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Monday, September 6, 2010

Australia's New Breed of Experiential Luxury

logo.jpgFifteen of Australia's leading independent luxury tourism properties have formed Luxury Lodges of Australia, a new association launched in 2010 to promote the uniquely Australian breed of luxury experiential lodges, domestically and internationally.

The 15 member properties represent both long-established and new lodges and camps, with a common theme of offering guests an outstanding experience connected to a clear sense of place - while ensuring key luxury standards. Ranging from wilderness lodges to vineyard retreats and dining destinations; island hideaways to luxe outback camps; the lodges demonstrate high levels of innovation and are clearly aiming to be the 'best'.

"In recent years, we have seen the emergence and consolidation of a new, unmistakably Australian breed of luxury properties and experiences. Luxury Lodges of Australia brings together a portfolio of sophisticated, experiential properties and will showcase it on the world stage for the first time," said Andrew McEvoy, Managing Director of Tourism Australia.

The association's website provides discerning travellers with a comprehensive information and planning tool for completely Australian itineraries, linking closely and smoothly to each property's own website and booking systems.

The properties are spread across more than a dozen diverse regions of the country and include Wolgan Valley; The Louise; Lizard and Bedarra Islands; qualia; Longitude 131; Cape Lodge; Lake House; Spicers Clovelly Estate and Spicers Peak Lodge; Capella and Southern Ocean Lodges; and Wild Bush Luxury's Arkaba Station, Bamurru Plains and Sal Salis Ningaloo Reef.

Luxury Lodges of Australia was formed following a meeting in late 2009 where Jim Carreker, the owner of The Louise, invited the owners of the country's top lodge properties to discuss the potential of collectively marketing a diverse and uniquely Australian luxury portfolio, both domestically and internationally.

James Baillie of Baillie Lodges, and Chair of Luxury Lodges of Australia noted that the collection brought together many of Australia's innovators and leaders in hospitality, tourism, food and wine, and regional development.

"Having commitment and hands-on input from significant achievers such as Alla Wolf-Tasker, Skroo and Jude Turner, Charles Carlow and Jim Carreker reinforces my belief that now is the time to showcase the diversity and depth of Australian luxury experiences," he said.

"The association sets a benchmark for luxury travel in Australia and the hope is that a handful of new lodges that are in keeping with the ethos of a luxury experience, connected to a sense of place, will join in the next 18 months. Pooling our marketing resources will greatly help us raise Australia's profile as a luxury destination."

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