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

Louise GoldsburyBy Louise Goldsbury
hero media
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.   

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.

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.
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.
See all articles
interiors at liberty suite Capella Sydney
Australia

Two Aussie hotels make World’s 50 Best Hotels 2025 list

The World’s 50 Best Hotels 2025 is hot off the press – and Australia has scored big, with two local stays making the cut.

Read more
the pool at Peppers Gladstone
Australia

Central Queensland’s first five-star hotel is a coastal gateway

Peppers Gladstone proves its worth its salt, blending five-star comfort with access to the Great Barrier Reef.

Read more
The converted bakery and off-grid cabin crowned in best Airbnb stays
Australia

This off-grid Blue Mountains cabin was just crowned Airbnb’s best nature escape

Airbnb just unveiled the winners of its 2025 Australian Host Awards, and the lineup will have you booking your next getaway.

Read more
Duckboard Place street art
Australia

Once just for holiday rentals, Airbnb now plans your whole trip

From art tours in Melbourne to Bowral beehives, Airbnb has just launched its biggest evolution yet.

Read more
hero media

The Gold Rush town that’s become Victoria’s best country escape for foodies

    Jocelyn PrideBy Jocelyn Pride
    Continue
    The well-preserved Gold Rush town where an idyllic country vibe meets the best of city living.

    Cafe culture

    ‘Slow down’ is the mantra of Tortoise Espresso , and it’s apt for anyone visiting town. This local coffee hangout was the brainchild of Lloyd Meadows, who at 16 started it as a hole in the wall of an old pub. Five years on, it graces a fine shopfront with a menu of around 60 different coffees. Other one-off centrally located daytime cafes, such as Saffs, Togs, Saint Florian and Lazy Bones, are tucked into historic buildings and serve creative menus featuring local produce. A personal favourite is Origini, where chef Luca Sartori brings a taste of northern Italy to his rustic restaurant. For the best banh mi outside Vietnam head to Super Hero, and the pastries at Johnny Baker are legendary.

    the Saint Florian Cafe, Castlemaine
    Saint Florian is one of many businesses tucked away in a historic building. (Image: Griffin Simm)

    On the town’s fringe you’ll find some treasured cafes: Blackbird. Grist, Doveton Corner Store, and the cosy Aitken’s Corner. The Mill precinct also brings another dimension to Castlemaine. Located directly opposite the beautiful Botanical Gardens, this once-derelict woollen mill is a hive of creativity and collaboration. Retaining an industrial feel, it is home to a myriad of 44 unique businesses, galleries and studios that stretch over the three-hectare site.

    Brilliant brews, bars and food

    diners at The Mill, Castlemaine
    The Mill is home to many local businesses. (Image: Visit Victoria/Michelle Jarni)

    The Mill is also home to one of Castlemaine’s bespoke breweries, Shedshaker Brewing Company and Taproom. Within the sensitively restored walls of the oldest part of the building (circa 1875), small-batch, handcrafted beer features alongside fine wholesome food and live music.

    A more recent newcomer to the brewing scene is Love Shack . Starting small as a laneway pop-up in 2021, visionaries Conna Mallett and Harry Cox were armed with a Melbourne beer culture pedigree, which helped them create a great new ‘pub’ that feels as though it’s been there since the 1850s. Other atmospheric bars and restaurants are dotted around town – Grafting Cellars for local wines by the pour; buzzy Mostyn Street Cellars; Table Records plays vinyl on weekends; and the quirky Maurocco bar is not to be missed.

    food and drinks at Love Shack Public Bar & Bistro, Castlemaine
    The nostalgic Love Shack Public Bar & Bistro serves comfort food. (Image: Visit Victoria)

    For food you’ll write home about, the hatted Bar Midland serves exquisite dishes from Victorian-only produce. The freshly renovated Wild is located in the original firestation, Voor Ouker specialises in Indonesian/Dutch fusion, and the Railway Hotel oozes English pub charm.

    the Theatre Royal, Castlemaine
    Theatre Royal is the longest continually operating theatre on the mainland. (Image: Chloe Smith Photography)

    Much-loved Teatro Regio, found in the magnificent Theatre Royal , is the go-to for pizzas with a twist. As mainland Australia’s longest continually running theatre, this grand dame is also one of more than a dozen performance spaces that add to a rich and diverse entertainment and festival scene.

    pizza at Theatre Royal
    Dine before a show at Theatre Royal. (Image: Tourism Australia/Visit Victoria)

    Quirky country stays

    Quirky, authentic and perfectly located, the Midland Hotel is a private hotel that dates back to 1879. Each of the nine rooms at the Northern Arts Hotel is different and named in honour of an Australian artist. Castlemaine Boutique Accommodation also has a range of properties to suit all types of travellers.