Agents have a two-year ‘golden run’ to sell Australia, according to AAT Kings Group chief executive Ben Hall.

He described how the stars have aligned for the destination, from stabilising flight prices and a favourable exchange rate to geopolitics nudging travellers towards perceived safer destinations like Australia.

Add a highly anticipated Ashes series, which kicked off in Perth last night, into the mix, and he said agents had a great opportunity to promote the destination.

“AAT Kings’ 2026 sales are well up, 35% year-on-year, and we think we will continue to see that growth through the next 12 to 24 months,” he said.

“The Ashes will keep Australia front of mind over the next six weeks, and that generates positive conversation around Australia. If the cricket is positive from England’s perspective, that will continue to influence [bookings].”

He added: “The exchange rate is the best it’s been for maybe 10 years now. At AUD$2 to £1, it’s essentially half price. It’s been that way for a couple of months, and seems to be sticking there, so it feels like a good time to travel.”

'We're taking bookings for 2028'

Other trends he discussed with TTG while on a flying visit to London included regional dispersal, with second and third-time visitors to Australia spreading out beyond the classic first-time itineraries.

"At least 50% of Australia’s UK visitors are not visiting the destination for the first time, and we’re seeing a lot of bookings by repeat customers for the likes of Tasmania, South Australia and Western Australia.”

There’s also the growth of the shoulder season, with September, October, April and May all now delivering larger volumes than was previously the case for the Australia and New Zealand escorted tours operator.

He also reported a polarisation of booking patterns, with a return to the traditional booking window of 9-15 months in advance. “We’ve even taken bookings for 2028, which is staggering,” he said.

However, on the flip side, he notes that consumers are becoming more spontaneous and willing to travel last-minute when they spot a good deal. “There’s the instant gratification generation who see something on TV, and say, let’s just up and go, and that is a fascinating change in booking patterns.”

One of AAT Kings’ core markets are the Baby Boomers, now in their Sixties and Seventies: “They’ve been paying into their pensions, and they have money to spend,” he said.

“And they are happy to spend that money on travel, on food, and experiences. It ties into why we’re doing so well, with the average age on one of our trips is 65 in general,” he added.

'Phenomenal growth'

Earlier this year AAT Kings launched smaller group sizes (maximum 24 people, average 16), in response to market demand, and these have quickly grown to a 30% share of business.

“Large groups remain our bread and butter,” he explained. “But there’s clearly a move in the market towards the more immersive experience provided by a smaller group, and we see that as a market we can grow even further.”

Another product trend meeting the demand for more immersive experiences is the growth of Indigenous tourism and Hall sees no sign of this slowing down. “The growth is phenomenal,” he said, “and Indigenous tourism has a great story to tell.”

“A didgeridoo and a boomerang throw are not the case for Indigenous tourism any more. Each state has different experiences, and the offer in Kimberley will be very different to the offer in Tasmania, and consumers want to experience them both.”
 
As a B2B-focused business, he said trade relations were extremely important for the brand, with AAT Kings’ A-List Travel Agent Resources providing access to selling tools and loyalty rewards, with a sliding scale of personal discounts available depending on an agent’s engagement with the brand.

“Expect more to come from our A-list Access podcast and more fam trips planned for 2026,” he promised.