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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6 of Australia’s best destinations to recharge in nature

(Credit: Hilton Cairns)

    Australian Traveller Australian Traveller
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    From coast to coast and everywhere in between, our collective backyard offers unforgettable nature experiences for every kind of traveller.

    Whether you’re a hiking enthusiast or prefer to while away the day at the beach, Australia has some of the most incredible landscapes in the world (and some epic Hilton stays to return to after each day of exploring). Slow down, breathe in, and get ready for an unforgettable adventure, and these destinations are perfect for a nature escape.

    1. Albany, WA

    Aerial view of travellers exploring Granite Skywalk, located within Porongurup National Park.
    Climb the Granite Skywalk fora unique nature experience. (Credit: Tourism WA)

    Albany, in regional Western Australia, is a paradise for nature lovers, best known for its dramatic, rocky coastline and endless swathes of white-sand beaches. Explore it all from Hilton Garden Inn Albany, with a gorgeous waterfront location and close proximity to some of the most iconic natural landscapes.

    Head to Torndirrup National Park, where you can venture out onto a see-through platform to watch the waves batter the shoreline below – if you dare. Further north, marvel at Porongurup National Park’s Castle Rock, an imposing granite range over a million years old that you can scale via the Granite Skywalk.

    Between May and December, Albany becomes a whale watchers’ paradise as humpback whales, southern right whales, and even blue whales journey north towards the Kimberley. Pack your binoculars; there’s a good chance you’ll spot them from the shore.

    2. Alice Springs, NT

    views of the MacDonnell Ranges DoubleTree by Hilton Hotel Alice Springs
    Return from your explorations to enjoy views of the MacDonnell Ranges.

    Surrounded by dusty red desert, rolling spinifex dunes, and eerie ghost gums, Alice Springs sits upon a landscape so unique it’s otherworldly. From here, plan a day trip to Uluṟu-Kata Tjuṯa National Park, where you can take in the unrivalled majesty of Uluru. While there, check out The Olgas, a cluster of 36 impressive rock formations perfect for hiking. Walking trails offer a mix of easy strolls and trickier hikes that wind through gorges and creek beds.

    Other bucket-list-worthy experiences in the area include Stanley Chasm Angkerle Antwatye in the MacDonnell Ranges, best seen at midday for a spectacular view of the sun passing through its crevice, and the rim walk at King’s Canyon, which will leave you feeling breathless as you take in views of the desert from the top of 300m high sandstone walls.

    Nestled on the banks of the Todd River with views of the MacDonnell Ranges, DoubleTree by Hilton Hotel Alice Springs offers the ideal spot to relax and recharge after a day of adventuring.

    3. Busselton, WA

    Busselton Jetty, Busselton
    Watch the sunset reflect onto the endless blues at Busselton Jetty. (Credit: Tourism WA)

    For a deeply relaxing nature getaway, look no further than Busselton. This charming seaside city is the gateway to the Margaret River Region, where you’ll find no shortage of lush greenery, winding coastlines and unique marine life. Start the day with a stroll and a swim at Busselton or Dunsborough beach, and plan for a sunset walk along the Geographe Bay Foreshore to drink in the changing light. How’s the serenity?

    If you’re visiting Busselton in Spring, don’t skip a nature walk through Ambergate Nature Reserve, which is bursting with wildflowers of every colour once the weather begins to warm.

    A stay at Hilton Garden Inn Busselton puts the Margaret River region on your doorstep. Sitting on the pristine shores of Geographe Bay, it’s just a handful of steps from Busselton Jetty and underwater observatory, where you can see the vibrant marine life up close without getting wet.

    4. Cairns, Qld

    view from a room at Hilton Cairns
    Check into Hilton Cairns and soak in the beauty.

    There’s no shortage of natural wonders to marvel at from Cairns. Get up close and personal with the underwater wildlife by diving or snorkelling through Australia’s underwater playground, the world-heritage-listed Great Barrier Reef.

    Head away from the shore to the Daintree Rainforest, the world’s oldest surviving rainforest and home to iconic fauna like the cassowary, as well as infamous plants like the Stinging Tree.

    Wherever you go, Hilton Cairns or DoubleTree by Hilton Hotel Cairns make the perfect home base for a Cairns adventure. Both sit so close to the ferry terminal to get out on the reef, and offer easy access to dining and bar options to top off an amazing day.

    5. Darwin, NT

    two people floating in Florence Falls, Litchfield
    Explore Litchfield National Park’s beautiful swimming holes. (Credit: Tourism & Events NT/ Safari Global)

    Australia’s northernmost city has plenty to offer nature lovers. Day trip to Litchfield National Park and hear the thunderous roar of Florence Falls, take in the mangroves at Charles Darwin National Park, or head to Mary River Wetlands to marvel at the rare birdlife that call the wetlands home.

    You’re spoilt for choice when it comes to accommodation in Darwin, with  Hilton Darwin, DoubleTree by Hilton Esplanade Darwin and Hilton Garden Inn Darwin all providing excellent access to the city’s natural attractions (and a leisurely pool to cool off in after a day in the sun). Meet the top end’s most famous (and infamous) animal inhabitants at Territory Wildlife Park, or take a leisurely stroll through George Brown Darwin Botanic Gardens.

    6. Gold Coast, Qld

    Hilton Surfers Paradise
    Stay at the iconic Surfers Paradise.

    It might be known for being a literal paradise for surfers – it’s in the name, after all – but there’s more to the Gold Coast than initially meets the eye. Check into Hilton Surfers Paradise Hotel & Residences to take advantage of direct access to iconic beaches, coastal wildlife and the best of Surfers Paradise.

    But the hotel is also an easy drive away from the world-heritage-listed Gondwana Rainforest, a hinterland treasure teeming with walking trails. Make a day of it by stopping off at some of the local food producers that abound in the Gold Coast hinterland.

    Start planning your next nature escape at hilton.com.