The homegrown hospitality group behind Southern Ocean Lodge and Longitude 131° is expanding internationally under a new name.

Baillie Lodges, the homegrown hotel group behind many of Australia’s most sought-after stays, is stepping into a new chapter of growth. Together with sister brand Tierra Hotels in Chile, the group is relaunching under a united international brand, ‘Beckons’, marking the next evolution of its place-driven hospitality vision.

Baillie Lodges was born in 2003, when Sydney couple James and Hayley Baillie launched Capella Lodge on NSW’s Lord Howe Island. Since then, the brand has redefined what luxury hospitality looks like in Australia – boutique properties in extraordinary locations with a strong sense of place woven into the guest experience.

Beckons’ current nine-property portfolio includes Southern Ocean Lodge on Kangaroo Island, the cliff-hugging icon widely credited with kickstarting Australia’s modern luxury lodge movement, and breathtaking Longitude 131° overlooking Uluṟu – along with international outposts such as New Zealand’s Huka Lodge, Canada’s Clayoquot Wilderness Lodge and Chile’s Tierra Patagonia. 

For travellers, the lodge names and beloved guest experience aren’t going anywhere. But the new umbrella brand bids to bring Baillie Lodges’ intimate, eco-luxury philosophy to additional destinations worldwide. Beckons CEO Michael Crawford says the brand will not only pursue new lodge acquisitions in regions such as Africa but enhance its existing lodges, with upgrades spanning new suites and spa facilities to enriching wellness experiences.

Baillie Lodges founders James and Hayley Baillie say they are excited to be an integral part of Beckons. The pair will continue to be involved in the design of existing and future properties – helping steer the vision and fostering relationships with artists and operators – as well as continuing to own Capella Lodge under the Beckons masterbrand.

“We’ve always been so personally identified with the legacy, especially that of Southern Ocean Lodge, Capella Lodge and Longitude 131°, and of course Silky Oaks Lodge and Huka Lodge in more recent years, with the refurbishment and relaunch of those properties," says James. “But now, it’s exciting to be part of something bigger with so many more opportunities."

The luxury lodge legacy

The kind of ‘lodge’ that defines a Beckons property is very far from a traditional hotel or resort. It is small-scale – often accommodating only 30 or so guests, and it offers a strong sense of storytelling that connects guests to their environment in meaningful ways.

Crawford explains the difference through analogy: “It’s like a big cruise ship versus a small luxury yacht. You can take that yacht into ports, to places that you can’t get to with that big cruise ship. We give guests the chance to hear their own breath, versus being surrounded by hundreds or even thousands of people."   

James adds that Beckons is anything but a homogenised hotel brand. Each lodge is distinct from the next, yet all are situated in locations of remarkable natural beauty or cultural significance. And attentive, first name service takes prominence; “the staff and people are so important to the product but also to the sense of place," he says.

Another integral pillar of the Beckons and Baillie Lodges’ DNA is a genuine commitment to environmental and cultural sustainability, from building solar panel fields to reforestation projects. Before the brand redeveloped Longitude 131°, the property didn’t have “any sort of strong Indigenous presence in its interior and exterior intent when you actually were there," says Hayley. The brand invested heavily in supporting the arts community there to build that presence into the guest experience, but equally to ensure those precious traditions continue to endure.

At Clayoquot Wilderness Lodge on Canada’s Vancouver Island, the company recreated a salmon spawning stream to enhance the wildlife population rather than using the salmon for their own benefit. It is these kinds of regenerative projects that allow Beckons’ guests to engage deeply with the places they are visiting.

Why now?

The decision behind the Tierra Hotels and Baillie Lodges rebrand follows the growing demand for experiential luxury travel that connects guests to their environment. Hayley says she and James always knew there was a market for this, but have been surprised at how much it has grown in recent years, especially since the pandemic.

“It’s interesting how that evolution has come about; people wanting those human experiences," Hayley explains. “People have evolved away from the marble and the gold taps – that traditional luxury hotel – and that storytelling and sense of place has become possibly even more important."

In 2018, US-based private equity firm KSL Capital Partners purchased a majority stake in Baillie Lodges – a strategic move to help expand its network of luxury accommodations. Crawford says KSL Capital Partners recognised the emerging trend towards luxury experiential lodges and wanted to develop a unique set of assets around the world where they could welcome guests in the same way they do with Baillie.

Importantly, this is not a pivot towards scale for scale’s sake. The focus remains on small-scale luxury and emotional connection rather than large-format resorts.

New international properties

Part of the Beckons vision is to take the Baillie DNA and bring it to exciting new markets. Crawford says the brand is looking into acquisitions in carefully selected, remote destinations with strong cultural and wildlife drawcards. Africa will be a focus region, with locations such as Fiji also of interest. 

“We will continue to curate those journeys in ways that bigger companies can’t and give our guests the opportunity to really connect emotionally with the environments we bring them to," Crawford says.  

Enhancing existing Beckons properties

Beckons has already confirmed significant investment planned for three of its existing properties in 2026. Guests can expect exciting new wellness experiences and spa facilities at both Silky Oaks Lodge in Queensland’s Daintree Rainforest and The Louise in the Barossa Valley. Building on the extensive refurbishments of both Huka Lodge in New Zealand and Tierra Atacama in Chile in 2025, Beckons also plans to develop new premium suites at Tierra Patagonia.

“Over the last three years, we’ve invested roughly US $100 million into our existing lodges, and we’re continuing to do that now," says Crawford. “If you look at Silky Oaks Lodge, we’re looking at reframing the entry there and creating a wonderful new spa experience, and maybe even some differentiated type of accommodation. Same with The Louise in the Barossa – taking the product and elevating it in a way that allows us to really service the guests, meet their needs, and just be best in class."

A homegrown success story

James and Hayley Baillie say seeing Baillie Lodges evolve over the years and into Beckons brings them immense pride. “It’s quite incredible to think about what was a small Australian hospitality business growing into a worldwide brand."

When asked to reflect on their most memorable achievements over the years, the pair say the success of Southern Ocean Lodge stands out.

“[Southern Ocean Lodge] was the turning point for Tourism Australia to actually highlight and get behind an individual property, showing it could have a trickle-down effect, both for the South Australian Tourism Commission and for Tourism Australia," James elaborates.

With the major recent announcement of the Emirates Wolgan Valley reopening as the first-ever Ritz Carlton Lodge, the luxury lodge legacy Baillie Lodges pioneered is shining as strong as ever.

“It’s a point in time where the name of the business that we started goes, but we’re really excited and proud that it’s become a launching pad for something bigger," says James. “It’s a great Australian success story. Now it’s time to leave the nest and fly away."