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Company Profile
We have been delighting guests for more than 20 years, with over 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
- River Cruise Line
- Tour Operator
- High-tech, super-efficient
- Strong ongoing growth
- Readymade all-inclusive holidays
- Large audience, loyal customers
- Advanced packaging technology
- 20 years and 1 million holidays
- Australia’s largest privately owned travel company
Customers from across Australia (and now America) can experience HolidayMax’s immersive touring and luxury river cruising through our exclusive, ready-made pre-packaged holidays.
Overview for Partners
Welcome to a new breed of Tour Operator and River Cruise Line.
We have pioneered advanced technology that has enabled us to re-invent
traditional holiday packaging. While our full vertical integration ensures
we maintain control of guest experience and eliminate the clunky inefficiencies
of legacy companies. This ultra-modern, super-efficient approach is driving extraordinary growth
and ensures HolidayMax’s customers experience an exceptional holiday at unbeatable value.
With teams based in Australia, London, Rome, New York, Amsterdam,
Cape Town, Tokyo, Hanoi, Bangkok, Colombo and Manila, HolidayMax has grown into a highly
respected global tour operator and river cruise line. Welcome to the future of travel.
World-Class Tours & River Cruises
The HolidayMax Group operates immersive touring and luxury river cruises across five continents. Experience our carefully curated collection of amazing bucket-list experiences around the world, all at unbeatable value. We have taken care of all the details with our ready-made all-inclusive packages. Enjoy more hand-picked memorable experiences, more luxuries and our exclusive special extras. Immerse yourself in remarkable landscapes, natural beauty and rich history with HolidayMax.
The Australian Specialist
Our Discover Australia Holidays division covers all of Australia in more depth and with the most experienced local tour guides. We have taken care of all the details with our ready-made all-inclusive packages. Enjoy more hand-picked memorable experiences, more luxuries and our exclusive special extras. Immerse yourself in Australia’s remarkable landscapes, natural beauty and rich history with The Australian Specialist.
River Cruise Line
HolidayMax operates its own exclusive fleet of luxury river ships on the rivers
of Europe and the Mekong River, with more rivers on the way.
Our fleet of boutique-sized, fully-featured riverships continues to grow,
including a new shipbuilding pipeline. With a capacity of up to 171 guests per voyage,
each ship exudes a cozy yet sophisticated atmosphere.
All cabins feature sweeping river views. Our guests can expect warm and
indulgent hospitality from our attentive crew. HolidayMax’s onboard Cruise Director
and Tour Leaders are dedicated to making the voyage truly unforgettable.
Our carefully curated Shore Excursions are designed to ensure our guests experience
the very best of each destination we visit. Cruise itineraries are
either 7 or 14 nights in duration, with back-to-back weekly sailings.
These are then packaged with HolidayMax escorted touring.
HolidayMax is a cruise line setting the standard for luxury river
cruising with its unwavering commitment to exceptional value and guest satisfaction.
Tour Operator
HolidayMax operates its own comprehensive range of fully branded tours.
This includes various itineraries across Europe along with Japan, Vietnam,
Cambodia, Thailand, Sri Lanka, Southern Africa and Australia.
With new itineraries and destinations actively under development.
The tours are incredibly popular and many itineraries have daily
(or near daily) departures throughout much of the year.
There is a mix of full-sized and small-group touring options.
Each journey is led by an exceptional HolidayMax Tour Leader,
complemented by our passionate local guides. Our growing fleet of
large modern coaches exemplifies the spirit of our brand. HolidayMax
is a world-class tour operator with a passionate dedication to guest satisfaction.
Ocean Cruise Division
HolidayMax has joined forces with some of the world’s most popular ocean cruise lines to combine our renowned touring with ocean cruising. Our carefully curated all-inclusive cruise packages feature HolidayMax’s exclusive local pre-cruise touring plus flights, hotels and transfers. These seamless, ready-made cruise holidays make it effortless for our guests to experience bucket-list destinations and voyages. A wide range of cruise itineraries are available and sell in high volumes, making HolidayMax a top partner of many ocean cruise lines.
High-Tech, Super-Efficient Operations
HolidayMax’s incredible growth and loyal following is testament to our thoroughly unique, ultra-modern super-efficient approach. We have set ourselves apart through proprietary technology, vertical integration and the elimination of the clunky inefficiencies of legacy companies
All holidays are ready-made and pre-packaged. Packages are all-inclusive, with all flights, transfers, tours and cruises combined into a seamless travel 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
HolidayMax’s significant investments in technology - through our directly employed Software Engineers - is enabling our rapid growth and scaling, helping us to lead an extraordinary post-pandemic shift in the travel landscape. Our automation and efficiency are also driving low operational costs.
The cost benefits of eliminating the middle-men and clunky inefficiencies of the legacy travel industry is passed on to customers through incredible value premium holidays. While our vertical integration and branded in-destination operations enable us to ensure an exceptional travel experience is delivered to HolidayMax guests.
Our guests arrive to the warm welcome of the HolidayMax brand at their destination airport and their luxurious transfer to their hotel. Dedicated branded tours and river cruises are operated exclusively for our customers. Our unique itineraries, special extra touches and hidden secrets exceed expectations.
It is then truly heart-warming for our team to see so many of our customers return home and quickly book subsequent holidays with us.
- Fully branded local operations
- Large audience, loyal customers
- Close supplier partnerships
- Vertically integrated, end-to-end
- Directly employed software engineers
HolidayMax has just launched in America, now selling our tours and cruises to consumers across the United States through our New York City regional headquarters.
The HolidayMax Group (including its Discover Australia Holidays division) share consolidated marketing, distribution, reservations, inventory and technology. HolidayMax touring and river cruises are proudly provided by HolidayMax Travel Operations Pty Ltd, part of the Harding Family’s HolidayMax Group.
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 in Australia is 6 million people with more than 400,000 households
receiving our regular dealsAlert emails.
Plus with our recent launch in America, HolidayMax’s United States audience is
growing rapidly as more Americans experience the HolidayMax difference.
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 choose their destination.
Our Australian customers are mainly located in Sydney, Melbourne, Brisbane and Perth
and we continue to grow our presence across America.
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 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 (including airlines and hotels) enable 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 a superior travel experience. Our pioneering technology is key to driving HolidayMax’s industry leading efficiency and an exceptional guest experience.
Global Team
HolidayMax’s global Head Office is in Perth, with teams located around the world,
including New York, London, Rome, Amsterdam, Cape Town,
Hanoi, Tokyo, Bangkok, Colombo and Manila.
The Perth and New York based Reservations Centres operate 7 days a week and are dedicated to
ensuring our sophisticated travellers break free from the ordinary travel experience.
Our Holiday Specialist Consultants are well-trained and experienced professionals that help make
our customer’s dream holiday become a reality.
HolidayMax’s central Travel Operations team ensures all of the bundled package
components operate like clockwork and our customers have an incredible travel experience.
Our local in-destination operations teams are dedicated to ensuring our guests have a remarkable holiday.
The Product Department is responsible for supplier relationships, live inventory and
content within our proprietary system. Our Marketing Department spearheads our data-driven
100% digital marketing, with all advertising and creative development in-house
(including directly employed graphics and video teams).
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. Holidays are promoted via high-impact digital advertising campaigns to ensure maximum exposure and booking materialisation. We are continually sourcing and evaluating new experiences and suppliers. New hotels, activities, and experiences are encouraged to contact the Product Department for consideration into our high-volume holidays. Contact the Product Team here.
Our Story
Founded in 1996 to proudly show visitors our home state of Western Australia, the company then
expanded to all destinations across Australia, before growing to operate around the world.
Within just a few years, the Harding family built Discover West Holidays into Western Australia’s
largest tour operator, 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 holidays - a
reputation it continues to uphold while achieving consistent solid growth.
At the request of our loyal customers, we then expanded into select bucket-list destinations
globally through HolidayMax™. They wanted 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.
The HolidayMax Group has gone from strength-to-strength, with local teams operating throughout
Europe, Asia, Africa, North America and Australia. HolidayMax has grown into a highly respected
global tour operator and river cruise line. While Discover Australia Holidays continues to thrive,
now as a division of HolidayMax. The HolidayMax Group is respected for investing back in promoting
sustainable tourism, and the economic and employment benefits it brings to various destination communities.
Our current exciting chapter is to enable guests from America to also experience HolidayMax’s
unique blend of luxurious experiences at unbeatable value, with the establishment of a New York City
regional headquarters.
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).
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.
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. Over a million vacations 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 the HolidayMax™ and Discover Australia Holidays brands, and three
generations working in the company, the future continues to be very bright.
