget and do something today, and importantly, don’t compromise on quality.”
Full list of topics covered at the 2025 CATO Summit:
# Legal: Business Structures and Risk Management
Structures, contracts, compliance & consumer protection – are you covered? Discover how the right legal setup can protect your business from financial ruin.
Presented by: Aaron Zoanetti, Frontera Law
# Insurance: Public Liability vs Tour Operators Liability
Why having both public and tour operators liability cover is essential for comprehensive protection.
Presented by: Gow-Gates Insurance
# FX: Managing Foreign Exchange & Financial Strategies
Currency volatility and financial planning essentials to protect your profit margins and ensure long-term business sustainability.
Presented by: Xe
# Legal: Mergers, Acquisitions & Succession Planning
Plan your exit strategy smartly, whether it’s growth through acquisition or preparing for a generational transition.
Presented by: Aaron Zoanetti, Frontera Law
# Business Optimisation through Outsourcing, Automation & Cyber Security
Secure, Streamline, Scale – The Smart Operator’s Toolkit. This session explored how tour operators & wholesalers can leverage trusted outsourcing and technology solutions to reduce risk, save money and focus on growth.
Presented by: Nik Devidas, Group CEO Axelo (Formally 4Walls Cyber Advisory)
# Lifecycle Marketing: From First Touch to Loyal Advocate
Automation Journeys, Personalisation & Retention – Building a Customer for Life. This session showed how to design automated customer journeys that nurture relationships, build loyalty and drive long-term growth.
Presented by: Intuit Mailchimp
# The Consumer Shift: What’s Next for Touring?
The Evolution of Touring – Where Are The Biggest Opportunities? Consumer travel preferences are changing rapidly. This panel discussion explored the key trends shaping the future of touring and how operators can adapt to stay competitive.
