Ultimate Driving Tours
Ultimate Driving Tours
World leader in motorsport luxury adventure travel.
- Type: Retail
Ultimate Driving Tours
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Ultimate Driving Tours Overview
Ultimate Lifestyle Group, based in Melbourne and trading as Ultimate Driving Tours (‘UDT’), creates unforgettable luxury motoring holidays, including supercar tours, ‘drive your own’ car tours, self-guided driving holidays, F1 hospitality packages, and exclusive track events.
From a single tour in 2008 to a full calendar of diverse experiences across three continents in 2019, UDT’s portfolio offers guests the opportunity to tick-off their motoring bucket-list in the most luxurious ways possible. Whether guests would prefer to experience a fleet of supercars on the world’s best driving roads, watch the Grand Prix of Monaco aboard their superyacht, get behind the wheel of a real F1 car at a private track day, or dine with motorsport legends like Sir Jackie Stewart, their events cover all the ‘must do’ experiences associated with motoring and motorsport. Guests spend an average of $20,000, with many guests returning in subsequent trips.
UDT’s driving experiences range from their signature supercar tours on which guests drive their full fleet back to back on the world’s most renowned roads, to ‘Drive Your Own’ car tours on which guests bring their favourite car, and self-guided drives for those looking to escape on their own in the supercar of their choice. The drives are complemented with luxurious accommodation in boutique properties, ornate castles and private villas, gastronomic dining in award-winning restaurants, private jet, helicopter and yacht charters, and other unique lifestyle experiences.
UDT is now recognised within the luxury travel industry as the world’s premier driving holiday provider of unique and exclusive travel experiences. Guests range from individuals booking places on their scheduled events, to those looking for bespoke experiences, including private and public companies, car and motorcycle manufacturers, event agencies and high-end travel providers and tour operators.
- Well Established Market Leadership
Ultimate Driving Tours has been operating for close to 15 years and has an unparalleled understanding of what clients – both leisure and corporate – are seeking. In addition to an established client base, they have developed long-term relationships with suppliers and industry partners creating significant competitive advantage.
- Loyal and Repeat Client Base
UDT has an exceptional level of customer engagement and retention, seeing an average 25% repeat rate amongst guests. Repeat guests typically go on to do another tour every two years, with some guests now up to their eighth tour. UDT’s growth and high retention rate is further complemented by strong year-on-year growth in guest spending, which has doubled since 2015.
- Multi-Million Revenue Base, Growing at Double Digits
UDT generated $3.4m in revenue in 2019, and had grown a minimum of 25% each year for the preceding 3 years. Over the last 12 months UDT has successfully minimised expenses and managed guests and suppliers to mitigate the shock of COVID-19. Being a boutique and agile company, it has also been possible for UDT to pivot quickly, as necessary, to launch new experiences and target new markets. All of these factors ensure they are in the best position to act and rebound quickly once restrictions ease.
- Positioned for Growth
With overwhelming demand from clients and outreach from complementary luxury tourism operators, UDT is positioned for growth across the business. In 2021, UDT intends to capitalise upon opportunities to expand their client-base, geographical reach and experience offerings. This will lead to a greater inclusion of corporate events and collaborations with cruises and luxury hotel groups to curate new experiences throughout Europe and America.
- Luxury Travel Market to Continue pre-COVID Boom
UDT’s driving experiences are uniquely positioned within the luxury travel sector, as they cater to the unique expectations of affluent travellers. Whilst 2020 was an unprecedented year for the travel industry, it has been possible to transfer all scheduled events to 2021 or 2022, with their loyal client base ready to embark as soon as restrictions permit. They are also already receiving a high number of booking requests for 2022 events, with some tours selling-out over a year in advance.
- Experienced Management Team
Partners Anthony Moss and Julie Hunter lead the team as CEO/COO. Anthony has over 20 years of experience in owning and directing motoring and motorsport events, as well as founding and exiting companies. Julie has a decade of experience in events, and luxury and experiential travel. Together, they have run over 50 events in Australia and internationally and are supported by a worldwide team of staff and drivers.
Tourism Market Overview
2020 was an unprecedented year for the travel industry. As a result of COVID-19, the travel industry saw unprecedented border closures and travel restrictions, leading to international tourist arrivals down by 60 to 80% across the globe (McKinsey).
This forced many travel operators to cancel trips and dramatically reduce costs. UDT, however, were quick to respond to the impacts of COVID-19 by minimising overheads, and pivoting to launch new COVID-safe experiences in regions that could operate at different points throughout 2020. They were also recipients of a number of federal and state government support programs and grants provided to their offices in Australia and Germany.
UDT has also worked closely with guests and suppliers to ensure financial impacts were minimised, and affected events were rescheduled for 2021 and 2022. As a result, FY20 revenue was down only 40% versus 2019. With the rollout of global vaccine programs, coupled with more certainty around countries and borders reopening in the northern spring, bookings have surged, with places on tours from July 2021 onwards filling quickly and a number of events in 2021 and 2022 already reaching capacity.
Looking forward, it is anticipated that the luxury sector of the travel industry will be the first to recover, with demand for unique and exclusive experiences greater than ever before. This is due to several factors:
- The budget and spend of most affluent travellers has not been affected by the pandemic and demand for quality experience remains, whereas ‘discount travel’ will likely suffer
- Having experienced such unprecedented times, and had travel plans cancelled and suspended, many travellers are expected to make the bucket-list trips they may have been putting off.
- Demand for experiences that are managed, and that offer the safety of limited numbers, exclusivity, private access, and the like, is expected to increase significantly.
- Guests are expected to prioritise alternative means of travel (driving as compared to flying or cruising), and offerings like staycations or escapes to more isolated destinations.
After an unprecedented year for the travel industry, UDT is uniquely positioned to take advantage of the rebound in luxury travel from the end of 2021 and to continue to grow into the next 3-5 years. Luxury travellers will no longer want to go on vacation to sit on a beach or to watch - they will want an immersive, sensory experience based on the mantra that ‘life is short’ and experiences are key.
Leveraging the current successes and resources of Ultimate Driving Tours, the company is now focused on growing the platform into new geographies, expanding the tours on offer and growing the client base. They have recently established European and American operations, with offices in Stuttgart, Germany and Texas, USA respectively, and plan to use funds to hire staff, establish sales/operations hubs and purchase vehicles which will create both cost savings and additional competitive advantages.
Why Equity Crowdfunding
The Ultimate Driving Tours concept was born from our community’s passion for cars and driving and an appreciation for travel and adventure. Since then, we have grown to become the world’s leading company for extraordinary driving, motorsport and track experiences, for the discerning enthusiast.
Sharing the journey is at the heart of UDT and launching an Equity Crowdfunding campaign aligns strongly with our ethos. Having had many requests over the years from guests wanting to ‘get involved’ in the business, we are now in the unique position to offer our community, and motoring enthusiasts and travel lovers in general, the opportunity to invest and share in our growth.
Funds from the raise will be used to grow the platform into new geographies, expanding the experiences and partnerships on offer, and increasing the client base.
Australian Corporations Regulations - Warning Statement About Equity Crowdfunding
Crowd-sourced funding is risky. Issuers using this facility include new or rapidly growing ventures. Investment in these types of ventures is speculative and carries high risks.
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