· About Serge

A better way to travel Australia.

We think the way tourists book trips in this country is broken. So we built something that starts with the trip, not the search box.

Why we built Serge

Where this came from.

We kept watching the same thing happen. Someone lands in Australia with four weeks to spend, a vague plan, and a phone. They Google. They end up on an OTA that doesn't know the country, booking tours that don't fit their trip, at operators they'll never see again. The good operators, small, local, booked out in-season, quiet in the shoulder, barely make it to page two.

Meanwhile the travel agent model, the one that used to do this job, has been hollowed out by the internet. What replaced it was a search-engine auction, not a conversation.

Large language models changed what's possible. An agent that actually understands a 21-day road trip, remembers your preferences, and can transact. That's a genuine travel companion. Not a chatbot. Not a form filler. A mate who knows the country and happens to live in your messages app.

That's what we're building.

What we believe

Five principles we won't compromise.

01

Real humans decide.

Serge recommends, surfaces, and transacts. It never locks you in. You always see the operator, the price, and the terms before you commit.

02

AI serves the trip.

Serge is a tool, not a personality cult. If you ask whether Serge is AI, the answer is yes. If you need a human, you'll get one.

03

Operators are partners, not vendors.

The people running the tours know their product better than any algorithm. Our job is to surface them to the right traveller, fairly, and settle up on time.

04

Australia deserves better than TripAdvisor.

A country with this much to show shouldn't be ranked by a search engine run out of Massachusetts.

05

Privacy isn't negotiable.

Your data sits in Australia. We hold what we need for the trip and purge the rest. The Privacy Act is a floor, not a ceiling.

The team

Who's building this.

We're a small team based in Australia. Backgrounds in travel, software, and operator-side tourism.

Founder
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Co-founder / early team
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Advisors (optional)
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Get in touch

Press, partners, everything else.

Everything else
hello@askserge.com.au
Registered
Serge Pty Ltd (in formation) · Sydney · ABN TODO
Talk to Serge

Easier than writing us an email.

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