Training course to aid tour operators upgauge their offering

Elixir Journeys' new online Premium Experience Design course roll out

Elixir Journeys, a provider of high-end, nature-based experiences, has launched an online course on Premium Experience Design. This self-paced, online program is designed to empower regular tour operators to adapt their products for the discerning luxury market.

Developed by industry expert and luxury ITO Alquemie alumna, Nicola Billens, the Premium Experience Design course aims to bridge the gap between Australia’s tour experiences and the high expectations of luxury travellers. Drawing from Billens’ extensive experience in the luxury travel sector, the course provides tour operators with the tools and insights needed to elevate their offerings and cater to the needs of affluent visitors.

“In my work with Alquemie, I witnessed the incredible potential of Australia’s tour experiences, but also observed a disconnect between operators and the high-end market,” says Billens, course creator.

Elixir mystery picnic

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“This course is my solution to that challenge. By empowering tour operators to enhance their offerings, we not only improve the visitor experience but also open up new opportunities for luxury travel distribution into regional areas. The luxury traveller has the means to negate Australia’s long distances with private air charters.”

“The needs and wants of the luxury traveller have evolved. They are now seeking meaningful travel experiences over the more traditional version of opulent luxury.

“It’s for this reason I believe that any experience can be elevated to a premium experience with a little bit of know-how.”

The Premium Experience Design course is tailored specifically for standard / scheduled tour operators seeking to tap into the growing luxury market, projected to double in the next decade. With a curriculum focused solely on premium experience development, the course provides operators with actionable strategies to add an on-demand, premium offering to their current product mix to be sold via trade.

Key features of the course include:

  • Self-paced, online learning, allowing operators to complete the course in their spare time.
  • Approximately 80 minutes of video content, accompanied by a 50-page workbook.
  • Emphasis on practical application, with homework assignments designed to encourage research and implementation.
Nicola Billens, Premium Experience Design
  • Differentiation from other product development courses by focusing exclusively on the luxury market.

The curriculum covers essential topics such as luxury traveller expectations, experiential design principles, service excellence, and destination storytelling. By the end of the course, operators will have the knowledge and confidence to tailor their offerings to meet the demands of luxury travellers while enhancing their business’s profitability and reputation.

The course costs AU$229 for a single login. Destinations, councils and other tourism organisations who wish to the build capacity of tour operators in their region, can buy ten logins for AU$1,390 (AU$139 per login).

For more information on the course and to enrol, visit

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