The one type of traveller behind the rise of the luxe hotel stay

Louise Goldsbury Louise Goldsbury
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Not that I need an upgrade from a Sydney Opera House-facing room, but when I mention it’s my 50th birthday, the staff are not surprised. Everyone, it seems, is celebrating something at Crown Towers. Some people don’t know it yet – such as the women whose boyfriends plan to propose this weekend – while others have chosen the venue for its all-in-one excellence. 

The glamorous hotel has a world-class spa, the city’s highest rooftop bar, several top restaurants including Oncore by Michelin-starred chef Clare Smyth, and an infinity pool with over-water daybeds, private cabanas and Darling Harbour views. Even the hard-to-impress locals love it, with more than one-third of guests from NSW in 2024.  

The rise of the milestones

Increasing numbers of people are choosing to stay in hotels to mark milestones. According to the concierge at Crown Towers Sydney, there’s an equal split between birthdays, anniversaries and engagements. Other occasions include divorce, retirement, graduation, pregnancy, a new job or promotion. Some guests book after receiving an inheritance or redundancy payment or overcoming a serious illness. 

My celebration lasts for four days, starting with an indulgent breakfast at the sprawling international buffet, trying a different restaurant each night, and then drinks on the big day with 30 friends before a boat party departing from nearby King Street Wharf.  

King Street Wharf in Sydney
The writer celebrated her 50th with a stay at Crown Towers Sydney and a boat party from nearby King Street Wharf. (Image: Getty/gionnixxx)

I meet a couple from Sydney celebrating their 40th wedding anniversary with their children and grandchildren. “We wanted our family to join us for this big one, but not for the whole weekend. This was the perfect place to bring everyone together for lunch, and then we’ll have dinner by ourselves and get a massage tomorrow." 

Another couple told me they chose Crown because “you feel like a VIP" and “everything is organised for you". 

Celebration and Love Packages are designed for those who want to make it more extravagant. Among the tailored treats are French Champagnes, flowers, balloons, LED candles, cakes, cheese boards, teddy bears, bathrobes with personalised embroidery, heart-shaped rose petals on the bed, or lightbox letters and numbers that spell out a special message. Original ideas are also welcome for the concierge team to customise.  

Crown Towers Sydney Presidential Suite
The Presidential Villa at Crown Towers Sydney is the ultimate milestone location.

As people get older, they are more inclined to celebrate life with extraordinary travel experiences. A 2024 report by Globetrender found that over-50s are three times more interested in travelling to mark a milestone than their younger counterparts. Gen X “milestoners" might kick off a mid-career gap year at a fancy hotel, while baby boomers are opting to start their retirement with a trip overseas.  

The desire for “carpe diem celebrations" has intensified in recent years, according to UK-based luxury tour operator cazenove+loyd, which has observed a 40 per cent increase in requests for 50th, 60th or 70th birthday trips since the pandemic.  

Solo travel is an emerging hot trend for milestones. A survey by Webjet revealed one-third of Australians would travel alone for a significant birthday, 23 per cent after a relationship break-up (even though travelling while heartbroken can backfire), and 48 per cent upon retirement.  

Hotels responding to the trend

More hotels in Australia are responding to this demand by offering room upgrades and discount packages for milestones, especially if you book direct. In some cases, there is no extra charge or small gifts appear as a surprise. The chance of a freebie is why some Aussies deliberately time their travels for special occasions.  

Woman celebrating with a stay at Shangri-La The Marina Cairns
Shangri-La The Marina Cairns is one of several hotels crafting packages for milestone travellers. (Image: Tropical North Queensland)

The Westin Brisbane, home to the city’s only swim-up pool bar and Guy Grossi’s award-winning restaurant, Settimo, is known for its personalised touch. “Our staff connects with guests from the moment they check in to find out who they are and why they are staying with us," says general manager Kelvin Ramm. “From there, we send something up to the room to recognise their milestone, like wine or chocolates, along with a thoughtful card that mentions the interaction." 

InterContinental Sydney provides complimentary treats in suites, such as balloons or the chef’s signature ‘birthday dome’. Guests can also coordinate with the hotel team to curate experiences, such as in-suite dinner parties, for an extra fee. 

In Cairns, at Shangri-La The Marina, chocolates and a bottle of bubbly will be waiting in the room upon arrival. The Shangri-La Celebration offer also includes daily breakfast for two in The Backyard waterfront restaurant. 

Pullman Palm Cove Sea Temple Resort and Spa has a Baby Shower Package designed for groups of 15 people or more. The party venue comes with an iced tea station, a photo wall, platters of food and cupcakes topped with sugar baby feet.  

Ovolo Woolloomooloo turns up the royal treatment for birthdays with decorated guestrooms and a special badge that provides perks such as personalised selfie sticks, a hotel-wide music playlist and a signature cocktail named after you. 

If you’re a member of a hotel loyalty program, check for additional rewards on your birthday. Crown Perth has extra enticements for West Australians who join the free Crown Rewards program. During their birthday month, members receive complimentary valet parking, a bottle of sparkling wine, breakfast and late check-out. 

Another idea is to book out a floor for the exclusive use of your party guests. QT Gold Coast, Melbourne and Perth offer Floor’d packages with optional drinks on arrival, food, pop-up bars, DJs or performers.  

With enough advance planning, milestoners can book an entire property such as Mysa Motel, a seven-bedroom motel in Palm Beach, Queensland.  

Alternatively, book several rooms and the poolside events space at Adina Chippendale, in the inner-city suburbs of Sydney. This secluded sanctuary has studios overlooking a pool and courtyard that can be hired for daytime fun or a summer party under the stars.   

Need tips, more detail or itinerary ideas tailored to you? Ask AT.

AI Prompt

Other milestone hotels around Australia

NSW

  • Capella Sydney 
  • Park Hyatt Sydney 
  • Four Seasons Sydney 
  • Intercontinental Sydney 
  • Crystalbrook Byron – Byron Bay 
  • Bells at Kilcare – Central Coast 
  • Bannisters – Mollymook & Port Stephens 
  • Ovolo Woolloomooloo 
sydney opera house
Park Hyatt Sydney is set amongst the icons.

Qld

a hammock on the balcony of Silky Oaks Lodge
Silky Oaks Lodge is the perfect setting for a milestone celebration.

Vic

  • Langham Hotel – Melbourne 
  • Ritz-Carlton Melbourne 
  • QT Melbourne 
  • Peninsula Hot Springs 
  • Balgownie Yarra Valley 
  • Eaglehawk Country House Hotel  
Eco Lodge Peninsula Hot Springs
The Eco Lodges at Peninsula Hot Springs bring relaxation to your next milestone celebration. (Image: Alarna O’Connell)

SA

Southern Ocean Lodge The Baillie Pavilion
Southern Ocean Lodge The Baillie Pavilion offers unbeatable views of Kangaroo Island.

Weekly travel news, experiences
insider tips, offers, and more.

Tas

  • Saffire Freycinet 
  • Kittawa Lodge – King Island 
  • Pumphouse Point – Lake St Clair 
  • The Henry Jones Art Hotel – Hobart  
  • MACq 01 – Hobart 
Couple on MACq01 hotel balcony overlooking Hobart waterfront
Expansive waterfront views are one of MACq 01 – Hobart’s  many drawcards. (Image: Stu Gibson)

NT

Uluru Longitude 131
Longitude 131° offers rooms with a view of Uluru. (Image: Baillie Lodges)

WA

  • Crown Towers Perth 
  • Ritz-Carlton Perth  
  • COMO The Treasury  
  • Samphire Rottnest – Rottnest Island 
  • El Questro Homestead – the Kimberley 
  • Cable Beach Club Resort and Spa – Broome 
a modern bathroom with a bathtub at COMO The Treasury, Perth
COMO The Treasury in Perth is the epitome of urban luxury.

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Louise Goldsbury
Twice named Best Travel Writer at the National Travel Industry Awards, Louise is an occasionally Sydney-based writer, who spends most of the year on luxury cruises. When on land, she embarks on road trips to review hotels, spa resorts and wine regions around Australia.
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5 of the best day trips from Hobart

    Rachel Lay Rachel Lay
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    Hobart has quietly become our coolest capital, but the real wonder lies just beyond the city limits.

    In the cool shade of Kunyani/ Mt Wellington, Hobart has earned a reputation. Home to culture-defining Dark MOFO, the city blends rugged, raw wilderness and rule-breaking galleries. But, step beyond the thrumming capital’s border and you’ll find a new perspective: historic towns, Jurassic-era cliffs and a UNESCO City of Gastronomy. With ALL Accor as your home away from home, fill your days with epicurean odysseys and wild scenery on the best day trips from Hobart.

    Where to stay

    Behind every good road trip is the perfect home base. Somewhere central to review your camera roll, make the most of Hobart’s dining scene and relax before setting off again.

    For modern, Tasmanian-inspired design, book a stay at the Movenpick Hotel Hobart. Standing at the Salamanca Markets, look to the Hobart skyline and the award-winning hotel will catch your eye. As the third-tallest building in the CBD, the views across the harbour toward Antarctica are totally unique to your room. Here, end each day at the daily free chocolate hour (plus a free Movenpick ice cream for the little ones).

    For a more budget-conscious option, head to the picture book, sandstone buildings of Macquarie Street. Nestled along the buzzing, historic streetscape, you’ll find Tasmania’s biggest hotel: the Ibis Styles. Return home each day to defrost in one of the hotel’s two saunas. Make use of the proximity to MONA, or take an easy stroll to the candy-coloured cottages of Battery Point between your adventures.

    A stylish, Tasmanian-inspired bedroom at Mövenpick Hotel Hobart, your perfect base for relaxing after the best day trips from Hobart.
    Elevate your Hobart stay with sleek style at Mövenpick.

    1. Bruny Island

    Craggy cliffs and tropical-hued, white sand beaches signal your arrival to Bruny Island/ Lunawanna-Alonnah.

    Start your day trip at the island’s most iconic spot, the Neck Game Reserve. Scale the Trunganini steps to gaze out over the teensy stretch of land that juts through the sea connecting the two ends of the island.

    Catch a rare glimpse of the white furred wallabies that call Bruny Island home at Adventure Bay. Then, for ocean-fresh oysters, pull into the drive-thru window at Get Shucked. Sample Bruny Island cheese at the cellar door before catching the ferry home with an esky full of local produce.

    Bruny Island Neck is an isthmus of land connecting north and south Bruny Island.
    Begin your adventure with a climb and a view. (Image: Elise Weaver)

    2. Mount Wellington

    At 1271 metres, Mount Wellington watches protectively over Hobart. Follow the winding road to climb through alpine forest and tufts of snow to reach the summit. Gaze down over Hobart and out to sea, or over your shoulder to the southwestern wilderness.

    Reset your adrenaline with a mountain bike ride back down. Or, make like the locals and head into the mountain on foot. Try the hike to the Jurassic-period Organ Pipes which slips under the mountain’s magnificent dolerite cliffs (perfect for families thanks to the trail’s minimal incline).

    For a view of Mount Wellington itself, hike nearby Cathedral Rock.

    No matter where you are in Hobart you are never far away from the City's beloved mountain, Kunanyi / Mount Wellington
    Climb through alpine forest to the summit. (Image: Paul Flemming)

    2. Port Arthur

    Constructed entirely by convicts, the manicured gardens and penal buildings of Port Arthur offer a day trip that practically hums with history.

    The rugged, seagirt location was chosen for its difficult escape conditions. Now, you can cruise the coast below the towering, jagged cliffs of the Tasman National Park or wander the sloping fields of fragrant lavender.

    Tickets to Port Arthur include a walking tour and harbour cruise. See the Isle of the Dead where 1000 men are buried in marked and unmarked graves. And Point Puer, Britain’s first prison for children.

    The Port Arthur Historic Site is one of Australia's most important heritage sites and tourist destinations. Located on the scenic Turrakana / Tasman Peninsula in the south east of Tasmania, it offers a unique and essential experience for all visitors to the area.
    Wander convict-built grounds and gardens. (Image: Dearna Bond)

    3. Launceston

    You’ll find Launceston at the confluence of three rivers after an easy 2.5-hour drive from Hobart. Launceston is a patchwork of old and new. Here, heritage streetscapes meet modern architecture.

    Visit Cataract Gorge, the green, sun-dappled heart of the town and sacred meeting point for Tasmania’s indigenous communities. Pull up at roadside produce stalls that dot the Tamar Valley, or dine out. Launceston is, after all, a UNESCO City of Gastronomy.

    Should the local wine scene persuade you, simply extend your time in Launceston at Peppers Silo (but definitely at least stop by the onsite restaurant, Grain of the Silo, for a farm fresh menu) or Mercure Launceston before heading back to Hobart.

    Walk the sunlit paths of Cataract Gorge. (Image: Nick H Visuals)

    4. Bonorong Wildlife Sanctuary

    Take a 35-minute drive from your hotel and you’ll find Bonorong Wildlife Sanctuary. This social enterprise is run by a team of extremely passionate Tasmanians with a mission to look after critically endangered species who have found sanctuary here after facing extinction on the mainland.

    Choose to wander the sanctuary at your own pace or join a guided tour (free with your ticket) to come face to face with Tassie’s most iconic species. Tasmanian Devils, wombats and echidnas are part of the free tour. You can book up close encounters with your favourite animals, too.

    Bonorong is a Sanctuary for wildlife run by a passionate team of like-minded people. We're a social enterprise: a little business with a big heart.
    Snap a cuddle-worthy encounter. (Image: Tourism Australia)

    5. Richmond Village & Coal River Valley

    Richmond is a town that belongs in a snow globe. Fifty colonial-era, Georgian buildings have been painstakingly restored and turned into cafes, cosy restaurants and galleries. Visit Richmond Gaol, said to be the home of a prisoner so vile he inspired Charles Dickens to pen Oliver Twist’s Fagin.

    Then, follow the Coal River as it flows past grassy, duckling-dotted knolls and under the iconic Richmond Bridge, the oldest bridge in Australia. From the crest of the bridge, see the oldest Catholic Church in Australia. The river crawls past many cellar doors, perfect for a day of wine tasting.

    Richmond is a picture-perfect town in the Coal River Valley wine region, offering a glimpse into early colonial life, one of the best day trips from Hobart.
    Trace the river through history and wine country. (Image: Fin Matson)

    Plan your trip to Hobart and beyond with ALL Accor at All.com.

    The one type of traveller behind the rise of the luxe hotel stay