For curious clients seeking sophisticated, culturally immersive tours to the world’s most fascinating destinations, Martin Randall Travel is starting a new chapter in Australia. Partnering with Ascend Travel Group, the British brand is launching B2B distribution to the trade. Karryon sat down with COO Latasha Malik to learn more.
For over 35 years, Martin Randall Travel has inspired learned travellers in over 40 destinations. As the world’s leading specialist in small-group, expert-led cultural tours, they deliver in-depth experiences focused on art, history, music, archaeology, gastronomy, and gardens.
Chief Commercial Officer Latasha Malik says the brand’s point of difference starts with meticulous curation and privileged access. “Each tour is uniquely created with more time to explore.”
“We put considerable effort into ensuring there’s something genuinely special on every departure – early entry to the Sistine Chapel, doors opened to private rooms, or chef-led food experiences you won’t find elsewhere.”
That access is matched by subject-matter expertise, as esteemed lecturers accompany each group, bringing the destinations to life as they travel.
Why Australia, why now?
In a significant step forward, Martin Randall Travel is now partnering with the Australian travel trade, making their renowned itineraries easier than ever to access, book, and sell through trusted agents. This move ensures agents can offer their clients seamless access to Martin Randall Travel’s meticulously crafted cultural tours.
For Malik, the launch in Australia and partnership with Ascend Travel Group is about making a complex long-haul trip simpler. “The fact that the customer can now book flights and a Martin Randall tour together is exciting. Agents play a key role in tailoring the journey and introducing travellers to the wide variety of cultural tours we offer.”
“We’ve understood the Australian client for two decades,” she adds. “Now, with Ascend Travel Group, we can bring the trade fully into the fold.”
What defines a Martin Randall Travel tour?
Malik is clear on the proposition: “We are the leading curated cultural tour company in the world. Each tour is diligently created with something unique and bespoke that is not available with other travel companies.”
Special access is paired with scholarship and careful pacing. “We use very esteemed lecturers to support all our trips. They accompany guests throughout their tour, though they are not there to impose themselves,” she explains.
Who is the Martin Randall Travel client?
Martin Randall Travel’s core customer is someone 60+ and time-rich. “Our travellers don’t just want to go on holiday; they want to learn (not be taught), to see something special, to do something different.”
“They’re couples, they’re friends, they’re solo travellers – and they’re ultimately happy to travel in a group.”
If you sell expedition cruising, expect strong crossover. “Expedition travellers also choose Martin Randall Travel. It’s the same appetite for learning, ours just skews to art, architecture, history, gastronomy – and often with far better weather.”
While founder Martin Randall is less hands-on with the business today, his ethos for supporting solo travellers continues. Malik shares, “He never wanted to penalise the solo traveller. We have solo supplements, but compared to other partners, they are tiny.”
Agent support in Australia
Education is integral to the trade launch. “We’re kicking things off with a webinar series tailored for travel advisors, supported by regular bulletins and daily access to our team. Advisors can contact us via email, phone or live chat,” Malik says. “We have an Australian team ready to support them in navigating clients’ detailed questions.”
On the Martin Randall Travel agent portal, you can browse and buy products, retrieve bookings, and download marketing materials. “If there’s something we don’t have ready, we’ll get it ready,” she adds. “We want agents to feel confident fast.”
The Ascend Travel Group team have been hands-on with the cultural tour operator for the past five months. “Ascend really understands what excites advisors, and what they’ll need from us,” Malik says. “They’ve helped shape how we launch and how we grow.”
“Partnering with agents is a natural and strategic evolution for us. It streamlines the booking process and clients benefit from the personalised service and expertise of their trusted travel advisor.”
Peace of mind matters
For culturally minded travellers, Martin Randall Travel offers substance with comfort. “It’s a lovely product to sell,” Malik adds. “Agents get excited because they know their clients will return happy. We have a very high guest repeat rate.”
Travellers want to know they are looked after every step of the way. Malik says. “Transfers, pacing, privileged access, and knowledgeable support are built into every itinerary.”
The company’s long-standing on-the-ground partner network makes bespoke curation possible. Malik says, “We spend a lot of time with our partners ensuring they understand who we are and what we’re about. They really make sure that the customer is looked after all the way through.”
Hot for 2026
Asked which itineraries fit the Australian market, Malik doesn’t hesitate: “Italy is a huge destination, and the UK and cathedrals of England are also popular. Art in Japan is already a hit, and up-and-coming destinations Uzbekistan and Albania are selling well.”
Festivals are another Martin Randall Travel signature product. “If I could only recommend one 2026 festival, it would be the Bach Journey through central Germany. It only runs every three or four years, and is unique in musicians, location, and special access.”
Another hallmark is the Divine Oxford. “We hold concerts in the college chapels at 1am and 4am, and guests sleep in the colleges. It’s wonderfully atmospheric.”
One to watch: Martin Randall Travel is in talks with Australian Aboriginal art historian Dr Sally Butler for a Western Australia tour. Malik enthused, “It’s perfect, we’ve worked with her historically, and the collaboration feels like a great opportunity now.”
Discover more
For advisors, the opportunity is clear: a curated, content-rich product with rare access, robust support in local time, and a catalogue that already resonates with Australian travellers. Malik concludes, “We’re excited to offer the product to agents and a wider customer.”
To explore more visit martinrandalltravel.com
Bookings & product enquiries
Contact Martin Randall Travel
Phone: +61 7 3518 6190
Email: Tradesupport@martinrandall.com
Training & marketing enquiries
Contact Ascend Travel Group
Phone: 1300 794 745
Email: sales@ascendtravelgroup.com.au
Agent access
Visit: Agent Login
Explore: Upcoming webinars
This article is brought to you by Martin Randall Travel.
