Luxury shift in accommodation sector
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
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