Driving Operational Efficiency and Scalable Growth Across Diverse Tourism Portfolios.
A Journey Beyond & CustomLinc Case Study.
Introduction:
Journey Beyond is Australia's leading multi-brand tourism operator.
Prior to partnering with CustomLinc, Journey Beyond was managing multiple booking systems across their Marine, Aviation and Attractions portfolio of brands. This created data silos, inconsistent reporting, and operational complexity that made it difficult to gain a unified view of their business. The head office team in Adelaide needed a solution that could handle the unique requirements of each brand while providing the centralised oversight and analytics capabilities essential for a multi-brand tourism operator.
CustomLinc's solution:
Journey Beyond moved their numerous systems onto CustomLinc's unified platform. What makes this particularly powerful is that while each brand operates on the same codebase, they maintain their own distinct systems, giving them brand independence while ensuring consistency and scalability. Users can seamlessly switch between any brand they have access to, enabling the Adelaide head office to manage operations centrally without sacrificing the unique operational needs of each experience.
Each brand implementation has been executed through a structured approach featuring regular meetings, clear go-live targets, and shared accountability between both teams. Milestone targets are consistently met, ensuring smooth transitions without disrupting ongoing operations.
The Results:
Managing Diversity at growing scale:
The real test of any booking system is how it handles operational differences. CustomLinc handles all of this through flexible configuration rather than custom code. Each brand can implement the scanning capabilities, pricing structures, and operational workflows they need without forcing other brands into a one-size-fits-all approach.
Examples of the CustomLinc systems operational flexibility in practice:
- Rottnest Express & Cruise Whitsundays require high-volume ferry operations with rapid turnaround times.
- Horizontal Falls demands complex multi-day expedition management with weight tracking for seaplane operations.
- Melbourne Skydeck sells numerous packages and bundles across their attraction experience.
- Exmouth Dive & Whale sharks need comprehensive waiver management, handled through CustomLinc's Flexi-Forms module.
- Darwin Harbour Cruises & Journey Beyond Cruise Sydney manage several dining products with digital check-in and manifests
- Grand Pacific Tours operates multi-day escorted tours, requiring integrated itinerary management, passenger manifests, accommodation coordination, and complex multi-stop logistics.
Data Integration & Analytics:
One of Journey Beyond's core requirements was powerful data integration. CustomLinc pushes all booking, customer, and operational data to Journey Beyond's data warehouse, enabling their Revenue & Analytics team to create custom reporting across all brands. This gives them real-time visibility into performance, capacity utilisation, and revenue trends across the entirety of Journey Beyond's business.
Financial Controls & Seamless Integration:
Strong financial controls were non-negotiable for Journey Beyond. CustomLinc's robust financial architecture integrates seamlessly with their finance systems, ensuring accurate revenue recognition, simplified reconciliation, and audit-ready reporting. For a multi-brand operator processing over 1.5 million guest bookings annually across different locations, this level of financial precision is critical.
Flexible Pricing Structures:
Tourism operations demand pricing flexibility, seasonal rates, dynamic pricing, package deals, group discounts, early bird specials, and promotional offers all need to work without creating operational chaos. CustomLinc's pricing engine handles this complexity elegantly, allowing Journey Beyond to optimise revenue across different market conditions while maintaining operational simplicity.
A message from Journey Beyond:
"The strength of the financial controls and seamless integration to our finance systems has been critical for us. CustomLinc handles our complex operations with ease, and its scanning capabilities and flexible pricing structures have delivered significant value. More importantly, it's a true partnership. The system scales with us, and if we need something built, they make it happen."
- Josh Munt, Executive General Manager - Revenue & Analytics, Journey Beyond.
Journey Beyond continues to expand onto the CustomLinc platform as they bring additional brands online in 2026. They are confident that CustomLinc will continue to provide the flexibility, control, and partnership approach that's made their multi-brand operation successful.