In the ever-evolving world of travel, the definition of luxury is undergoing a transformation, and Australia is set to lead this change.
At the Australian Tourism Exchange (ATE) 2024, Phillipa Harrison, Managing Director of Tourism Australia, introduced the concept of “premium redefined” as part of the country’s evolving approach to luxury travel.
Harrison explained that while Australia has always been a premium destination, the nature of its luxury offerings is distinctive. “Our version of premium is less about traditional opulence and more about a deep connection with our stunning landscapes,” she noted. In fact, during an interview, she elaborated on this shift, emphasising that Australian luxury is not defined by marble bathrooms or gold-plated fixtures. Instead, it’s characterised by exclusive access to Australia’s pure and beautiful environments, experienced in a way that reflects the country’s unique style.
This evolving concept of luxury aligns with broader global trends towards wellness and adventure. Harrison pointed out that today’s luxury travellers are seeking experiences that go beyond mere extravagance. “Luxury from an Australian perspective is about engaging with the environment in a meaningful and intimate way,” she said. “It’s about rare access to pristine settings and authentic experiences that resonate with current desires for wellbeing and connection.”
The Australian Tourism Exchange showcased how this new approach is being implemented through Tourism Australia’s Signature Experiences program. Partners such as Cultural Attractions of Australia, Luxury Lodges of Australia, Discover Aboriginal Experiences, and Ultimate Winery Experiences of Australia are central to delivering this new luxury standard. Harrison highlighted the appeal of “remote luxury,” noting that guests are increasingly drawn to unspoiled nature and intimate encounters with less crowded, exclusive settings.
Penny Raferty, Executive Chair of Luxury Lodges of Australia, noted a shift in how luxury is perceived in terms of travel dynamics. “There is a growing trend for families to experience these premium offerings together,” she said. This reflects a desire for shared, high-quality experiences that embrace immediacy—“let’s do it now,” rather than postponing. Moreover, the new standard of luxury in Australia also focuses on providing essential comforts—such as fine dining, quality wine, and comfortable accommodation—delivered in a relaxed and approachable style, rather than a formal or stuffy manner.
Cultural tourism is another key component of Australia’s premium travel appeal. As travellers increasingly seek meaningful and authentic experiences, Annabel Sullivan, Executive Director of Cultural Attractions of Australia, highlighted the importance of curated cultural offerings. She observed that the Cultural Attractions of Australia collective is highly valued for providing a diverse range of behind-the-scenes opportunities to engage with Australian culture, from leading galleries and museums to historic sites and performing arts venues.
Overall, Australia’s approach to luxury travel is being redefined by a focus on unique, authentic experiences that celebrate the country’s natural beauty and cultural richness. As Phillipa Harrison aptly put it, “It’s a pretty exciting time for us,” and with this fresh perspective, Australia is poised to offer a new standard of luxury that aligns with the desires of today’s discerning travellers.