How We Determine
Your Tier.
Tier assignment at Altura is objective, data-driven, and not negotiable. This page explains exactly how the decision is made — and what each tier delivers in return.
Before You Read On.
We think it is important that you hear directly from us before reviewing the commercial framework. Watch this short introduction before diving into the tier details below.
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Not Every Destination Is Equal.
The ANZ travel market does not distribute its spending evenly across destinations. Some destinations receive hundreds of thousands of Australian visitors each year. Others are emerging, niche, or newly accessible — with extraordinary product but limited current volume.
Altura's tier framework reflects this reality. Tier assignment determines the retainer level, commission rate, service intensity, and revenue targets. It is calibrated to what the market can realistically generate.
Tier assignment is Altura's decision. We are the market experts. A DMC that believes their destination deserves a higher tier is welcome to make their case — but the data makes the final call.
"Volume alone does not determine tier. A destination with 20,000 AU visitors and ultra-premium product can outperform one with 300,000 visitors who book direct."
— Brett Harvey, Founder, Altura Travel Group
Tiers are not a reflection of a destination's beauty or the quality of its DMC. They are a commercial framework built on six objective criteria — assessed independently for every destination in the Altura portfolio and pipeline.
Six Criteria. One Decision.
Every destination Altura considers for representation is assessed against the same six criteria. Combined, they determine tier placement.
ANZ Outbound Volume
How many Australians and New Zealanders travel to this destination annually. The base market signal — weighted against DMC necessity, because high volume does not always mean high DMC dependency.
DMC Necessity
How much does this destination genuinely require specialist ground handling? Language barriers, complex logistics, permit requirements, remote access, and safety considerations all score higher — agents cannot serve these destinations without a trusted DMC.
Niche Operator Appeal
The ANZ specialist tour operator market drives the highest-value bookings. A destination that attracts multiple niche operator categories commands a higher tier regardless of raw volume.
ANZ Rep Competition
How contested is the ANZ representation lane for this destination? A clean lane — where no specialist rep is actively working the destination — justifies a different commercial structure than a lane with established competitors already in market.
Air Access from Australia
Direct flights from Australian gateway cities are a significant market driver. Destinations requiring two or more connections face a structural disadvantage regardless of product quality.
Revenue Target Achievability
Can the destination realistically generate the revenue target associated with that tier within Year 1? Assessed against booking value per passenger, typical group sizes, and depth of the specialist operator market Altura can access.
Volume Without Specialist Appeal Is Not Enough.
A destination with 600,000 annual AU visitors where 90% book beach resorts direct requires almost no DMC. A destination with 25,000 visitors where the primary product is gorilla trekking at $1,500 USD per permit generates extraordinary value through specialist operators. Altura scores every destination through the lens of the ANZ specialist tour operator market.
Trekking & Adventure
Everest, Inca Trail, Kilimanjaro, Atlas
Photography Tours
Wildlife, landscapes, cultural festivals
Women's Tours
AU's fastest-growing specialist segment
Food & Wine
Cooking schools, wine regions, markets
Three Tiers. One Standard.
Every Altura partner sits within one of three tiers. All tiers include full access to the Altura Engine™ for ANZ quote processing.
Sales Drive the Structure.
Tier placement is not permanent. As booking volume grows, the commercial structure evolves. Movement is always triggered by confirmed booking data — not time, relationship, or a DMC's own assessment of potential.
Movement is not automatic. Both parties must agree and execute a new agreement.
Downward reviews are separate from the Performance Guarantee mechanism.
The Altura Performance Pledge
If Altura fails to meet the Revenue Target, the retainer reduces automatically until the cumulative target is achieved. We back ourselves commercially — and expect the same in return.
Shared Risk. Shared Success.
Your tier has already been assessed against the six criteria above. We are happy to walk you through that assessment and explain every commercial term in your proposed agreement.