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.

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

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.

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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.

With unhurried mornings, long, sun-filled afternoons, evenings shaped around sunset, this iconic beach offers an all-day experience (and it’s about to get even better).

As the sun slowly rises over the languid waves and fine sand of Broome’s Cable Beach, the morning colours shift from rich apricot to pale gold and frosty pearl. Remnants of life reveal themselves in the subtle shadows – crab claw marks, towel impressions, footprints. Life here is unhurried, but don’t be fooled. This town is continually shifting like the desert dunes that surround it.

And with a $75 million upgrade – offering easier and more inclusive access for people of all abilities – it’s getting even better.

Cable Beach upgrade foreshore redevelopment stage 1 — Discover the Cable Beach redevelopment.

The addition of comfortable and welcoming spaces has begun (and will continue). This means visitors will be able to spend longer enjoying this beautiful environment, while knowing that the upgrade will create a more environmentally protected setting that preserves the natural character visitors come for. Come sunset, soak it in all the better thanks to the already improved foreshore areas, made for lingering while the light changes. And for the kids, a new splash park and accessible dry playground will make it easy to while away the hours.

Think you know what a day at this beach is like? Think again.

Morning colours

car on cable beach at sunrise — Cable Beach comes alive after sunrise. (Credit: Tourism WA)

As the sun colours the sky, Cable Beach shows signs of life (and not just the aquatic kind). Locals and visitors alike float in the cool water as it laps the shore, landlubbers explore the coast on foot, runners pace and beachside yoga classes bring quiet movement to the day.

When the sky is blue and the sun is firmly in position, head down to the well-known Cable Beach House for a long, slow breakfast overlooking the ocean. Think fresh tropical fruit, eggs cooked your way and strong coffee in the warm morning breeze.

Afternoon adventures

camel train on cable beach in broome at sunset — Join a camel train at sunset. (Credit: C J Maddock)

When you’re ready to explore, carve a path along the Minyirr Park Trail – a gentle 1.5-2km track through coastal bushland with spectacular views of the dunes. Refuel at the nearby Spinifex Brewery for lunch with its low-key, outdoor beer garden. There’s even an outdoor playground if you’re travelling with young humans.

Walk off your lazy lunch by watching (or joining) one of the beach soccer or volleyball games, or even try Silent Beats Broome – a silent walking disco through the dunes. Or book a spot on the famous camel trains, watching the sun drop below the horizon along the way. They’re a constant reminder of the fascinating history, landscape and cultural mix in this part of the country.

Evening degustation

server at Cable Beach Club — Stop into the Cable Beach Club. (Credit: Tourism WA)

As the day closes, watch the world-famous Cable Beach sunset from the appropriately named Sunset Grill at Cable Beach Club. This open-air terraced dining spot overlooking the beach is the kind of place where the view takes centre stage.

While you sip on a lychee, lime & lemonade mocktail or a local beer, enjoy the bustle of life and nature outside as the day comes to an end.

For dinner, nab a table at the Bali Hai Cafe, where they offer pan-fried crispy barramundi, Abrolhos Island scallops and deep-sea snow crab. When you’re ready for bed, check in to Pinctada Hotel Broome – a lush, tropical resort with palm-dotted gardens and a large, lagoon-style pool to cool off in.

Beyond the beach

Beyond the wide, open beach and never-ending sky of Cable Beach, there are many more reasons to visit North West Australia. These are just a few.

Unmatched experiences

Shinju Matsuri Festival's popular Long Table Dinner on cable beach — Join Shinju Matsuri Festival’s popular Long Table Dinner. (Credit: Tourism WA)

Engage with the history of the land and its people on an Indigenous cultural tour exploring everything from the local wildlife to the tastes of bush tucker. To understand the importance of pearling to this town, take a tour of Chinatown, or head outside of town to the live pearl harvests at Willie Creek or Cygnet Bay Pearl Farm, one of Australia’s oldest pearl farms.

Learn why Japanese pearlers were central to Broome’s pearling success and visit the largest Japanese cemetery in Australia, where 900 Japanese pearlers were buried – a testament to the risks and rewards of this dangerous profession.

And book ahead every spring for when communal tables, freshly cooked local fare and festoon lighting fill the beach for the extremely popular Long Table Dinner on Cable Beach. It’s a highlight of the Shinju Matsuri Festival, along with the Floating Lanterns Matsuri, where you can personalise a lantern and gently release it into the sea to honour those you love.

Dining discoveries

Further your culinary adventure at the laid-back Sunday Sesh at Matso’s Broome Brewery. Chow down on smoked crocodile or Aussie barramundi while kicking back to a local DJ as the heat of the day fades.

For more tunes, the beautiful outdoor Bay Club at the Mangrove Hotel is a great choice for dinner with live music, DJs or an event that stretches on into the early hours. Still hungry? Pop by Johnny Sausage for Italian-influenced meals paired with impeccable wines.

Natural beauties

Gantheaume Point cabnle beach broome — Experience the striking colours of Gantheaume Point. (Credit: Tourism WA)

Avoid the crowds and head to Town Beach for a quieter vantage point to see the phenomenal Staircase to the Moon – a natural illusion where the rising full moon is reflected on the tidal flats, creating a shimmering ‘staircase’ stretching up to the sky.

Just south of Cable Beach are the deep red cliffs and dramatic ocean views of Gantheaume Point, where 130-million-year-old dinosaur footprints can be seen, revealed at low tide. Or head to Roebuck Bay to visit the internationally significant wetlands, where vast tidal flats are home to shorebirds and coastal fauna.

Between October and March, watch turtles nesting and hatchlings emerge from the sand. You’ll be holding your breath as they make their way down to the shoreline, ready to start their life in one of Australia’s most beautiful landscapes.

For more on Cable Beach and Australia’s North West, visit australiasnorthwest.com.

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

The rise of the milestones

Hotels responding to the trend

Other milestone hotels around Australia

NSW

Qld

Vic

SA

Tas

NT

WA

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Exploring an icon: inside the massive upgrade to Broome’s famous Cable Beach

With unhurried mornings, long, sun-filled afternoons, evenings shaped around sunset, this iconic beach offers an all-day experience (and it’s about to get even better).

Morning colours

Afternoon adventures

Evening degustation