Ayesha de Kretser, writing for the Australian Financial Review (AFR), highlights how luxury travel is changing. Wealthy travellers aren’t flocking to five-star city hotels anymore—they’re looking for smaller, more intimate lodges that offer unforgettable experiences in nature and culture. Since 2020, this type of “experiential luxury” has been growing 5–7% each year.
Think eco-lodges in the Daintree Rainforest, desert retreats at Uluru, or coastal hideaways on Kangaroo Island. With fewer than 40 rooms, personalised service, and a strong connection to the surrounding landscape, these lodges aren’t just places to stay—they’re destinations in themselves. As Michael Crawford, CEO of Baillie Lodges, tells the AFR, “People are valuing travel and the experiences more than buying things.”
Whether it’s celebrating a milestone, exploring Australia’s wilderness, or discovering unique cultural experiences, travellers are seeking memories that last long after the trip ends. Experiential luxury is more than a trend—it’s the way Australians and international visitors want to travel today.
Read a PDF of the article, or subscribers to the Australian Financial Review can read an online version here.
