While AAT Kings’ new GM Commercial, Sales & Revenue is only a few months into the role, Adrian Piotto has a clear message to the trade: in a market shaped by rising costs, more moving parts, and less appetite for uncertainty, guided touring is having a moment. We sat down with Adrian Piotto to discover his vision for the brand and with the trade.
AAT Kings’ mission to sharpen its focus on what matters most to trade partners and travellers is what made Adrian Piotto a natural fit for the GM Commercial, Sales & Revenue role.
The strength of the AAT Kings’ reputation, product, and ability to deliver depth and a sense of place for its travellers was part of the appeal for Piotto to join the 100+-year-old tourism brand.
“AAT Kings is a business with genuine heritage, strong trade relationships, and access to destinations and experiences that are hard to replicate independently.
“I’ve spent my career across sales, marketing and commercial leadership in travel, more recently focusing on revenue growth, distribution strategy, and operational performance.”
Stories that matter
For Piotto, there was a deeper pull, too: the chance to help tell the stories of this part of the world with the care they deserve.
“With much of my career focused on outbound travel, one of the biggest draws to AAT Kings was the opportunity to help properly bring to life the landscapes, stories, and culture across Australia and New Zealand, doing so with respect for Traditional landowners and their connection to Country.”
Piotto says AAT Kings already has the foundations in place, but there’s room to sharpen the offer for today’s market.
AAT Kings ready to respond
“AAT Kings has a long-standing reputation, particularly with trade, and that gives us a strong platform to build from,” he says.
“We have a broad product range across multiple customer segments, and the priority is making it faster and easier for agents to understand, select, and confidently position the right product.
“There is also a meaningful opportunity to continue evolving the product in line with where demand is heading. The market is actively moving towards smaller group formats, more curated experiences, and sharper value inclusions, and we’re well positioned to respond.”
For trade partners, that translates into reduced complexity and increased conversions.
“Our priority is straightforward: make it easier for agents to sell us. If they have to work too hard to sell your product, they’ll sell someone else’s.
“We’re focused on strengthening relationships through more targeted engagement, better support tools, and being present in the channels that are actually driving conversion.”
Guided tours vs FIT
That thinking underlies Piotto’s broader view on the current FIT versus guided touring conversation.
“We’re definitely seeing a shift. FIT still has its place, but the reality is that travel, particularly across Australia, has become more complex and expensive to execute well,” he shares.
“With guided touring, most trip costs are paid upfront, so everyone understands the total cost from the outset. In the current climate, where fuel prices and operating costs can fluctuate and impact everything, that level of transparency is incredibly valuable.
Round-the-clock support available
“There’s also support. If something does go wrong while travelling – delays, disruptions or changes on the ground – guests aren’t left trying to solve problems themselves in an unfamiliar destination. We give them access, ease,and peace of mind.”
That argument becomes even more tangible when Piotto breaks it down by trip component.
“Accommodation adds immediate value to guided touring. At AAT Kings, our hotels are carefully selected by experienced contractors who understand quality, location, and integration within the overall journey.
“Compared to FIT travel, we remove uncertainty and save a huge amount of research time.”
Bringing destinations to life
When it comes to guided touring, for Piotto, AAT Kings really elevates the experience, moving beyond logistics and into storytelling.
“Our Travel Directors and Driver Guides don’t just show guests a destination, they bring it to life, providing context, stories, and insights they simply can’t access on their own. Independent travellers might visit the same locations, but they’re often only scratching the surface.”
“Meals, too, are often underestimated when trip planning,” Piotto says. “On guided tours, breakfast, additional meals, and local dining experiences are often included. That removes the pressure to plan and seek. For the meals that aren’t included, there are still recommendations, creating a balance between structure and freedom.”
Transport is arguably one of the biggest differentiators, especially in Australia.
Piotto shares, “The distances here are significant; road conditions can vary and, in many regions, access to fuel and services isn’t always straightforward. Add rising fuel costs, and it becomes a much bigger consideration for FIT travellers.
“With guided touring, it’s all taken care of. For agents, it’s about reframing guided touring not only providing convenience, but a much more relaxed and enjoyable way to experience the destination, without the stress of navigation, parking, and long hours behind the wheel.”
Ultimately, Piotto believes the strongest case for guided touring lies in the experiences that are hardest to replicate solo: local access, cultural context, and moments travellers would struggle to find on their own.
“Through our long-standing partnerships, we’re able to offer experiences that go beyond what’s publicly available. That includes time with local hosts, cultural experiences, and our MAKE TRAVEL MATTER® program, connecting guests with communities and stories in a meaningful way.
“Those are the moments that stay with people. They’re not easily found or booked independently, and they’re a key part of what makes a guided holiday feel truly different.”
For AAT Kings, this is the opportunity Piotto has in his sights. Selling guided touring is not only the easier option, but the smarter, richer, and more reassuring one for both you and your clients.
Discover the full range of itineraries and make bookings at aatkings.com or call the sales team on 1300 556 100.
This article is brought to you by AAT Kings.
