Who gets found first in tours & experiences.

One measure of how Australians find tours & experiences, across Google, AI answers, social platforms and brand demand. 311 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Intrepid Travel26.8

#2AAT Kings19.4

#3TourRadar16.9

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 26.8 Intrepid Travel

7.4 points clear of AAT Kings, who sits at 19.4.

The chase 19.4–16.6 3 brands chasing

AAT Kings 19.4
TourRadar 16.9
Ultimate Winery Experiences Australia 16.6

Who owns each channel

Search 45% of the score Sightseeing Tours Australia 23.6 · #5 overall

AI 30% of the score TourRadar 52.9 · #3 overall

Social 15% of the score GetYourGuide 17.3 · #47 overall

Demand 10% of the score Viator 49.2 · #12 overall

The board · August 2026

1 Move — Intrepid Travel intrepidtravel.com Search 10.5 AI 50.7 Social 13.3 Demand 48.8 26.8

2 Move — AAT Kings aatkings.com Search 9.1 AI 36.3 Social 5.0 Demand 37.1 19.4

3 Move — TourRadar tourradar.com Search 0.0 AI 52.9 Social 0.0 Demand 10.1 16.9

4 Move — Ultimate Winery Experiences Australia ultimatewineryexperiences.com.au Search 9.4 AI 41.2 Social 0.0 Demand 0.0 16.6

5 Move — Sightseeing Tours Australia sightseeingtoursaustralia.com.au Search 23.6 AI 18.8 Social 2.6 Demand 0.0 16.6

6 Move — APT Luxury Travel aptouring.com Search 9.5 AI 33.0 Social 4.6 Demand 0.0 14.9

7 Move — Outback Aussie Tours outbackaussietours.com.au Search 11.4 AI 30.8 Social 0.0 Demand 0.0 14.4

8 Move — Globus globusjourneys.com Search 9.4 AI 23.0 Social 2.8 Demand 25.5 14.1

9 Move — G Adventures gadventures.com Search 0.0 AI 35.7 Social 2.3 Demand 20.0 13.0

10 Move — Outback Spirit Tours outbackspirittours.com.au Search 14.3 AI 19.9 Social 2.7 Demand 0.0 12.8

11 Move — Collette gocollette.com Search 0.0 AI 29.8 Social 0.0 Demand 25.5 11.5

12 Move — Viator viator.com Search 0.0 AI 20.0 Social 2.3 Demand 49.2 11.3

13 Move — Trafalgar trafalgar.com Search 0.0 AI 21.6 Social 2.6 Demand 39.9 10.9

14 Move — Adventure Tours Australia adventuretours.com.au Search 0.0 AI 28.0 Social 15.6 Demand 0.0 10.8

15 Move — Insight Vacations insightvacations.com Search 9.4 AI 15.2 Social 0.0 Demand 18.8 10.7

16 Move — Fun Over 50 Holidays funover50holidays.com.au Search 0.0 AI 33.2 Social 0.0 Demand 0.0 10.0

17 Move — Gourmet Safaris gourmetsafaris.com.au Search 0.0 AI 32.0 Social 0.0 Demand 0.0 9.6

18 Move — Tastes of the Hunter Wine Tours tastesofthehunterwinetours.com.au Search 10.0 AI 17.0 Social 0.0 Demand n/m 9.6

19 Move — Great Walks of Australia greatwalksofaustralia.com.au Search 0.0 AI 30.0 Social 0.0 Demand 0.0 9.0

20 Move — Bunnik Tours bunniktours.com.au Search 11.4 AI 12.8 Social 0.0 Demand n/m 9.0

Head to head

Compare two brands.

Your brandTheir brand

Intrepid TravelRank #126.8

SearchAISocialDemand

AAT KingsRank #219.4

No channel wins

Search discoverability10.59.1AI visibility50.736.3Social discoverability13.35.0Brand demand48.837.1

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

7 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

24 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Intrepid Travel, ranked first on tours & experiences

26.8 of 100

Intrepid Travel scores 26.8

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +4.7 10.5 scored × 45% AI visibility +15.2 50.7 scored × 30% Social discoverability +2.0 13.3 scored × 15% Brand demand +4.9 48.8 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in tours & experiences is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

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A note when the numbers change.

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What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels