Company Profile
We have been delighting customers for more than 20 years, with more than a million holidays being enjoyed.
Strong ongoing growth is fuelled by our large and loyal customer following and our own cutting-edge bespoke
technology that ensures we deliver a superior holiday experience.
The future of travel
- Package Tour Operator
- Strong ongoing growth
- Readymade all-inclusive holidays
- Advanced packaging technology
- In-destination branded operations
- Large national audience, loyal customers
- Large national audience, loyal customers
- Two brands, consolidated resources
- 20 years and 1 million holidays
- Australia’s largest privately owned travel company
Customers from across Australia experience our bucket-list destinations around the world through our exclusive ready-made pre-packaged holidays.
Overview for Partners
Package Tour Operator (Wholesale)
Welcome to a new breed of wholesale Tour Operator and the future of travel.
We have built technology that has enabled us to re-invent traditional tour wholesale packaging.
This is driving extraordinary growth and ensures our customers have an exceptional holiday experience.
All holidays are ready-made and pre-packaged. Packages are all-inclusive, with all flights, transfers, tours and
cruises bundled into a seamless experience. All packages feature live interactive pricing for all departures and
options and are instantly bookable.
- Readymade pre-packaged holidays
- Advanced packaging technology
- All-inclusive packages, with flights etc
- Live interactive package option pricing
- Highly automated, super-efficient operations
The carefully curated range of holiday packages sell in large volumes through our sophisticated data-driven digital marketing.
Our significant investments in technology is enabling our rapid growth and scaling, helping us to lead the extraordinary
post-pandemic shifts to the Australian travel retail landscape. We are highly automated and super-efficient with low
operational costs.
The cost benefits of eliminating the clunky inefficiencies of the legacy travel industry is passed on to customers
through incredible value premium holidays. We are dedicated to delivering an exceptional travel experience through our
vertical integration and branded in-destination operations.
Customers arrive to the warm welcome of the HolidayMax brand at their destination airport and their luxurious transfer
to their hotel. Dedicated branded tours are operated exclusively for our customers. Our fleet of large luxury
coaches along with our passionate Tour Directors and Coach Drivers exemplify the spirit of our brand.
Our unique itineraries, special extra touches and hidden secrets exceed expectations.
It is then heart-warming for our team to see so many of our new customers return home from their first trip to quickly book
subsequent holidays with us.
- Tours operated under our brand
- Large national audience, loyal customers
- Close supplier partnerships
- Vertically integrated, end-to-end
- Directly employed software engineers
We have already grown to probably be Australia’s largest privately owned travel company, and the strong ongoing
growth continues as word spreads and the package range expands. Growth will be further fuelled by our wonderful
new customer loyalty and the future developments of our super-efficient advanced packaging technology.
Partnerships are fundamental to our success. We work very closely with a smaller number of trusted suppliers,
where we are able to deliver volume into the periods most needed by our partners. Packages have a single price
for all holiday components (flights, transfers, tours etc) where supplier prices are never disclosed, ensuring
rate integrity for our partners. Holidays are featured in our ongoing high-impact digital advertising campaigns
to ensure maximum exposure and booking conversion.
We have curated an incredibly popular range of aspirational bucket-list experiences through out Australia and around the world.
Our expansion into new destinations and experiences is ongoing, including new immersive touring, cruising
and train journeys. New holiday packages are being crafted and carefully designed on an ongoing basis
with new opportunities for like-minded partners. Come join the future of travel.
We operate two interrelated wholesale Tour Operator brands Discover Australia Holidays (Australia) and HolidayMax™ (outbound).
Both brands share combined marketing, distribution, reservations, inventory and technology.
The International Specialist
Our two brands are divisions of the same great company. HolidayMax's carefully curated collection of amazing bucket-list destinations and luxurious experiences around the world are highly popular are deliver unbeatable value. Immerse yourself in remarkable landscapes, natural beauty and rich history with HolidayMax. Enjoy more hand-picked memorable experiences, more luxuries and our exclusive special extras.
The Australian Specialist
Our two brands are divisions of the same great company. Discover Australia Holidays covers all of Australia in more depth and with the most experienced local tour guides. Immerse yourself in Australia’s remarkable landscapes, natural beauty and rich history with The Australian Specialist. Enjoy more hand-picked memorable experiences, more luxuries and our exclusive special extras.
Huge & Engaged Audience
We operate two of Australia’s most popular travel websites. High volume packages are marketed and distributed through
our well-established and powerful networks. Our unique monthly audience is 5 million people with more than
400,000 households receiving our regular dealsAlert emails.
Holidays are extensively promoted through our powerful mix of owned, earned and bought advertising channels to our
huge and engaged audiences. Advertising is 100% digital and is analytically data-driven to ensure maximum conversions
across all digital ad networks and social media.
We are fortunate to have earned a large and loyal customer following over two decades. Many of our customers now choose
to travel with us - before they chose their destination. Customers are mainly located in Sydney, Melbourne,
Brisbane and Perth.
Retail Travel Distribution
We work with retail agents across Australia. We have long standing direct wholesale relationships with hotels, airlines, tours and vehicle hire operators. Products are packaged into our tour wholesale programmes that are very classical in nature - but are powered by our advanced proprietary packaging technology with live inventory and dynamic pricing.
Wholesale Specialists
The Australian based team of wholesale Holiday Specialist Consultants are well-trained and experienced professionals
that help make our customer’s dream holiday become a reality. The Perth based Reservations Centre operates 7 days a week
and is dedicated to ensuring our sophisticated travellers break free from the ordinary travel experience.
The Travel Operations team ensures all of the bundled package components operate like clock-work and our customers
have an incredible travel experience. The Product Department is responsible for supplier relationships,
live inventory and content within our proprietary system. A company culture is maintained that fosters excellence
within each work team, and which delivers world-class business practices and professionalism.
Technology Development
All of our cutting-edge bespoke technology is developed in-house by our own dedicated team of quality obsessed Software Engineers.
In handling such a large number of wholesale holiday bookings, it is fundamental that the company's computer reservations system is efficient
and fully integrated with both our suppliers and our website. Live connections to supplier systems enables real-time pricing and availability
to drive our advanced packaging technology. Our dynamic packaging system has been built by us from the ground up to enable us to have a significant
edge and to ensure our customers have superior travel experience.
The corporate Head Office in Perth, with our own office in Manila (with directly employed in-sourced staff).
New Travel Agents
Become a travel agent partner to distribute our popular range of packages. Register here.
New Suppliers
Partnerships are fundamental to our success. We work very closely with a smaller number of trusted suppliers, where we are able to deliver volume into the
periods most needed by our partners. Packages have a single price for all holiday components (flights, transfers, tours etc) where supplier prices are never
disclosed, ensuring rate integrity for our partners. Holidays are featured in our ongoing high-impact digital advertising campaigns to ensure maximum exposure
and booking conversion.
We are continually sourcing and evaluating new experiences and suppliers. New hotels, activities, cruises, tours and experiences are encouraged to
contact the Product Department for consideration into our high-volume packages. Contact the Product Team here.
Our Story
Initially founded in 1996 to bring visitors to just Western Australia, the company then expanded to all destinations across Australia and now to overseas destinations through HolidayMax.
In just a few years, the Harding family grew Discover West Holidays to become the largest wholesaler for West Australia before then taking over the Best of The West Holidays business. Soon after, Discover Australia Holidays was launched and has since become the most trusted name for Australian all-inclusive holidays; and continues to experience solid growth rates.
At the request of our loyal customers, we then expanded into select bucket-list destinations globally through HolidayMax™. They asked us to bring our hallmark special touches to a carefully hand-picked selection of incredible international experiences. HolidayMax quickly became a huge success and continues to experience extraordinary ongoing growth as word spreads and new global destinations are added.
HolidayMax and Discover Australia is respected for investing back in promoting sustainable tourism, and the economic and employment benefits it brings to various destination communities.
This privately held company is a great Australian success story and today is 100% owned by the Harding family, as it has been continually since 1996.
Australian Family Company
This Australian family owned and run company has been delighting customers for more than 20 years. More than a million holidays have been enjoyed over this time. The Harding family started the company in 1996 based on their long and proud tradition in hospitality and tourism. Respected throughout the tourism industry, and known as pioneering innovators, the Harding family is renowned for their passion for sustainable tourism.
The company’s Managing Director has also served in a senior government role as Chairman of Tourism Western Australia (statutory authority) and earlier as the national Deputy Chairman of the Australian Tourism Export Council (peak industry body representing Australia’s $30 billion inbound tourism industry).
Now with both HolidayMax and Discover Australia Holidays brands, and three generations working in the company, the future continues to be very bright.
