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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8 secret places in Western Australia you need to know about

    Kate Bettes Kate Bettes
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    WA might be enormous, but the right insider knowledge brings its mysteries a whole lot closer.

    “Western Australia is a land of record-breakers,” says Carolyn Tipper, a Travel Director working on AAT Kings Western Australia tours. “It has the second-longest fault line, the second-largest meteorite crater, the second-fastest flowing river—it just keeps surprising you. And every area has its charm.”

    From tropics to deserts, Australia’s largest state is a land of extremes. You can’t see all of Western Australia in a lifetime, but with the right guide, you can discover its hidden pockets of magic.

    Carolyn wishes to reach her guests’ hearts. “I want them to enjoy and be in awe,” she says. “I want them to have the holiday of a lifetime.”

    1. Mimbi Caves

    You wouldn’t expect a Great Barrier Reef in the outback – but that’s what you’ll find at Mimbi Caves. Once part of a 350-million-year-old reef, these caves hold marine fossils, ancient Indigenous rock art, and Dreamtime stories shared by a Gooniyandi guide.

    “That’s when the real connection happens,” says Carolyn, who has taken guests through on the AAT Kings Wonders of the West Coast and Kimberley tour. “When guests connect, not just with the land, but with the people who have called it home for tens of thousands of years.”

    Eye-level view of traveller exploring Mimbi Caves.
    Walk through ancient limestone passages. (Image: Tourism Western Australia)

    2. Kalbarri National Park

    Nothing prepares you for the Kalbarri Skywalk: a 25-metre platform jutting over Murchison Gorge, 100 metres above the red cliffs and river below. From July to October, join the AAT Kings Untamed Pilbara and West Coast tour to see over 1000 wildflower species paint the park, and listen as an Indigenous guide shares their uses, bush foods and medicine plants.

    “I want our guests to have an emotional experience,” says Carolyn. “It’s not just about seeing the land, it’s about stepping into the stories.”

    An aerial view of the Kalbarri Skywalk, one of the secret places in Western Australia, with visitors on the edge.
    Stand on the Kalbarri Skywalk in Western Australia. (Image: Tourism Western Australia)

    3. Hamelin Bay Wines

    Margaret River isn’t just a top wine region – it’s a winner in every category. Where the Indian and Southern Oceans collide, granite cliffs rise, limestone caves sprawl and Karri forests tower. It almost distracts from the world-class Cabernet Sauvignon and Chardonnay.

    Almost.

    Out of over 100 cellar doors, AAT Kings pick Hamelin Bay Wines as a favourite. Hosted tastings of small-batch wines on the Western Wonderland tour end with a group meal. The menu shifting with the seasons.

    “Get off the beaten track to one of WA’s most relaxed venues for some amazing red and white signature wines,” explains Carolyn, “accompanied with upmarket pub food.”

    Spectacular views.

    A person raising a glass of Chardonnay against a glowing Western Australia sunset.
    Sip world-class wines at Hamelin Bay in Western Australia. (Image: Getty)

    4. Wildflower Guided Walk, Kings Park

    Western Australia is home to 12,000 native plant species – 3000 bloom in Kings Park’s Botanic Garden. Stroll past Kangaroo Paw, Banksia and blooms from the Goldfields, Stirling Ranges and Kimberley. “The diversity of Western Australia is immense,” says Carolyn, who leads guests through on the South Western Escape tour.

    Couple enjoying the view from the Lotterywest Federation walkway at Kings Park and Botanical Garden.
    Wander among thousands of native plant species. (Image: Tourism Western Australia)

    5. Hoochery Distillery

    Did you know that between Kununurra and Emma Gorge lies the state’s oldest continuously operating distillery? Well, the oldest legal one. Set on a family farm, Hoochery Distillery was hand-built using materials found on the property, conjuring up award-winning rum from local sugarcane, wet season rainwater and yeast.

    Today, visitors can sample a hearty nip of rum, along with whiskies and gins – all crafted using traditional, labour-intensive methods. It’s the ideal way to soak up the ‘spirit’ of the Kimberley on the AAT Kings’ Untamed Kimberley tour.

    People enjoying a rum tasting at one of the secret places in Western Australia.
    Sample award-winning rum. (Image: Tourism Western Australia)

    6. Geraldton

    The wildflowers of the Midwest will make your heart blossom. In Geraldton, the Helen Ansell Art Gallery brings the region’s botanicals to life in vivid colour and intricate detail. In nearby Mullewa, wander bushland trails lined with everlastings and native blooms. Further afield, Coalseam Conservation Park bursts into carpets of pink, white, and yellow each spring. Do it all on the Wildflower Wanderer tour with AAT Kings.

    woman walking through Wildflowers, Coalseam Conservation Park
    Chase vibrant wildflower trails. (Image: Tourism Western Australia)

    7. El Questro

    Wake up after a night under the stars at Emma Gorge Resort, ready to explore the mighty beauty of the El Questro Wilderness Park. With deep gorges, thermal springs, and cascading waterfalls, time slows here.

    Join the AAT Kings’ Wonders of the West Coast and Kimberley tour to drift through Chamberlain Gorge, where sheer sandstone walls glow burnt orange in the sun, archer fish flick at the surface, and rock wallabies peer down from ledges above. Then, step into Zebedee Springs, a secret oasis of warm, crystal-clear pools among prehistoric Livistona palms – a moment of pure, wild stillness.

    Emma Gorge Resort at El Questro.
    Wake to adventure at Emma Gorge Resort. (Image: Tourism Western Australia)

    8. Lake Argyle

    Once vast cattle country, Lake Argyle now sprawls like an inland sea – Western Australia’s largest freshwater lake, created by the damming of the Ord River. Scattered with over 70 islands, its glassy waters teem with life, like freshwater crocodiles, barramundi, bony bream, sleepy cod and over 240 bird species. That’s nearly a third of Australia’s avian population.

    Glide across the lake’s surface on a cruise as part of AAT Kings’ Untamed Kimberley tour, where the silence is only broken by the splash of fish and the call of birds. For Carolyn, this place is a perfect example of how WA’s landscapes surprise visitors. “Lake Argyle is a big puddle of water that became a game-changer,” she says. “Seeing it from a boat, coach, and plane is mind-blowing. It puts time, isolation and the sheer scale into perspective.”

    Aerial View of Triple J Tours on the Ord River, near Kununurra.
    Glide past islands on Western Australia’s largest freshwater lake. (Image: Western Australia)

    Discover more of Western Australia’s hidden gems and book your tour at aatkings.com.

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