Luxperience owners considering future event format

Diversified Communications seeks feedback on event's evolution

The owners of the Luxperience high-end travel trade show held in Sydney are evaluating its future format, seeking input from past attendees on how the event could be run going forward. According to a survey that’s been sent to past Luxperience guests, the show could potentially switch to an in-person conference, a one-day roadshow or the original 3-day full program with appointments.

Luxperience in its multi-day, in-person format was last held over four days in October 2019. The ninth installment of Luxperience planned for the following year had been flagged for 12-15 October 2020, however, the COVID-19 pandemic saw organisers switch to a virtual event, which ran from 13-16 October.

Last year’s event, which was optimistically scheduled to be held 4-7 October 2021 at the International Convention Centre Sydney, was abandoned four months in advance following “extensive conversations” with shareholders, exhibitors and buyers. At that time there were still travel restrictions limiting international travel to and from Australia, ultimately preventing hosted buyers from participating.

Credit: Luxperience/Facebook

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As an alternative, owners Diversified Communications Australia, literally diversified, by curating bespoke events. The most recent of which was hosted with the Tourism Authority of Thailand in Sydney in March.

Diversifed (which acquired Luxperience in late 2017 from Founder Helen Logas), this week sought feedback from previous Luxperience participants to gauge how the event should be evolved.

“Since our last full event, Luxperience, like the luxury travel industry, has been forced to adapt to a new way of creating unique travel experiences,” Diversified said via email.

“Now as we look to a future where creating memorable moments is more important than ever, we want to hear from you, our Luxperience community about how you want Luxperience to help you support your discerning customers, via a 2min survey,” the email said.

Diversified’s online questionnaire seeks input on what “key challenges” are facing travel businesses at the moment, with options including lack of internal resources, recruiting/retaining talent, too many bookings, not enough bookings, travel hesitancy post covid, and more.

Another survey question centres around the channels that respondents are using to promote their business.

But perhaps the primary question asked of survey respondents is what shape will they would like to see future Luxperience events. Options offered include:

  • Full 3 day Luxperience event with pre-scheduled appointment diary
  • a 1 day roadshow for buyers/suppliers in a particular region
  • a bespoke event hosted by a single destination/Supplier group/Travel Consortia
  • an in-person conference format with pre-scheduled appointments
  • an in-person conference format only/no pre-scheduled appointments
  • online content/virtual event that I can attend in realtime
  • online content that I can access on demand
  • none of these
  • other

Respondents are offered a 20% discount off the ticket price to the Mumbrella Travel Marketing Summit being held on 27 October 2022.

As revealed exclusively by LATTE, luxury global travel network Virtuoso is considering launching a local version of its highly successful travel show for suppliers and buyers, Virtuoso Travel Week – held annually in Las Vegas – in Sydney from 2024. Before then, Virtuoso will introduce its On Tour, Destinations format next year, which will see the traditional roadshow to Brisbane, Sydney and Melbourne, anchored in Sydney over two days in June.

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