News Archives - The Big Red Group

New Big Red Group report finds desire for adventure is accelerating, with demand driving bookings for high-octane activities in the first shoulder season of the year.

Demand for adrenaline-inducing activities and adventure tourism drives solid shoulder season for the Australian experiences industry

Fresh report from Big Red Group, the nation’s largest experience network, shows a strong desire for adventure, with demand for thrilling experiences accelerating.
Consumer confidence and discretionary spending continue to grow, as inbound tourism climbs +6% year-on-year (YOY) thanks to China, India, and the UK.
Aussies embraced ‘coolcations’ this Autumn, sought rest and rejuvenation, and tried their hand at new crafts through an array of classes and courses.
Weather-related disruptions contributed to mixed returns for experience operators, with Queensland (-37%) and Tasmania (-22.5%) down, whereas Victoria (+23%) and South Australia (+16.8%) experienced stand-out seasons fuelled by special events.

25 June, 2025 – A strong first shoulder season for 2025 indicated solid returns still to come for Australia’s tourism and experiences industry this year as Aussies demand for adrenaline-inducing activities surged. Thrilling adventures like helicopter flights grew exponentially (+92.9%) and offerings including ziplining, bungy jumping, and giant swings also jumped by +71.4%.

The Seasonal Experiences Index: Autumn 2025 report from Big Red Group found consumers are increasingly seeking thrills – with 18.5% of experiences served in Autumn falling under the adventure category.

The report, which analyses booking data from close to 200,000 experiences taken between 1 March and 31 May, supports the broader trend toward adventure tourism, with the market forecasted to grow from AUD 53.33 billion in 2025 to approximately AUD 174.03 billion by 2032. ¹

Big Red Group data also revealed a strong swing toward a growing desire for distinctive experiences that offer something meaningful, exciting, or novel as spending shifts toward high-value moments and travel consumption climbs.

¹ Coherent Market Insights, Australia Adventure Tourism Market Size and Share Analysis – Growth Trends and Forecasts (2025-2032)

Key findings within the report include:

Tourists increase touch downs with inbound travel up 6% YOY, with strong demand seen from China, India and the United Kingdom as helicopter flights (+ 92.9%), canyoning (+71.9%) and sightseeing/cultural tours (+71.9%) draw in international visitors.

Climate resilience emerged as both a trend and a necessity amid unprecedented deluges in Autumn. With Coolcationing, flexible booking policies, and weather-proofing among the ways operators and travellers are adapting to a changing climate.

Curated culinary hubs on the rise after industry emerges from chaotic half decade. Big Red Group served over 27,000 ‘wine & dine’ experiences in Autumn, contributing to the country’s food tourism market, which is projected to soar to $165bn by 2033.

Melbourne takes pole position knocking off long-time rival Sydney to take top spot in season’s experience destination hot list, with the Formula One Grand Prix and AFL opening round drawing record crowds and encouraging bookings.

Autumn hotlist heats up as Hot Air Ballooning and Sightseeing & Cultural Tours rise into the season’s experience hotlist, however, Theme Parks once again held onto the top spot, with close to 12.5% of total experiences served in the category.

Wild weather continued to wreak havoc in Autumn, with heavily affected areas like Coolangatta (-50.2%) and Broadbeach (-27.4%) dipping. Yet, North Queensland told a different story as Port Douglas (+47.6%) and Cairns (+22.9%) grew exponentially.

Locals lived it up as the trend toward short-stay getaways continued this season, with getaways surging by +16.3% as back-to-back long weekends enticed Aussies to head away and experience the best the nation has to offer.

Less stuff, more stories as consumers increasingly seek quality experiences over quantity – and become more willing to spend, so long as it feels unforgettable. It comes as the average order value for big-ticket items increased for RedBalloon and Experience Oz.

On the new seasonal report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“Consumers are showing us that they are seeking experiences that are unforgettable, leading to the prioritisation of high-value activities that enrich or excite. They want ‘quality over quantity’ – and they’re willing to spend for it, so long as it feels memorable. This was a key mindset we saw reflected in our booking data which analysed close to 200,000 experiences served across RedBalloon, Adrenaline, and Experience Oz in Autumn.”

“As decision-making becomes more centred around emotionally resonant experiences, t he tourism and experiences industry is certainly well poised to benefit from this mindset shift. Couple this with a continued rise in travel consumption and intent, and it’s clear the industry is evolving into something even more impactful and exciting”.

To read the ‘Seasonal Experiences Index: Autumn 2025’ report from Big Red Group, please click here.

BRG Seasonal Experiences Index Autumn 2025

BRG Experience Operator: Melbourne River Cruises

From Family Cruises to Dog-Friendly Innovation: How Melbourne River Cruises is growing Melbourne Tourism

A Legacy of Excellence on the Yarra

For over four decades, Melbourne River Cruises has been offering visitors and locals alike a unique perspective of one of Australia’s most vibrant cities. As a family-owned business with deep roots in the Melbourne tourism scene, they’ve mastered the art of providing memorable experiences that showcase the city from its most flattering angle – the water.

“The Yarra River flows through the heart of Melbourne, providing uninterrupted views of iconic landmarks, from the stunning skyline to historic bridges,” explains the Melbourne River Cruises team. This distinctive vantage point has been key to their success in a competitive tourism market, offering tranquillity paired with spectacular views.

The Power of Partnerships

Melbourne River Cruises’ partnership with Big Red Group stands apart in terms of impact and strategic alignment, particularly during challenging times. What started as a business relationship became a lifeline during one of tourism’s most difficult periods.

“What really solidified the partnership was the impact of COVID-19,” explains the team. “With no international tourists for over two and a half years, RedBalloon played a key role in helping us reach local customers during that time, and their support made a real difference in keeping our cruises going through a very challenging period.”

The results have been transformational, particularly during key holiday periods when the gifting market becomes an increasingly important revenue stream.

“Being listed on platforms like RedBalloon and Experience Oz has had a very positive impact on our bookings and overall business growth,” the team confirms. “Taking part in the recent Christmas campaign was a highlight, as it significantly boosted our visibility and attracted both local and international guests looking for unique holiday experiences.”

“Partnering with Big Red Group has helped us reach new audiences and grow our brand. Their platform boosts our visibility, attracting more customers and increasing bookings. This aligns with our overall business growth planning. Being part of their marketing campaigns keeps us competitive and supports our long-term growth by ensuring more people discover and experience Melbourne River Cruises.”

Opening New Markets Through Partnership

“Since teaming up with Big Red Group, we’ve seen a shift in the types of customers we attract, particularly in the gifting market,” explains the team. “The platform has opened up new opportunities for us to connect with customers looking for unique and memorable gift experiences, such as gift vouchers for our cruises. This has been especially popular during holiday seasons and special occasions, as people seek thoughtful, experiential gifts for their loved ones.”

From an operational perspective, the seamless integration between platforms has eliminated common pain points that often frustrate both operators and customers. Customers who book through RedBalloon or Experience Oz are automatically entered into Melbourne River Cruises’ reservation system, minimising double-booking issues and administrative overhead that often plague multi-channel booking systems.

Experiences that Appeal to Everyone

Whether you’re a local Melburnian or an international visitor, Melbourne River Cruises has designed experiences to captivate all audiences. Their daily sightseeing cruises come in convenient 1-hour or 2-hour options, while their Williamstown ferry provides a relaxing route to one of Melbourne’s most charming coastal suburbs. The company has also developed dining experiences including Lunch Cruises, Dinner Cruises, and a Bottomless Brunch Afloat experience.

“We take great pride in our deep understanding of customer service and cultural awareness, ensuring we cater to the diverse interests and expectations of all our guests. Our team is dedicated to providing exceptional service, whether our guests are joining us for a relaxed sightseeing cruise or an elegant dining experience.”

Going to the Dogs (In the Best Way Possible)

In a move that perfectly demonstrates their commitment to innovation and customer satisfaction, Melbourne River Cruises introduced one of their most popular and unique offerings: dog-friendly cruises. Understanding that pets are family members too, they created an experience that allows guests to enjoy Melbourne’s beauty without leaving their furry companions behind.

“We introduced dog-friendly cruises because we know how important pets are to their owners, and we wanted to offer a way for people to enjoy the beauty of Melbourne from the water without having to leave their furry friends behind,” explains the team.

The response has been overwhelmingly positive. “It’s been heartwarming to see how excited dogs are to join their families on board,” the team shares. “The positive feedback we receive from pet owners highlights the unique experience we’ve been able to offer.”

This initiative not only opened a new market segment but also reflected the company’s adaptability and awareness of evolving customer preferences. For experience operators looking to expand their audience, Melbourne River Cruises’ pet-friendly approach offers an inspiring example of how understanding your customers’ lifestyles can lead to exciting new business opportunities.

Of course, safety remains paramount – dogs must be kept on leashes, owners must ensure their pets are well-behaved, and the company reserves the right to deny boarding if necessary. This balance of innovation and responsible management exemplifies the thoughtful approach that has kept Melbourne River Cruises thriving for decades.

Meet Shelby – official model for Melbourne River Cruises pet friendly cruises.

The Secret to Sustained Success

What has kept Melbourne River Cruises at the forefront of Melbourne’s tourism industry for so long? Their answer is refreshingly straightforward: continuous improvement and team culture.

“The driving force behind Melbourne River Cruises’ growth has been our constant commitment to the continuous improvement of our products,” they explain. “We’re always looking for ways to enhance our offerings, whether through expanding our cruise options, improving customer service, or introducing new experiences that align with the needs and expectations of our guests.”

This philosophy extends to how they handle customer feedback, which they review and respond to daily. It was this attentiveness that led them to upgrade their audio commentary system based on guest suggestions – a change that significantly enhanced the overall experience.

“Our strong team culture plays a crucial role, creating a welcoming atmosphere that keeps guests coming back,” adds the team. “Additionally, our ongoing efforts to stay connected with the broader tourism industry and innovate our product offerings have helped us maintain relevance and stand out in a competitive market.”

This commitment to their team translates directly to customer experience, with staff retention rates above industry average and consistent positive feedback about the crew’s knowledge and friendliness.

Looking to the Future

As Melbourne River Cruises continues to evolve, they remain excited about their ongoing partnership with Big Red Group. “We’re excited to keep growing with Big Red Group by our side!” the team enthuses. “Their expertise in experience-based tourism, along with their wide-reaching platform, allows us to strengthen our presence in the market.”

The partnership’s success is evident in real-world results: Melbourne River Cruises has become one of the top-booked experiences at the newly launched Experience Oz Booking Desk in Melbourne’s Visitor Hub. This physical presence in the heart of Melbourne’s tourism district provides another touchpoint for visitors to discover and book their river cruise experiences, complementing the digital platforms and creating a seamless omnichannel experience for customers.

“Having a presence at the Melbourne Visitor Hub through the Experience Oz Booking Desk has been fantastic,” notes the team. “It puts us right where visitors are making their Melbourne experience decisions, and the booking desk staff really understand our product and can recommend the right cruise for each customer.” For visitors to Melbourne, the Experience Oz Booking Desk offers expert local knowledge and the convenience of booking multiple experiences in one location, check it out on your next visit if you’re planning your Melbourne itinerary.

Their journey from a small family business to a cornerstone of Melbourne tourism demonstrates that with the right approach and partners, even the choppiest waters can be successfully navigated.

Ready to Grow Your Business with RedBalloon?

Melbourne River Cruises’ success highlights the real impact of partnering with RedBalloon and Experience Oz. By joining the Big Red Group network, they’ve overcome challenges, reached new audiences, and taken their business to the next level. And your business can too.

As an experience operator, your focus is on delivering unforgettable moments. That’s where we come in. We take care of growing your visibility and driving demand, so you can keep doing what you do best.

Whether you’re a long-standing business or just getting started, our platform helps operators across Australia grow through increased bookings, targeted marketing, and real support.

Become a Partner Today >

BRG Experience Operator: Botanic House

From Garden to Plate: How RedBalloon and Botanic House Serve Up Unforgettable Dining Moments

What distinguishes Trippas White Group in Australia’s hospitality landscape is their exceptional portfolio of venues that are destinations in their own right. From the Royal Botanic Gardens Sydney to the Yallamundi Rooms at the Sydney Opera House, Taronga Zoo, the National Gallery of Australia, and the Australian War Memorial – each location offers a unique story deeply connected to place, history, and culture.

“Our unwavering focus is on crafting bespoke dining and event experiences that honour the essence of these surroundings,” explains Hoanh, General Manager of Botanic House. “Whether you’re dining with views over Sydney Harbour or hosting an event surrounded by Luscious trees in the gardens, every detail is designed to create lasting memories.”

Spotlight on Botanic House: Where Nature Meets Culinary Excellence

Among their impressive collection of venues, Botanic House stands as a shining example of the Trippas White Group philosophy. Nestled in the heart of Sydney’s Royal Botanic Gardens, this hidden gem offers an experience that feels “discovered rather than visited.” Guests meander through lush greenery, past ancient trees and blooming flowers, arriving at a stunning pavilion with breathtaking views of the gardens and Sydney Harbour.

In partnership with renowned chef Luke Nguyen, Botanic House offers a menu that seamlessly blends Eastern flavours with native Australian elements – each dish reflecting the vibrant botanicals and colours of the surrounding gardens.

“Our vision at Botanic House has always been to turn dining into a true sensory experience – where every dish connects guests to the beauty of the gardens and the richness of native ingredients. My cooking blends Vietnamese roots with an Australian ingredients & local produce, and it’s incredibly rewarding to see this captured so well and shared through important partnerships with platforms like RedBalloon.”
Luke Nguyen – Culinary Director, Botanic House

Chef Luke generously shares one of his signature recipes – Beef Tossed with Wild Betel Leaf and Lemongrass: Bò Xào Lá Lốt.

At Botanic House, Ambassador Chef Luke Nguyen draws deep inspiration from his heritage, crafting dishes that celebrate the vibrancy of Vietnamese cuisine through the lens of Australia’s finest local produce. His approach is rooted in tradition yet reimagined with creativity, shaped by a lifetime of culinary exploration and a passion for storytelling through food. This dish embodies Luke’s signature style – bold, fresh, and authentically personal.

Download recipe here >

“We’re incredibly proud of our ongoing partnership with RedBalloon. Year on year, they’ve consistently delivered strong results across lunch, dinner, and picnic experiences at Botanic House. Since 2021, we’ve seen steady growth and renewed engagement, with RedBalloon playing a key role in reconnecting guests with our venue. What began as a modest stream of bookings has evolved into a powerful driver of awareness and visitation. The partnership has gone from strength to strength, and we’re excited to see it continue to flourish.”
Trippas White Group

Sustainability at the Core

For Trippas White Group, sustainability isn’t merely a trend but fundamental to their operations. At Botanic House, every menu features carefully curated seasonal, locally sourced ingredients, supporting regional farmers and producers who share their commitment to ethical practices.

“We see the Royal Botanic Gardens not just as our backdrop, but as our muse,” Hoanh shares. This philosophy extends beyond the plate – from personalised service to event hosting, they create experiences that feel intimate, thoughtful, and deeply connected to nature.

Responding to evolving customer preferences, they’ve expanded their offerings to include refined hamper options, allowing guests to enjoy their culinary creations while picnicking on one of the many picturesque lawns within the gardens. This adaptation reflects their commitment to value and meeting changing customer needs.

The Big Red Group Partnership: Two Decades of Shared Growth

The 20-year partnership between Trippas White Group and Big Red Group stands as a testament to the alignment of core values between both organisations. “Both Trippas White Group & Big Red Group have a lot of similarities as we both deliver tailored experiences for our patrons,” says Hoanh, General Manager.

This collaboration has significantly expanded their market presence year after year, with experiences tailored to market needs. The partnership has been particularly valuable in introducing new customers to Trippas White Group venues through gifting experiences – creating a powerful word-of-mouth engine that drives continued visitation.

What Makes the Difference?

When asked what makes the customer experience so special, Hoanh, points to their attentive staff who excel at accommodating dietary needs and recognising special occasions. This attention to detail, combined with the stunning venues and exceptional cuisine, creates the memorable experiences that generate consistently positive feedback from Big Red Group customers.

For Trippas White Group, the partnership with Big Red Group offers unique value through expanded market reach to audiences beyond their traditional channels. They particularly appreciate Big Red Group’s quick response times, proactive product promotion, and true partnership approach.

“We’re not just another listing in their catalogue,” they emphasise. They appreciate that the Big Red Group team champions the Trippas White Group venues, understands the unique value proposition, and actively works to showcase their experiences to the RedBalloon audience. This collaborative approach has transformed what could have been a transactional relationship into a genuine strategic partnership that has flourished for over two decades, driving mutual growth and delivering exceptional experiences to customers across Australia.

Our RedBalloon gifting pages have seen a 70% increase in revenue over the past year, highlighting our leadership in the gifting market.

Through venues like Botanic House, Trippas White Group shows how authenticity, attention to detail, and a deep connection to place can create hospitality experiences that truly stand apart – making them an ideal partner for Big Red Group’s experience platforms.

“Our partnership with RedBalloon has opened doors to customers we may never have reached otherwise. The platform understands how to tell our story and connect us with people seeking the exact experiences we offer.”
Trippas White Group

Ready to Grow Your Business with RedBalloon?

The success of Botanic House and Trippas White Group demonstrates the transformative potential of partnering with RedBalloon. For hospitality venues and experience providers looking to expand their reach, tap into new customer markets, and benefit from a proven marketing experience platform, the opportunity is huge.

Start expanding your reach with Big Red Group and join successful partners like Trippas White Group. Discover how our experience platforms can help showcase your unique offerings to a wider audience.

Join The Network >

New Big Red Group report finds Australia’s experience operators on road to recovery after a challenging half-decade, as consumers increase spending and inbound tourism rebounds

From recovery to resurgence: Inbound tourism and travel trends signal strong year ahead for Australian experiences industry

New ‘Seasonal Experiences Index’ from Big Red Group reveals the state of the nation’s tourism and experience industry through the Spring/Summer season.
Many tourism and experience operators are on the road to recovery after a challenging few years, as consumers increase spending on travel and inbound tourism rebounds – up by +84% year-on-year.
In Spring/Summer, Australians traded long-vacays for shorter stays, embraced the arts by checking out Art Galleries and Museums, and got all revved up for V8 Supercars experiences.
China’s inbound rebound has hit the arrival lounge alongside consistent bookings from Korea and Taiwan, while major sports events are providing a huge boost for the industry – and travellers are splashing cash on wellness and Indigenous tourism.

20 March, 2025: Inbound travel is officially back – and in a big way, with international bookings up 84% year-on-year. It comes five years after the industry ground to a halt as the COVID-19 pandemic hit and Australia closed its international borders.

The Seasonal Experiences Index: Spring/Summer 2025 report from Big Red Group found that bookings to date are already up by almost two-thirds (+64%) in 2025 vs. the same period in 2024, pointing to a positive year ahead.

The report, which analyses booking data from over 650,000 experiences taken between 1 September and 28 February, revealed that there is finally light at the end of the tunnel for the nation’s experience operators. Total travel consumption, intent to spend, and Australian tourism jobs have all experienced upticks – creating an air of cautious optimism among the industry.

Key findings within the report include:

Sunshine state of mind : Sydney may have reigned supreme as the top experience destination for Spring/Summer, however, Queensland had the most entries with Cairns, Surfer’s Paradise and Coomera all ranking highly.

Travellers taking to the waves: Australia saw an inbound tourism boom, with soaring demand from China, Taiwan, and Korea. International travellers flocked to experiences like Scenic & Dining Cruises (+5,494%), Whale & Dolphin Watching (+88%), and Reef & Island Cruises (+148%), making waves in the industry.

Short-stays over long vacays: Australians recharged with more mini-breaks over Spring/Summer with Sightseeing Tour Getaways (+675%), Country Getaways (+53%) and Beach Getaways (+55%) all surging in popularity over longer vacations.

Culture calls: Aussies are embracing the arts, with bookings for Art Gallery & Museum experiences up by 30.1% YOY – and they are putting brush to canvas too with Art & Crafts Classes experiencing a 101.4% increase.

Wild weather wreaks havoc: Queensland felt and continues to feel the effects of extreme weather – with visitor numbers in Spring/Summer heavily skewed by tourism recovery measures, which is likely to continue for months to come. Bright sports included Ipswich Hinterland and Rocklea – Acacia Ridge who grew by +13.0% and +28.3% respectively.

Quality over quantity: While consumers are continuing to be mindful of their purchasing decisions, resulting in a slight dip in booking volume, they’re continuing to adopt a ‘quality over quantity’ mindset, with average order value increasing for RedBalloon and Adrenaline as Aussies spend more overall on experiences.

Sports shifting tourism into high gear: Major sporting events like the NRL Grand Final and Bathurst 1000 are driving sport-based travel experiences. V8-related purchases accelerated by 32% YOY and Formula One’s Melbourne Grand Prix saw inner-city bookings around the time of the race surge by +67% last year, with the trend expected to grow in the coming year.

Self-care soars: The Spa category is up by 125.3% year-on-year, reflecting the increasing focus on self-care and relaxation as health-conscious travel experiences are anticipated to achieve a market size of $624 million AUD in 2025.

Commenting on the report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“Australia’s tourism and experiences industry is finding its stride again, with inbound travel surging and domestic travellers embracing new ways to explore and intent to spend on the rise. With 650,000 experiences taken across RedBalloon, Adrenaline and Experience Oz so far this season – it’s abundantly clear demand for memories over material goods remains strong. We don’t anticipate this to lose momentum any time soon either – particularly as we appear to be nearing light at the end of the tunnel after nearly half a decade of recovery and uncertainty.”

“The data from our latest Seasonal Experiences Index points toward cautious optimism, with the desire and demand for more immersive, thrilling experiences holding strong. Aussies are continuing to seek out activities that deliver quality over quantity – with short-stay getaways and spa treatments enjoying considerable growth – and they are even planning their travels around unmissable iconic events like the NRL Grand Final or long-running Bathurst 1000; with this trend likely to continue as Australia plays host to more global sporting leagues and events like the NBA later this year and the NFL in 2026.”

To read the ‘Seasonal Experiences Index: Spring/Summer 2025’ report from Big Red Group, please click here.

Big Red Group partners with the City of Melbourne

Big Red Group to head up City of Melbourne’s new tourism booking service Our partnership with the City of Melbourne

Thursday, 27 February, 2025 (Melbourne, Australia) – After a competitive tender process, The City of Melbourne is excited to announce its partnership with Big Red Group on its new tourism booking service, making it easier for visitors to explore the city.

Designed with the 14.9 million tourists who visit Melbourne annually, the Experience Booking Desk run by Experience Oz will make it easier and more enjoyable to explore everything Melbourne and Victoria has to offer.

Located at the Melbourne Visitor Hub at Melbourne Town Hall, the new service expands on the hub’s offerings, providing visitors with the ultimate one-stop shop to experience Melbourne, from guided tours to transport services, and local attractions.

The Desk will be staffed by friendly local experts, who will provide free detailed recommendations, tailored itineraries, and on-the-spot bookings for a range of activities and experiences, whether they’re accomplished travellers, Melbourne locals, or first-time tourists.

Key services offered at the new Experience Booking Desk include:

Tour Bookings: Explore Melbourne’s celebrated sites and hidden gems with curated walking tours, bus tours, day trips, and cultural experiences led by knowledgeable guides.
Transport Assistance: Get support with all your transport options, including airport transfers, public transport passes, car rentals, and ride-sharing services as well as your wider booking needs.
Attraction and Event Tickets: Reserve tickets for Melbourne’s top attractions, experiences, events, and festivals, including galleries, museums, sporting events, and live performances.

According to the City of Melbourne’s latest Melbourne Economy Snapshot, Melbourne is Australia’s number one city for interstate spending and visitors, providing significant opportunities for local businesses to thrive. The Snapshot also revealed that between September and December last year, international and interstate visitors generated two-thirds of Melbourne’s total visitor spend.

City of Melbourne Lord Mayor Nick Reece said:

“We are thrilled to partner with Big Red Group to offer this new service to the more than 14.9 million visitors who visit Melbourne each and every year.”

“Our friendly team of experts at the Melbourne Visitor Hub already deliver top-tier services to travellers – offering local insights and the best ways to discover Melbourne like a true Melburnian.”

“As Australia’s top city for interstate spend and visitors, the new booking desk will allow our local experts to provide more personalised itineraries and on-the-spot bookings to ensure visitors can enjoy a seamless, stress-free stay in our beautiful city.”

David Anderson, Co-Founder and CEO of the Big Red Group said:

“At Big Red Group we live and breathe our ethos of stories over stuff, which is why we’re delighted to work with The City of Melbourne to ensure visitors to the city have an experience they’ll cherish forever.”

“Being part of the hub also means we have a fantastic opportunity to spotlight the 45,000 small-business operators in Melbourne – 637 who operate in the state through the Big Red Group Network – and are ready and raring to share their passion for the city and all it has to offer.”
Visitors can access the Experience Booking Desk by visiting the Melbourne Visitor Hub at Melbourne Town Hall. For more information, visit the City of Melbourne.

Your Decision, Their Future

Making 2025 the Year of Local Impact

Your Business Decisions Matter

As we step into 2025, business leaders across Australia are asking themselves: “What can we do differently this year?” Perhaps the most impactful change lies not in grand transformations, but in thoughtful choices about where we direct our corporate spending.

The Power of Small Business in Australia

Did you know that Small and Medium Enterprises (SMEs) employ more than 7.5 million Australians? That’s more than 60% of our workforce. These businesses aren’t just participants in our economy – they’re the backbone of our communities, driving innovation, creating jobs, and keeping economic value within our local regions.

The Ripple Effect of Your Corporate Gifting

When you choose a RedBalloon experience voucher for corporate gifting, you’re not just sending a memorable gift. You’re creating a cascade of positive impacts:

Your recipient enjoys an unforgettable experience with one of our 1,500+ small business partners
Local experience providers receive direct customers
Communities benefit from increased local spending and tourism
Australian jobs are supported and created
Regional economies are strengthened
Regular payment cycles

Corporate Responsibility Made Simple

Major corporations are increasingly focusing on sustainability and social responsibility goals. Our partnership with Welcome to Country illustrates how RedBalloon acts as a bridge between big business and small local providers. Through this initiative, corporations can support Indigenous-owned businesses while providing authentic cultural experiences to their stakeholders.

Real Impact, Real Numbers

Every RedBalloon voucher purchased creates tangible benefits:

Average experience spend extends beyond the voucher value through additional local purchases
70% of experience participants travel outside their usual area, supporting businesses outside their usual realm
Local experience providers typically employ 5-15 people in their communities
More than 90% of RedBalloon’s experience providers are Australian-owned small businesses

Making Different Choices in 2025

As business leaders, we have the power to influence positive change through our procurement decisions. Here’s how you can make a difference:

Consider the wider impact of your corporate gifting choices
Look for opportunities to support local businesses in your supply chain
Think about how your business spending can align with your sustainability goals
Partner with platforms like RedBalloon that connect you directly to small business providers

Your Decision, Their Future

The question isn’t just about what we’ll do differently in 2025 – it’s about understanding the impact of our choices. When you choose RedBalloon for your corporate gifting, reward recognition or team buidling, you’re not just giving a gift; you’re investing in Australian communities, supporting local jobs, and contributing to a more sustainable business ecosystem.

Make 2025 the year your business gifting creates lasting positive impact across Australian communities. After all, strong local businesses mean strong local communities – and that’s something we can all support.

Why Gift-Giving Is More Than Just a Transaction

The Science Behind Meaningful Presents

Have you ever wondered why we feel such deep emotions when giving or receiving the perfect gift? We feel deflated if we give a gift that we clearly see is just not right, and the joy when we know it is exactly the right gift to show the depth of the relationship you have with that person. That is because It’s not just about the item itself – it’s about the powerful human connections we create through thoughtful gift-giving.

Research from Yale’s Center for Customer Insights reveals why gifts matter so much in our relationships. As social beings, we use gifts to strengthen bonds and express our understanding of others. It’s a language of love and appreciation that transcends mere material value.

But here’s what makes gift-giving truly special: it’s one of the few occasions where we actively try to step into someone else’s shoes. When we choose a gift, we’re attempting to bridge the gap between our perspective and theirs. Yale researchers Baskin and Novemsky found that this psychological dance between giver and receiver creates a unique dynamic that shapes our entire gift-giving experience.

Interestingly, the most meaningful gifts aren’t always the most expensive or elaborate ones. Studies show that receivers often prefer practical, thoughtful gifts that demonstrate real understanding over flashy alternatives. It’s about showing that we truly “get” the other person – their needs, preferences, and daily life.

The magic of gifts extends beyond the moment of exchange. Experience gifts serve as lasting reminders of our connections, creating what researchers call “memory markers” in our relationships. Every time someone recalls your gift, they’re reminded of your relationship and the thought you put into choosing it.

Think about the last time you received a perfectly chosen gift. Remember that warm glow of feeling understood and appreciated? That’s the true power of gifting – it creates moments of genuine human connection in our increasingly digital world.

Whether you’re choosing gifts for employees, clients, or loved ones, remember that the most impactful gifts aren’t necessarily the most expensive ones. They’re the ones that say, “I understand you, I value you, and I’ve taken the time to show it.”

In a world where authentic connections are increasingly precious, thoughtful gift-giving remains one of our most powerful tools for building and strengthening relationships. It’s not just about the gift – it’s about the message it carries and the bonds it helps create.

[Reference: Yale School of Management, “A Behavioral Scientist’s Guide to Gift-Giving,” 2022]

Reference: Gifts under $99

Why Experience Gifts Create Stronger Business Relationships

The Science Behind Memorable Corporate Gifting

The Psychology of Corporate Experience Gifts Recent research by Puente-Díaz and Cavazos-Arroyo (2024) reveals something fascinating: experiential gifts forge stronger emotional connections than material presents. Why? Because experiences align with recipients’ core values and foster a sense of autonomy – crucial factors in business relationship building.

The Psychology of Corporate Experience Gifts

Recent research by Puente-Díaz and Cavazos-Arroyo (2024) reveals something fascinating: experiential gifts forge stronger emotional connections than material presents. Why? Because experiences align with recipients’ core values and foster a sense of autonomy – crucial factors in business relationship building.

How Corporate Experiences Drive Lasting Business Relationships

Think about it. Which would your clients remember longer:

Another branded corporate gift basket
A thrilling jet boat adventure
One more promotional product
A masterclass in wine tasting

The science shows that experiences create lasting memories that strengthen business bonds, while material gifts often end up forgotten in desk drawers.

The Business Impact of Autonomy-Driven Gifting

According to Self-Determination Theory, three elements drive human motivation:

Autonomy
Competence
Connection

RedBalloon’s corporate experiences tick all these boxes by offering:

Freedom to choose when and how to enjoy the gift
Opportunity to learn new skills
Shared experiences that build relationships

Why Smart Businesses Choose Experience Gifts

Our corporate clients consistently tell us that experience gifts deliver exceptional results through:

Higher recipient satisfaction compared to traditional corporate gifts
Increased social media engagement as recipients share their stories
Longer-lasting positive brand association through memorable experiences

Make Your Corporate Gifts Matter

Partner with RedBalloon for Business to:

Access 5,000+ unique Australian experiences
Benefit from dedicated corporate gift support
Receive bulk booking benefits
Create lasting business relationships

Change ordinary corporate gifts into extraordinary business stories with RedBalloon – Australia’s trusted experience gift provider.

Contact RedBalloon For Business Today

Big Red Group partners with Welcome to Country to make Australia’s Aboriginal & Torres Strait Islander experiences more accessible

Partnership will help empower First Nations communities, support local businesses, and foster a deeper understanding of First Nations culture

October 3, 2024: Big Red Group has partnered with not-for-profit Welcome to Country to increase access to Aboriginal and Torres Strait Islander experiences and support First Nations operators.

Launched in conjunction with the tenth annual ‘Indigenous Business Month’, the partnership aims to better connect domestic and international visitors with authentic cultural experiences, with 48 Aboriginal experiences now available to book through the RedBalloon website with more to come.

The unique collection of experiences – including guided tours, storytelling sessions, and hands-on workshops highlighting traditional art forms – will not only enable visitors to immerse themselves in Australia’s rich First Nations culture, but also support Aboriginal and Torres Strait Islander businesses to grow through e-commerce.

With research showing that approximately 80 percent of international visitors would like an Aboriginal tourism experience on their holiday in Australia, yet only 20 percent making bookings with First Nations operators – the partnership will strive to ensure that tourism benefits are equitably shared with First Nations communities and allow Big Red Group to provide visitors with more culture-rich and unique experiences.

David Anderson, co-founder and CEO of Big Red Group, said:

“We’re delighted to kick-off Indigenous Business Month by announcing our partnership with Welcome to Country. Offering ‘stories over stuff’ is a key mission of ours at Big Red Group – and we’re thrilled to be making stories from the world’s oldest continuous culture more accessible to Australia’s domestic and international visitors.

“By offering these experiences through RedBalloon, and with plans to expand the range to Experience Oz this month, we can play a part in supporting the economic empowerment of Aboriginal and Torres Strait Islander businesses – which has lasting benefits for the wider communities around them.”

Desmond Campbell, CEO of Welcome to Country, added:

“This partnership is an exciting opportunity to showcase the rich cultural heritage of First Nations people. We are excited to collaborate with Big Red Group, so we can extend our audience and provide more people with the chance to engage with our stories and traditions.

For every $1 spent with First Nations businesses, there’s a social return of $4.41—so your dollar truly works four times harder when you choose to support these businesses. Supporting First Nations businesses means you’re supporting keeping the world’s oldest continued cultures and languages alive.

Through this collaboration, we aim to continue to support First Nations communities, preserve cultural heritage, and promote sustainable tourism.”

For additional information about the Aboriginal experiences now available through RedBalloon, visit here.

New Big Red Group report finds Australia’s tourism and experiences industry ‘resilient and recovering’ despite economic challenges

The new ‘Seasonal Experiences Index’ offers optimism for domestic and international tourism industry despite ongoing challenges

September 02 2024: As we welcome the arrival of spring, we’ve taken the opportunity to reflect on the performance of the tourism sector during the autumn and winter months.

Launched today, the Seasonal Experiences Index: Autumn/Winter 2024 report from Big Red Group found that Australians are continuing to invest in domestic tourism experiences, with average basket size up 5.7% year-on-year.

The report, which analyses booking data from experiences taken between September and January, has revealed that post-pandemic recovery, ‘revenge travel’ and government-backed stimulus projects helped deliver a bumper year for the industry in 2022 – and it’s been hard for many operators to match this pace in 2023.

There’s been strong returns from international markets too, with data pointing to 89.1% growth in bookings this season – and an incredible 337.6% year-on-year growth for 2024 to date.

Key takeaways from the report include:

Strong rebound for inbound: Fastest-growing markets for experiences this year include China, Taiwan, Singapore, India and Korea – as Japan remains slow to restart – and they’re all over cruises, hot air balloons and jet boats

FNQ favourites enjoy a comeback: Positive signs of growth Cairns (+13.1%) and Port Douglas (+47.6%), after summer storms and cyclones tore through the region

Garden State gains: Australia’s second-largest tourism market, Victoria, defies the national trend to deliver marginal 0.4% growth in bookings year-on-year, whilst South Australia, New South Wales and Northern Territory lag further behind.

No South Whales: While Queensland has enjoyed some of its best whale watching numbers in decades, with bookings up 18.7%, an unprecedented number of weather-related cancellations have cut bookings in New South Wales by a fifth (-20.6%)

Gold-standard demand: There’s been a 163% increase in bookings for white water rafting experiences in July and August as Australia’s own Jess Fox enjoyed double gold success

Regional tourism wins: There’s cause for celebration in outer-city locations, as Young (+30.7%), Coffs Harbour (+52.4%) and Orange, (+116.7%) contribute towards regional NSW’s ‘most popular domestic travel destination’ win, whilst Aussies flock to Queensland’s northern outback (+314.7%) and Western Australia’s Kimberley region (+6.8%).

Commenting on the report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“With the nation hit by unpredictable weather and ongoing economic uncertainty – including the collapse of not one, but potentially two regional airlines – it’s promising to see a resilient spirit in Australia’s tourism and experiences industry.

“With inbound tourism on the rebound and Australians continuing to invest in travel and experiences – it’s clear that domestic and international visitors are still eager as ever to try out new experiences and make the most of all the great activities Australia has to offer – whether that’s unique wildlife encounters with Tasmanian Devils, winding down with wellness experiences in Victoria or getting onto and into the water in Far North Queensland.

“With over 500,000 experiences booked so far this season, we can see that visitors to our shores are committed to creating memorable moments, showing a strong preference for ‘stories over stuff’. This trend promises to continue as the industry navigates its path to recovery, and we look forward to seeing what the next few months and peak summer season will bring.”
To read the ‘Seasonal Experiences Index: Autumn/Winter 2024’ report, click here.