CMO

TravelTech companies merge to create region’s largest online outdoor experience marketplace

The newly formed Outdoria Group will offer customers booking and planning services for camping holidays and experiences

Outdoors enthusiasts will be able to get their fix from the one place following news that the Outdoria Group is set to become Australia and New Zealand’s largest dedicated marketplace for planning, booking and equipping camping, caravanning, outdoor experiences and road trips.

TH2, a global joint venture of travel, technology and recreational vehicle companies, announced the merger of the Roadtrippers Australasia and CamperMate businesses with Australia’s outdoor tourism marketplaces, GoSeeAustralia and Outdoria. The newly formed Outdoria Group will offer customers booking and planning services for camping holidays and experiences, as well as equipment sales ranging from campervans to RVs, mountain bikes, to fishing gear.

It will also harness geofencing technologies to deliver app-based ‘planning- and booking-on-the-go’ functionality. This includes real-time weather forecasts, map and safety updates, as well as extensive travel tips and local points of interest to ensure the best customer experience. 

GoSeeAustralia and Outdoria CEO and former Tourism Australia CMO, Nick Baker, said the amalgamation of brands, platforms and marketplaces all specialising in camping and outdoor adventure experiences is truly unique. 

“The immediate access to the hundreds of thousands of new, qualified customers brought into Australia and New Zealand through the CamperMate and Roadtrippers Australasia communities offers a magnitude of growth to the Australian and New Zealand tourism sector,” Baker said. "Those set to benefit are camping grounds, caravan parks, glamping providers, caravan tour and activity operators, RV distributors, hobby and adventure retailers, and restaurants – really any businesses who services the outdoor holiday and adventure markets."

Chairman of Jayco and founder of Outdoria, Gerry Ryan, said the merger combines every aspect of outdoor travel into an integrated experience for the customer. 

“This means customers benefit from having one place to go when needing to plan, book, equip and then embark upon their outdoor adventures. Businesses benefit from listing on an Australian-based, majority Australian-owned, marketplace that offers all the benefits of an international OTA, without exorbitant booking fees being channelled off-shore, together with a deep understanding of the industry,” he said.

Another feature Outdoria Group hopes to differentiate on is its ability to help travellers along their journey. This encompasses booking a campsite or cabin, to weather updates and road closures when travellers are off the grid, to offers and local attractions when passing through a town that can be pushed out to them in real-time.

“Australia and New Zealand are some of the most popular holiday destinations in the world, particularly with outdoor and adventure enthusiasts who want to experience natural wonders and destinations less travelled,” Baker said.

“All of this content, mapping and apps are designed not only to enable campers and caravaners to get out more, but to encourage new audiences both domestic and increasingly international to explore our country. We believe that escaping into the outdoors has a great impact on people’s lives both in connecting with nature and with each other. We want to help more people get out there.”

The deal involves a cash and asset investment into the merged entity, with TH2 becoming the largest shareholder with a 35 per cent stake.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu