Q: Among Asian markets, which ones are most interested in luxury Australian lodges?
There is growing interest in the lodges out of Singapore and Hong Kong. From India there is good interest from the honeymoon market. And Japan is a key market for some of the lodges, particularly on the Great Barrier Reef. China is on everyone's radar, and we can't ignore the sheer numbers there. However, how to communicate with the right subset of upscale travellers to match the lodges is the challenge everyone faces. That said, it is not so much specific markets that are showing interest, but the niche of well-heeled, well-educated, experience-seeking high-end travellers from each market globally. There is a growing awareness that Australia has changed. It has come of age in terms of its high-end experiential travel offering and now competes with the likes of Southern Africa and New Zealand for luxury lodge and camp product.
Q: How do top-end Asian travellers differ in their consumption patterns when they stay?
Because the lodges are mostly in remote regions and the desire to experience that region is integral to a stay at the lodge, consumption is not markedly different. In the destination, food and wine is important. There is a tendency to want the best of the best when ordering wine etc.
Q: To what extent is Asian demand seasonal?
Chinese New Year, and key holiday times in some Asian markets cause seasonal fluctuations in travel.
Q: What adjustments do luxury lodge owners have to make to accommodate Asian guests?
All the lodges can accommodate specific dietary requests, within reason. This does not mean turning their menus inside out to offer a completely culturally different menu to their usual offering. But it does mean they can cater to specific sensitivities and dietary needs (vegetarian, allergies, religious dietary constraints etc). However, as most of the lodges operate in a remote environment, and are catering to a fairly small number of people at any one time, advance notice of these requests needs to be given for them to realistically fulfil expectations. Most of these upscale travellers have a fairly sophisticated view of the world, and like guests from other markets, travel to experience difference. They want to discover what is real and unique about Australia -- not just its landscape, but its food, wine and people too.
Q: Is language an issue?
For the high-end Asian traveller -- many of whom have studied abroad -- language is not a big issue. If it is, they generally travel with an interpreter.
Q: Are you comfortable with the food and beverage offerings available for the Asian consumer?
Absolutely. Food is important in many cultures, particularly Asia. It is a key requirement that the lodge dining offering is of a very high standard. Guests from around the globe, travelling at this end of the market, want to experience difference. Real food reflects the place you are in. Australia is known for its high quality food and wine. Most of the lodges source produce from the surrounding region (where they can). They offer 'real' and sophisticated dining.
Q: What is Luxury Lodges of Australia's assessment of Indian market demand for luxury lodges?
Has good potential, particularly for the honeymoon market.
Q: How much more expensive is it for Australian lux lodges to secure a booking from Asia, as opposed to Australia?
Developing new markets is always more expensive than maintaining and growing existing strong performing markets.
Q: To what extent is the Asian luxury consumer booking direct or going through an agent?
It varies. Longer itineraries are often booked through a reputable agent and a destination management company as they can make the trip across the enormous continent of Australia seamless. However, many travellers are confident to book direct for short stays or visits from say Singapore to South Australia. Improved air access to all states of Australia has made short trips much more doable in recent years. Upscale, sophisticated travellers are responding to that.
Q: What do you hope to achieve at Luxperience this year?
Meet new, quality buyers and introduce them to this new era of high-end travel experiences Australia has to offer. Increasingly I have luxury travel buyers contact me or sit down at a trade show with me and say, "I've never been to Australia and never really sold it. But my high-end clients are starting to ask about it, so I need to educate myself." The buyers attending Luxperience seem to come with a clear focus on learning about Australia. This is exactly what we want -- a win win situation. It's essential that those same buyers discover for themselves some of the lodges on pre- and post-tours. They're here already. They should do.
Q: What could state and federal tourism bodies in Australia do better to help promote lux lodges overseas?
They are already doing a lot, particularly Tourism Australia. The new campaign is aspirational, and offers much more than a mainstream, familiar icon view of Australia and its diversity of experiences. This is essential to stimulate regional dispersal -- a key requirement for tourism promotion bodies.
Q: What are your predictions for rest of 2013 for the lux lodge sector in Australia?
Many of the lodges are seeing healthy growth in bookings. Hopefully, the year will see further growth in awareness that Australia has changed. It has come of age. For the first time Australia has critical mass and diversity of high-end travel options for lux experience seekers.
About Luxperience
Luxperience is an exclusive business exchange for local and international travel trade held in the Australasia and Pacific region connecting the world's most elite travel providers. The three-day business exchange from 2-4 September 2013 is a forum for ideas and collaboration dedicated to matching the needs of high-end experiential travel buyers with inspiring suppliers. The inaugural Luxperience in September 2012 laid the foundations for an event in Australasia and the Pacific that aims to raise the profile of the region as an innovator in true experiential travel. Future events will maintain the intimacy of a growing community that is committed to high quality and inspirational travel experiences.
For further information on Luxperience, please visit: www.luxperience.com.au.
Issued by ScottAsia Communications on behalf of Luxperience