It’s not every day that one of Britain’s most revered cultural tour operators decides to plant its flag in Australia, but Martin Randall Travel (MRT) has done just that. In a move that blends high culture with high confidence, the London-based operator has appointed Ascend Travel Group as its first travel trade representatives in Australia, giving local agents direct access to one of the most respected names in cultural travel.

Founded in 1988, Martin Randall Travel is the company that makes art historians swoon and archaeologists dust off their passports. From expert-led tours on architecture and history to all-inclusive private music festivals, the company has built an enviable reputation for curating journeys for the intellectually and culturally curious. For Australian travel agents, that now means access to an extraordinary product range with the added bonus of local training, sales support and marketing muscle delivered by Ascend Travel Group.

“We’re delighted to partner with Ascend Travel Group to strengthen our connection with Australian travel agents and build on the growing demand for cultural travel,” said Kelly Ward, MRT’s Australian Country Manager. “Co-founders Julie and Lynda, with their extensive connections, are the perfect bridge between our expertise and the agent community, giving agents access to something genuinely distinctive with comprehensive support.”

Why Australia, why now?

It seems Australia has long been one of MRT’s favourite playgrounds. “Australia has been one of our strongest international markets for more than 25 years, thanks to the wonderful depth of curiosity of Australian travellers,” Ward added. “They seek to uncover the stories that give places meaning, and we’re passionate about creating those transformative experiences for them.”

This is no casual toe-dip into the Pacific. MRT’s choice of partners, Ascend Travel Group, speaks volumes about its intent. Ascend’s co-directors, Julie Primmer and Lynda Wallace, are veterans of the trade, known for their strong networks and knack for championing specialist travel products.

The Ascend perspective

If MRT brings the cultural gravitas, Ascend provides the boots on the ground. “We’re very proud to be partnering with Martin Randall Travel in Australia,” said Primmer. “Its commitment to cultural excellence and seamless delivery aligns perfectly with the discerning expectations of our agent partners and their clients.”

Wallace was equally emphatic: “Our collaboration will ensure agents have the tools and expertise they need to present MRT’s unique cultural experiences effectively and confidently.”

In practice, that translates to local training sessions, tailored marketing initiatives, and hands-on support, all designed to help Australian agents capture demand in the premium cultural travel sector, a segment noted for its strong margins, loyal repeat customers, and consistently high client satisfaction.

Preferred partnerships

MRT has also inked preferred agreements with some of Australia’s most influential networks, including CT Partners, Envoyage, Link Travel Group, and Luxury Travel Collection (LTC), to underline the seriousness of its arrival. For agents aligned with those groups, this will be a welcome enhancement to their premium product portfolios.

The bigger picture

For the wider trade, the appointment signals two things: first, that Australians’ appetite for cultural travel is not just holding firm but strengthening; and second, that Europe’s leading specialists are willing to invest in boots-on-the-ground partnerships to service that demand.

The timing couldn’t be better for travel agents. With clients increasingly seeking more than a beach holiday, MRT’s cultural journeys tick the box for immersive, meaningful travel. Ascend’s involvement ensures those journeys are backed with proper trade support.

Practical details

Australian travel agents keen to get involved can reach out directly:

• Ascend Travel Group – [email protected] (for training and marketing support)

• Martin Randall Travel – [email protected] (for bookings and product information)

By Michelle Warner

BIO:

Michelle Warner is a storyteller with jet fuel in her veins. She cut her teeth in media publications before swapping the newsroom for the jump seat, serving as a flight attendant for major airlines and calling several countries home. Those miles gifted her a front-row view of people, places and the little rituals that make travel feel civilised. Now back at the craft she loves, Michelle writes with an editor’s discipline and a cabin crewer’s poise, clear, warm, and unflappable. Her work blends practical detail with old-fashioned polish, telling grounded stories that respect the reader’s time and celebrate the timeless pleasure of a well-told journey.

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