Luxperience Attendees to Experience Luxury Lodges
PHOTO: Some lucky attendees will stay at the Wolgan One&Only Resort in New South Wales. (Courtesy of One&Only)
The Luxury Lodges of Australia (LLoA) are teaming up with Tourism Australia (TA) and the organizers of Luxperience to give participants in the pre- and post- FAM trips of Luxperience a taste of what distinguishes an LLoA lodge from others. The Luxperience Show will run from Sept. 6 to 9 in Sydney. The luxury segment is an important aspect of TA’s determination to hit its rather lofty targets in its Tourism 2020 strategy. Launched in 2013, Tourism 2020 set a goal of doubling the value of overnight tourism to A$140 billion by the year 2020. Luxperience helps lift the Australian brand higher in perceptions of luxury.
TA Managing Director John O'Sullivan said "I believe we've made significant strides in this area in recent years and, as witnessed by our Best of Australia program, now have luxury products and experiences on a par with the rest of the world. We're delighted to get this opportunity, alongside our state and territory partners, to team up with Luxperience and showcase first hand some of our top luxury experiences to such an influential group of buyers.”
LLoA is just one branch in the Best of Australia program, which is designed to increase the perception of Australian quality in tourism. Since 2013, TA has highlighted the country’s best golf courses, walks and vineyards, for example, under the Best of Australia banner. In research from 2012, TA found that highlighting the country’s best food and wine tourism experiences increased consumer motivation to travel to Australia by 30 percent.
LLoA was launched in 2010 by a group of long-established and new lodges, with a common theme of offering guests a clear sense of place, while ensuring key luxury standards. Properties range from wilderness lodges to vineyard retreats and dining destinations; from island hideaways to luxe outback camps. The association's website provides comprehensive information and planning tools for completely Australian itineraries, linking closely and smoothly to each property's own website and booking systems.
The properties in the LLoA collection were selected for their essential Australian breed of luxury experience. Penny Rafferty, executive officer of LLoA said, “Australia has a very individual, relaxed style of luxury and these familiarization trips are one of the best ways possible to showcase the incredible diversity and quality of high-end travel experiences here and inspire them to share this knowledge with their clients.” Speaking elsewhere Rafferty defined the common denominator in an LLoA lodge as that “moment of connection, when the guest realizes they are not just in beautiful accommodation, but feel connected to the landscape, the people, the wildlife and the produce.”
Luxperience provides an exclusive business exchange connecting high-end experiential travel products from around the world directly to luxury travel specialists as well as MICE and corporate travel advisors. Registrants must provide evidence of their experience in luxury and high end experiential travel to qualify, which ensures more meaningful meetings and the opportunity to enhance service offerings to discerning clients. The show is comprised of 42 pre-scheduled appointments with a choice of exhibitors over three days (plus an opportunity for up to 55 pre scheduled appointments and exclusive networking functions over the 3.5 days of the event).
Attendees receive three nights of hosted accommodation in Sydney; airport transfers; the Thought Leaders Forum; access to the LuxConnect Private Online Community; as well as a chance to join one of the FAMs. The FAMs will explore Australia’s various states using LLoA properties. Prior to Luxperience, a Top End Explorer tour departs Darwin on Sept. 2 that visits Nitmiluk National Park, with accommodation at Cicada Lodge and Bamurru Plains. Post-event options include the Blue Mountains of New South Wales and the Central Coast, with accommodation at Emirates One&Only Wolgan Valley and Pretty Beach House.
South Australia will highlight its wildlife and rugged coastline with visits to Lake Gairdner and Baird Bay; the Barossa and Kangaroo Island, with accommodation at The Louise and Southern Ocean Lodge. Queensland will feature Brisbane and its surrounding rainforest with a tour of the Great Barrier Reef and Mossman Gorge, with accommodation at Lizard Island Resort and Silky Oaks Lodge.
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