According to a new report from Marriott International Luxury Group, Australia is at the top of the list of hottest destinations among luxury travellers in Asia-Pacific, ahead of Japan and Hong Kong.
Thus, it is only fitting that Tourism Australia decided to join ILTM Asia Pacific for the first time this year.
Tourism Australia’s booth at the recent ILTM Asia Pacific; photo by Rachel AJ Lee
Robin Mack, executive general manager, commercial & business events Australia, told TTG Asia: “The Asia-Pacific region is a highly valuable market for Australia’s luxury travel industry. ILTM Asia Pacific enables us to connect with the luxury travel trade in Asia, introduce Australia’s newest premium tourism offerings, and showcase Australia’s unique style of luxury – where the brilliance of nature, culture, hospitality and exclusivity meet.”
In the same Marriott report, 91 per cent of respondents also cited safety as important for a luxury experience, and fine dining is a major travel draw, with 88 per cent planning trips around food.
“What luxury travellers are looking for aligns with the experiences that Australia prides itself on offering – safe travel and gastronomic experiences that can’t be found anywhere else in the world,” Mack pointed out.
One of the growth areas post-lockdown for high-net-worth individuals is the appeal of “secluded luxury”, which Australia “offers in spades”, said Mack.
For example, the exclusive 40-key Lizard Island Resort off the coast of Queensland on the Great Barrier Reef recently unveiled The House, a private three-storey three-bedroom holiday home. A 45-minute plane ride from Cairns, the resort is located in a 1,013-hectare National Park boasting 24 sandy beaches and a lagoon.
Mark Leslie, Lizard Island’s general manager, told TTG Asia: “It is also our first time at ILTM Asia Pacific, and it is our first time marketing to the Asia-Pacific market (to date, the resort mainly receives clients from the US and Europe). The Asia-Pacific market is at our doorstep, but is largely untapped by us.”
Leslie added that with flight connections twice weekly from Singapore to Cairns, and Cathay Pacific mounting flights from Hong Kong to Cairns in October, it presents a huge opportunity for luxury travellers in the region.
Earlier this year, Tourism Australia also hosted the first showcase event in Asia for the Signature Experiences of Australia to increase awareness among South-east Asian agents of the trade-friendly programme, and the diversity of exclusive and special interest experiences on offer across Australia, from Luxury Lodges of Australia to Discover Aboriginal Experiences.
According to a new report from Marriott International Luxury Group, Australia is at the top of the list of hottest destinations among luxury travellers in Asia-Pacific, ahead of Japan and Hong Kong.
Thus, it is only fitting that Tourism Australia decided to join ILTM Asia Pacific for the first time this year.
Robin Mack, executive general manager, commercial & business events Australia, told TTG Asia: “The Asia-Pacific region is a highly valuable market for Australia’s luxury travel industry. ILTM Asia Pacific enables us to connect with the luxury travel trade in Asia, introduce Australia’s newest premium tourism offerings, and showcase Australia’s unique style of luxury – where the brilliance of nature, culture, hospitality and exclusivity meet.”
In the same Marriott report, 91 per cent of respondents also cited safety as important for a luxury experience, and fine dining is a major travel draw, with 88 per cent planning trips around food.
“What luxury travellers are looking for aligns with the experiences that Australia prides itself on offering – safe travel and gastronomic experiences that can’t be found anywhere else in the world,” Mack pointed out.
One of the growth areas post-lockdown for high-net-worth individuals is the appeal of “secluded luxury”, which Australia “offers in spades”, said Mack.
For example, the exclusive 40-key Lizard Island Resort off the coast of Queensland on the Great Barrier Reef recently unveiled The House, a private three-storey three-bedroom holiday home. A 45-minute plane ride from Cairns, the resort is located in a 1,013-hectare National Park boasting 24 sandy beaches and a lagoon.
Mark Leslie, Lizard Island’s general manager, told TTG Asia: “It is also our first time at ILTM Asia Pacific, and it is our first time marketing to the Asia-Pacific market (to date, the resort mainly receives clients from the US and Europe). The Asia-Pacific market is at our doorstep, but is largely untapped by us.”
Leslie added that with flight connections twice weekly from Singapore to Cairns, and Cathay Pacific mounting flights from Hong Kong to Cairns in October, it presents a huge opportunity for luxury travellers in the region.
Earlier this year, Tourism Australia also hosted the first showcase event in Asia for the Signature Experiences of Australia to increase awareness among South-east Asian agents of the trade-friendly programme, and the diversity of exclusive and special interest experiences on offer across Australia, from Luxury Lodges of Australia to Discover Aboriginal Experiences.