Luxperience adapts to luxury shifts ahead of 2025 event

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Huge shifts are underway in the world of luxury travel, with Luxperience seeing Australia and New Zealand fast emerge as the number one source of “engaged” luxury travellers, overtaking the US. It’s a rebalancing act that will elevate this year’s event, according to the show’s Director Lynn Ormiston. In a conversation with LATTE, Ormiston said that this ANZ luxury surge would have an interesting impact on this year’s event, as would with other emerging industry trends. “We’ve had incredibly strong interest in Luxperience this year, as luxury exhibitors target the growth opportunities coming from the Australian and NZ market” she said. “Since the 2024 show, we’ve had massive inquiries from internationals.” Demand for Japan continues to soar, and Europe too remains a key destination for luxe travellers from this region, with perennial favourites like Greece and Italy continuing to attract travellers. Skiing, as well, remains a popular activity for Australian travellers, with Italy, Japan, and Switzerland consistently leading as top destinations. In general, however, there has been a noticeable shift towards new and lesser-explored products and destinations. “There’s been a clear shift in interest to new regions like Scandinavia and Switzerland,” Ormiston said, referring to the growing appeal of these regions among Australian and New Zealand travellers. “New is important,” Ormiston stressed, revealing that this year’s event will be heavily focused on fresh additions to the travel landscape. “We attract new suppliers. We’re always evolving and trying to find the next best thing,” she said. “People that attended last year, they’re going to see a very different event.”

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Interestingly, she expects to see Sri Lanka come to the table in a big way. “Sri Lanka is going to be the next destination,” she confidently predicted, emphasising the region’s blend of culture, beaches, and new experiences as major drawcards. It represents a particularly good fit for the Australian market where travellers are forever seeking out the next hidden gem. In addition to this, Australian travellers are diving deeper into cultural experiences and spending longer in the destinations they visit, Ormiston reported. The rising trend of “slow travel” fits perfectly into this, with the mode of travel continuing to gain traction. Last year, Golden Eagle showcased its luxury rail product at Luxperience. This year will see more products along that vein, Ormiston promised. Luxperience will return to the ICC Sydney between 7 and 10 October 2025, with the annual Sydney event set to remain the company’s flagship for the foreseeable. However, Ormiston flagged the possibility of rolling out smaller satellite events and indeed even taking the event overseas in the future. And while a growing number of luxury events have popped up in the Australian market in recent years, she remains unfazed. “I love competition,” she stated as she highlighted Luxperience’s points of difference. Unlike other events that feature broad presentations, the show’s personalised format stands it apart, in her view. “With Luxperience, it’s so unique because of the one-on-one meetings,” she said. “For us, it’s more about having those meaningful conversations and connections.”

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