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.

Whether you’re after the perfect family holiday or after something a little more romantic, Accor has the stay for you.

Nothing sets the tone of your holiday quite like the accommodation you’ve chosen. After all, who can imagine a wellness retreat without an on-site day spa, or a sprawling family resort without a kids’ club (or babysitting service)? The truth is there are as many ways to holiday as there are types of travellers – but happily, there’s accommodation for every type of traveller.

Fun family holidays

A successful family holiday requires plenty of space – not to mention essential amenities, like a fully equipped kitchen and laundry, a central location near plenty of activities and attractions, and those all-important beaches. The following properties all fit the bill and were designed with kids in mind.

1. Peppers Beach Club Port Douglas

inside room at Peppers Beach Club Port Douglas — Peppers Beach Club Port Douglas is perfect for a family getaway.

Will it be a day of snorkelling the Great Barrier Reef, horse riding along the golden sands of Cape Tribulation, or trying your hand at watersports at Four Mile Beach? For those checked in at Peppers Beach Club Port Douglas , the correct answer can only ever be ‘all of the above’ – but only if you can convince the kids to get out of the hotel’s lagoon-style swimming pool.

Featuring one-, two- and three-bedroom apartments (some with private swim-up pool decks), the hotel is also conveniently located moments from the town centre.

2. Novotel Sydney on Darling Harbour

Kids’ club: the two words most parents of little ones long to hear. With Novotel Sydney on Darling Harbour , however, that’s only the beginning. This eco-friendly hotel (which is famous for its spacious rooms) pulls out all the stops, serving up a 10-metre outdoor pool, tennis court and a signature restaurant, The Ternary .

Located in the heart of Sydney’s vibrant Darling Harbour precinct, the hotel is steps from WILD LIFE Sydney Zoo , SEA LIFE Sydney Aquarium and the Australian National Maritime Museum .

3. Mantra on Salt Beach Kingscliff

Mantra On Salt pool — The Tweed offers the best of both worlds.

When the kids are screaming ‘Gold Coast theme parks’ but your body needs a little Byron Bay downtime, the answer arrives in the form of Mantra on Salt Beach Kingscliff , an airy resort located in The Tweed. Some of Queensland and New South Wales’s top beaches and attractions are only a short drive away.

Featuring one- and two-bedroom suites, a tennis court and a lagoon-style pool (plus a children’s wading pool), guests also have the option to rent a bike, book a treatment at the onsite day spa, or organise child-minding for date night.

Couples getaways

Remember those candlelit dinners when you first got together? Or what about those long walks along the beach and lazy sleep-ins – complete with room service?

If you’re still searching your memory, it’s time to hit reboot on romance by booking a hotel geared around good food, good times and more than a little privacy.

1. Sofitel Melbourne On Collins

inside room at Sofitel Melbourne — Soak in the gorgeous view.

Located in the heart of Melbourne’s shopping and theatre districts, there’s every reason those checking into Sofitel Melbourne On Collins will want to head out and explore. A night in, however, can mean a champagne or signature cocktail (or two) at The Atrium Bar on 35 before an intimate feast at No35 , where French gastronomy reaches new heights.

Top tip? Book the Romance Getaway Package , which includes a bottle of French champagne, breakfast in bed and a leisurely 2pm check out.

2. Mondrian Gold Coast

inside a room at The Mondrian — Enjoy classy surrounds at The Mondrian.

The Gold Coast suburb of Burleigh has all the ingredients needed for a romantic escape. And the best place to explore it all from is the stunning beachfront lifestyle precinct, Mondrian Gold Coast .

Stay in one of 208 accommodation options, including studios, suites, homes and houses. Taste your way through the levels of dining options, from authentic Italian and surf-to-plate seafood, and dive into the lively pool club. Or relax with a restorative treatment together at the spa.

City escapes

Nabbing a front-row seat to urban life (and momentarily feeling like a local) is as easy as checking into a city hotel and letting the streets around you set the pace for your next holiday.

Laidback retreats and coastal getaways will always have their place, but here you can step straight into galleries and boutique stores, roll into restaurants and tumble out of bars – all before watching the sun rise across a gleaming skyline.

A convenient location, of course, is key.

1. 25hours Hotel The Olympia

25hours Sydney Atrium — Book into Sydney’s newest boutique spot.

Hotels are all too often about retreating from the city they’re located in, but at Sydney’s newest boutique spot, 25hours Hotel Sydney The Olympia , a stay is all about immersing yourself in the area. Channelling the energy and creativity of its Oxford Street location, the hotel’s bold and playful design is a nod to the building’s arthouse beginnings as West’s Olympia Theatre. Guests can choose to stay in either a light and airy Dreamers room or the more dramatic Renegades option.

This is home to two stand-out bars (one of them on the rooftop) and a cafe serving Lune croissants, as well as The Palomar , a hot dining spot that serves as a love letter to the Mediterranean.

2. Hyde Melbourne Place

Some of Melbourne’s finest restaurants might be on Hyde Melbourne Place’s doorstep, but there’s no need for guests to venture out the front door for a bite to remember. The innovative brand’s first Australian offering is not only home to three distinctive venues (including an atmospheric rooftop restaurant), but is also the winner of a Michelin Key 2025.

Conveniently located in the east end of the city’s CBD within moments of the city’s iconic laneways, accommodation ranges from a soothing General Admission Queen to the spectacular Headliner Suite (many with balconies overlooking the city buzzing below). A high-end fitness space and Peach Pilates streamed straight to your in-room tablet are available too. Our top tip? Call ahead for a Sonna Brightening LED Face Mask and say yes to winding down with a meditative ritual designed to support skin health, clarity and calm.

Tranquil retreats

There’s no question 2026 is going to be your year, but it would be foolish to hard-launch this new and improved you without first taking some time to relax, rejuvenate and reflect on how you can find better balance in the year to come.

It’s time to treat yourself to a wellness getaway that’s designed around peace, natural beauty and more than a few spa treatments.

1. Pullman Bunker Bay Resort

Pullman Bunker Bay pool — Relax into Pullman Bunker Bay Resort.

Kangaroos at dawn, Margaret River wineries at noon and a long evening of life-affirming massage treatment come the late afternoon; there’s a lot to love about a stay at Pullman Bunker Bay Resort . And that’s without even touching on the resort’s secluded beachfront location.

Whether you check into a studio villa or a three-bedroom, three-bathroom villa, the views stretching out over the lake or garden will help you hit reset as you ponder the important questions: should you take a drive to nearby Geographe Bay to enjoy the dive of a lifetime, settle in for a long and lazy day in the resort’s heated infinity-edge pool, or make booking after booking at Vie Spa to try its extensive range of massages, facials and treatments?

The cherry on top? The resort has a complimentary – albeit seasonal – kids’ club, too.

2. Peppers Cradle Mountain Lodge

couple in spa at Peppers Cradle Mountain — Connect with yourself and nature at Peppers Cradle Mountain Lodge.

Welcome to the ultimate alpine wellness experience, a luxurious lodge nestled in the lush peaks of Tasmania’s World Heritage-listed Cradle Mountain-Lake St Clair National Park, where ‘forest bathing’ takes on a whole new meaning.

Offering quick and easy access to some of the region’s most iconic walking trails (not to mention a window to our most striking flora and fauna), every cabin and suite at Peppers Cradle Mountain Lodge – some with their own fireplace – is designed to help you exhale.

Say yes to a wealth of included activities, such as an evening wildlife safari, a guided Crater Lake mountain walk or the Aboriginal Heritage & Bush Tucker tour. Unwind by retreating to the famous Waldheim Alpine Spa , where treatment rooms overlook rugged mountains and ancient forests.

Wellness has never looked – or felt – so luxurious.

Learn more and plan your next escape at All.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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Whether you’re after the perfect family holiday or after something a little more romantic, Accor has the stay for you.