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.

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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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Heathcote has evolved into the ultimate eco-escape for foodies

    Margaret Barca Margaret Barca
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    From cabins to canvas, craft distillers to destination dining, Heathcote locals reveal their eco-savvy passions in ways that resonate with those seeking to travel lightly. 

    Heathcote, on traditional Taungurung Country in Central Victoria, is synonymous with its garnet-hued shiraz, but wine isn’t the only string to its bow. The town itself is sprinkled with heritage buildings from the gold rush era, and beyond that a growing collection of sustainable gastronomy and eco-friendly escapes. Nearby Bendigo, one of only 65 cities in the world recognised as a UNESCO Creative City and Region of Gastronomy, plates up an astonishing calibre of produce, wine and food for its size. Increasingly the entire region is taking up the challenge, though Heathcote in particular shines with its focus on sustainability. 

    Pink Cliffs GeologicalReserve
    The dramatic landscape of Heathcote’s Pink Cliffs Geological Reserve. (Image: Visit Victoria/Emily Goodfrey)

    The eco-stays bringing sustainability to Heathcote 

    Yellow BoxWood’s safari-style tents
    Yellow Box Wood’s safari-style tents are nestled on 40 hectares of bushland. (Image: Emily Goodfrey)

    Andee and Lisa Davidson spent years working in southern Africa before settling in Heathcote. “We had a vision of how this could be,” explains Andee. “We wanted a retreat, but one that was off-grid and environmentally sustainable.” Now, at Yellow Box Wood, two luxury safari-style tents are at the heart of 40 hectares of rolling hills and native bush, with kangaroos, wallabies, echidnas, goanna and birdlife aplenty. It’s all solar-powered, wood for the fire is mainly fallen timber, and water is collected on the carport roof.  No lack of creature comforts though – en suite with rain shower, espresso coffee maker, comfy seating, wood-burning fire all set to go. There’s also a solar-heated, mineral salt pool in a bush setting, walking tracks, and even a mini bush golf course.  On my visit, I put the vision to the test. Cocooned in the plush four-poster bed I can glimpse the stars, while the heater casts a golden glow on the canvas. In the morning, I wake to a blush-pink sunrise, kangaroos feeding and a soundtrack of magpies.

    Mt Ida Eco Cabin
    Mt Ida Eco Cabin is rustic and simple but oozes comfort. (Image: Graham Hosking)

    If a tent is not your style, Stephen and Cally Trompp’s carbon-neutral Mt Ida Eco Cabin might entice with its generous deck and farmland views.   Inside the cabin, corrugated iron walls as rusty as a shearing shed, gleaming (recycled) floorboards, timber truss ceiling (crafted by Stephen), wood-fired heater and an old-school turntable with a pile of vinyls to spin. It’s fun, and a little boho. “Everything is recycled. The cabin takes maximum advantage of the sun in winter. It’s all solar-powered. Don’t panic, though,” says Stephen, “you can still charge your phone and get 4G reception!” Settle into an Adirondack chair on the deck or pedal off on a mountain bike to suss out the wineries.  

    A taste of Spain in Central Victoria 

    Three Dams Estate
    Three Dams Estate make Spanish-style wine.

    Another person with a vision is Evan Pritchard at his Three Dams Estate where the wines reflect his deep love of Spain and of Spanish-style grapes, such as tempranillo. Afternoons in the ‘wine shed’ or cantina are matched with music (flamenco is a favourite), Spanish bites from tapas to paella (with Evan on the pans!) and views to Mount Alexander. Sustainability is also a passion. “You don’t need to buy anything. We decided to be off-grid from the start, but it is a lifestyle change,” he says. “You need to think about it and be careful.” Everything here is recycled, reassembled, refurbished. Evan has an electric car (with solar-powered charger), solar-power for the winery, and even a jaunty little electric tractor/forklift. “I love the idea of all the things you can do using the sun.” Sipping a crisp rosado (a Spanish rosé) with Evan in the sunshine, I couldn’t agree more. 

    The vineyard redefining sustainable winemaking 

    Silver Spoon winery
    The Silverspoon Estate winery is completely off-grid. (Image: Graham Hosking)

    On the other side of Heathcote, Silver Spoon Estate demonstrates sustainability on a more extensive scale. Tracie and Peter Young’s winery, cellar door, award-winning restaurant and their own house are all solar-powered and off the grid. Sustainability is intrinsic to everything they do.  The property sprawls across 100 hectares, with 20 hectares under vine – shiraz, viognier, grenache, tempranillo. As the climate has changed, so too has the approach. These are dry-grown vineyards. “We prune for drought. That means lower yields but more intense flavours,” says Peter.  The fine-dining restaurant offers sweeping views, a wood-burning fire and a deck for languid lunches. Head chef Ben Hong sources regional, sustainable ingredients and weaves estate wines into the menu – think crispy wild mushroom arancini, viognier-infused chicken breast.   

    Silver Spoon’s award-winning restaurant
    Silver Spoon’s award-winning restaurant.

    Heathcote’s other hidden gems 

    Heathcote Wine Hub
    Heathcote Wine Hub is housed in a 1855-built timber church.

    Not all local wineries have a cellar door, but I find local treasures at the Heathcote Wine Hub, a petite 1855 timber church in the main street, lovingly returned to life by Karen Robertson and Carey Moncrieff.  “Carey is a scrounger,” says Karen. “He doesn’t throw a single thing away.” He does, however, craft things into something quite special. Heritage floors, light-filtering lancet windows and shelves of regional wines create the perfect ambience for wine tasting. Or order a glass and linger over a cheese platter.  

    Heathcote is not all wine, of course. Nathan Wheat and partner Vanessa Curtis run Envy Distilling with a committed sustainable ethic – and a serious love of gin. Their small-batch distillery produces grape-based gin, and soon brandy. Distilled water is reused in an ingenious cooling system. All waste is treated on site. They buy excess wine from winemakers to distil and buy recycled barrels. “Distilling with the sun,” as Nathan says. Each Envy gin has its own story. Spicy, award-winning The Dry, is designed to capture the region’s dry, rugged nature. Pull up a stool at the bar (reclaimed timbers and tiles, of course), order a Gin Flight, or kick back with a cocktail and let Nathan share his eco journey.   

    Envy gins
    Sample gins at small-batch distillery Envy.

    A traveller’s checklist 

    Getting there

    It’s less than two hours’ drive from Melbourne. The scenic route we take goes past Sunbury, then along a splendid country road through Romsey and the magic, boulder-strewn landscape of Lancefield. Watch for kangaroos on the road! 

    Staying there

    Go off-grid in style at Yellow Box Wood for glamping or try Mt Ida Eco Cabin for a couple’s weekend hideaway. 

    Eating there

    French dishes at Chauncy
    Award-winning French restaurant Chauncy.

    At award-winning Chauncy, French chef Louis Naepels and sommelier wife Tess Murray have created a tiny, elegant pocket of rural France. Meticulously restored 1850s sandstone building, sun-drenched dining room, impeccable service, a menu suffused with local flavours and thoughtful wine pairings.  

    Fodder is both cafe and social hub. Chef Mo Pun and sister Lalita serve classic Aussie breakfast-to-lunch fare, though their Nepalese heritage sneaks through. 

    Playing there

    Sanguine Estate
    Sip on wines among the vines at Sanguine Estate. (Image: Visit Victoria/Emily Godfrey)

    Sanguine Estate’s cellar door and terrace overlook bucolic vineyards. Its award-winning, dry-grown wines include the distinctive D’Orsa Blanc dessert wine, reflecting the family’s Swiss-Italian heritage. Order a charcuterie board and stay a while. Keep it carbon neutral by cycling some (or all) of the 50-kilometre O’Keefe Rail Trail to Bendigo.  

    At Bridgeward Grove, learn about the property’s Old Mission Grove heritage olive trees, do a sommelier olive oil tasting, and stock up on sustainably grown olives and oil. Explore the unique landscape, wildflowers and wildlife of pink cliffs geological reserve.