Luxury shift in accommodation sector

Luxury shift in accommodation sector
By admin


Australia is emerging as a genuine upmarket destination with a new wave of luxury properties driving awareness of the segment, according to Luxury Lodges of Australia.

After years of limited top end product, there was now a critical mass of properties that was driving demand and elevating Australia as a luxury destination, executive officer Penny Rafferty said.

In addition, the properties are “dovetailing” with Tourism Australia’s current campaign, appealing to the aspirational traveller.

While the mid market has been affected by unfavourable exchange rates, the luxury sector has generally remained robust.

“We can’t do anything about our strong economy and our strong dollar, and that has affected our middle market,” she told Travel Today. “But we have such strong aspirational and upscale places to visit now. Australia didn’t have the product to be a truly aspirational, experiential, luxury destination until the last decade, in fact within the last five years. But now we do.”

The member-owned marketing association now counts 17 properties within its ranks, having welcomed El Questro Homestead, WA and Pretty Beach House, NSW this year.

A couple more properties are currently under development, but Rafferty added there is scope for more.

“There are definitely some gaps,” she said, citing the Great Ocean Road as a “drawcard” region that would benefit from such a property.

Meanwhile, Rafferty welcomed the timing of new luxury trade show Luxperience, held in Sydney this week.

“It makes sense for a show like Luxperience to be in Sydney, in Australia, drawing focus to the fact that Australia has changed,” she said. “It’s come of age in the experiential, luxury arena.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

luxury travel

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]