Luxury Escapes adds ‘Experiences’ vertical

New product builds on company's end-to-end holiday solution

Luxury Escapes has introduced a new Experiences vertical to its product line-up. The collection comprises a list of cultural immersions, cuisine adventures, health and wellness treatments, explorations, VIP lounge access, transfers and other luxury add-ons.

Launched in mid-August, CEO Cameron Holland said ‘Experiences by Luxury Escapes’ are handpicked experiences.

“Our model is always about curated experiences, trying to find things that are a little bit unique, or a bit different or a bit better, higher quality for our customers because that’s what they like,” Holland told LATTE at Jonah’s Restaurant and Boutique Hotel on Sydney’s Northern Beaches this week, one of Luxury Escapes’ new Experiences.

“We’re not about serving up every possible tour in every destination. We want to make a curated list so if there’s 10 different boat trips to a reef we want to make sure we’ve picked the best one and have a direct relationship with those suppliers,” he said.

Experiences by Luxury Escapes will be a global portfolio of options available to the company’s customers. They are offered during the transaction process. Sample options include a Ferrari Driving Experience in Barcelona; private 4WD desert safari in the sand dunes of Abu Dhabi; a private luxury Coast & Fly tour for two in McLaren Vale, South Australia; sidecar tour of Cape Town and Cape Peninsula; Fiordland helicopter flight from Te Anau in New Zealand; and a private Yarra Valley Wine & Food experience, are to name but a few.

Holland continued: “A key part of our story is that we really want to be there for customers end-to-end, from when they leave home until when they get back.”

“People are telling us they are going on a ‘Luxury Escape’, they’re not going on a holiday. What we are trying to do is fill in that experience, all the way through, so we can provide a full luxury experience for them. Transfers are a part of that, as is airport lounge access, day tours, and then add-ons that are connected to a hotel is also key element as well.”

An example being if a customer is going on a ski trip, Luxury Escapes will package up ski hire.

Cooking experiences and trying cuisine in local restaurants around the world are emerging trends for Luxury Escapes, Holland explained to LATTE.

“Customers aren’t just seeking restaurant reservations. They want a tour. To go and experience the markets, the food preparation, visit cafes, and for the more adventurous, exploring hawker markets in Southeast Asia. They are wanting us to showcase the local culture and cuisine.”

Holland said the market has quickly responded to the new offering, with Lounge Access and Transfers proving highly popular so far.

The new Experiences collection are available to book for Luxury Escapes’ travel agency partners at TravelManagers and italktravel and cruise.

Pictured at Jonah's Restauran & Boutique Hotel: Luxury Escapes' Chelsea Healey, Head of Brand & Community; Cameron Holland, Chief Executive Officer and Jason Shugg, Chief Customer Officer.

The roll-out of Experiences by Luxury Escapes follows the recent addition of the Flights vertical, whereby once a customer has booked their accommodation they are presented with domestic or international flights options to get them there.

Holland, who previously held an executive role with Jetstar, said he was “really wrapped with the response” from customers who have booked air components as part of a package.

Customers can see the best value flights and packages up to a year in advance, then they can narrow it down to a month, then a week and then a day. It’s very intuitive for customers.”

Luxury Escapes is linked into the Amadeus GDS and has arranged a direct partnership with Jetstar to display flight options.

He revealed to LATTE that Luxury Escapes would look to expand the Flights option to Luxury Escapes’ international markets in the coming months.

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