A&K reports domestic holiday surge

A&K reports domestic holiday surge
By admin


Abercrombie & Kent's Australia program, now in its fourth year, is enabling the upmarket operator to "tap into" a segment of the market that it was not speaking to previously, its local boss has revealed.

Sujata Raman told Travel Today that, since starting to sell Australian experiences to the domestic market, the program has grown from a "standing start' to now account for 20% of the firm's core business, with double digit growth recorded each year.

"For many years we didn't sell inbound product domestically – it now seems remiss in hindsight," she said.

"People always thought of A&K as a long haul international holiday so the Australian program is now getting the same client base and a new client base as well."

The average trip length is between four and seven days, she revealed, with clients often taking several shorter trips in between their longer holidays.

The Kimberley has emerged as its most popular destination, with its range of luxury lodges, such as Qualia and Southern Ocean Lodge, also performing well.

The domestic program is now also being rolled out to international markets such as the UK.

"Those travellers are certainly a lot more familiar with Australia, so they are looking for things the locals like to do and off the beaten path experiences," Raman said.

Its new Australia and Papua New Guinea brochure was released last month.

Latest News

  • Aviation
  • Destinations

Sapporo to become Qantas’ 100th destination with arrival of new direct flights to Chitose Airport

Qantas has announced direct seasonal flights from Sydney to Sapporo’s Chitose Airport making it the only carrier to fly nonstop connection between the two destinations. Sapporo will become the airline’s 100th destination, with flights to commence just in time for the peak ski season. Services will operate three times per week from 15 December 2025 to […]

  • Destinations
  • Tour Operators

Mat McLachlan Battlefield Tours advises final call for Anzac Day 2025

Mat McLachlan Battlefield Tours has advised that the final call for Anzac Day 2025 is on 31 January 2025 with pre-registration also available for Anzac Day 2026. Travellers are encouraged to book their spot for either the 10-day Anzac Day on the Western Front departing on 19 April from Paris or the 8-day Anzac Day […]

  • Destinations
  • Hotels

Two destinations to visit in Mexico for Valentine’s Day

Valentine’s Day is quickly approaching and here are two romantic getaway destinations in Mexico to make any traveller’s day with their special someone even better. Casona Roma Norte, Mexico City This Valentine’s Day is the perfect time to visit Mexico City, as the streets come alive with roses, heartfelt gifts, and the city basks in […]

  • Aviation
  • Luxury

Emirates debuts new uniform for Premium and VIP Passenger Services team

Emirates has debuted a new uniform designed for its Premium & VIP Passengers Services team, who are responsible for the seamless transfer of VIPs through Dubai International Airport. The new uniform has echoes of the iconic Emirates cabin crew look, however, exclusively represents Emirates’ elite unit that caters to high profile customers. A new look […]

  • Appointments
  • News

BEIA appoints Rachel Cook as its new chair

The Business Events Industry Aotearoa (BEIA) Approved Professional Conference Organisers (PCO) Group has appointed Rachel Cook as its new chair. Cook is the business director of Conference Innovators (CI) and since joining CI 20 years ago has been instrumental in the company’s continuing growth and success. She plays a pivotal role in building and supporting […]

  • Hotels

Gaya Island Resort unveils its Wildlife Wonders package

Gaya Island Resort has unveiled its Wildlife Wonders package, a meticulously crafted 4-day, 3-night adventure designed for nature enthusiasts eager to discover the island’s rich biodiversity. The resort is nestled on the tranquil shores of Pulau Gaya, the largest island in Tunku Abdul Rahman Marine Park just off Kota Kinabalu. Its location makes it the […]

  • News

New Caledonia is open and ready for business as Smartraveller downgrades warning

Eight months after the civil unrest, the South Pacific destination of New Caledonia has reopened and is ready to welcome Australian tourists. Smartraveller has recently downgraded its travel advice to the destination following the removal of the nation’s curfew on the 2nd of December. The island is currently rated as amber – ‘exercise a high […]

  • Business Travel
  • Hotels

Atura Wellington unveils newly refurbished rooms in the New Zealand hotel

Atura Wellington, the former Thorndon Hotel by Rydges, has unveiled its newly refurbished rooms in the New Zealand hotel. The rooms were completed following a full refurbishment of all public spaces as part of a broader redevelopment plan. All 108 guest rooms have now been upgraded. The hotel is in the historic Thorndon neighbourhood and […]