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

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

qualia – Hamilton Island
Elysian Retreat – Whitsundays
Silky Oaks Lodge – Daintree Rainforest
Lizard Island Resort – Great Barrier Reef
Orpheus Island Resort – Great Barrier Reef
InterContinental Hayman Island Resort
The Westin Brisbane
QT Gold Coast

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

Sequoia Lodge – Adelaide Hills
The Louise – Barossa Valley
Wander – Kangaroo Island
Southern Ocean Lodge – Kangaroo Island
Eos by SkyCity – Adelaide

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

Longitude 131° – Yulara/Uluru
Mindil Beach Casino Resort – Darwin

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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Relax in Ngauwudu Safari Camp Safari Suites.

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Seven Spirit Bay in arnhem land — Enjoy the views at Seven Spirit Bay Resort.

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tour guide at Mossman Gorge — Join the Dreamtime Gorge Walk. (Image: TEQ)

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food and wine at Leeuwin Estate — Treat your tastebuds at Leeuwin Estate. (Image: Tourism WA)

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aerial of Millaa Millaa Falls — Dive into Millaa Millaa Falls. (Image: TEQ)

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two people in front of the field of light — Marvel at the Field of Light installation (Image: Tourism NT/ Lola and Jira/ Uluru Kata-Tjuta NP)

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mist around Wilpena Pound in flinders ranges — See the impressive Wilpena Pound. (Image: Emile Ristevski)

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Wineglass Bay in tasmania — See the spectacular Wineglass Bay. (Image: Chad Dewson)

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