The recent inaugural Luxury Travel Collection (LTC) Business Owners Soirée on Hayman Island welcomed over a hundred delegates for three days of inspiration, education, and connection. MATT LEEDHAM caught up with LTC’s leadership team to learn more about the journey so far and the group’s strategic plans for the future.
It’s a quintessential Whitsunday wind-swept and sunshine-filled afternoon on day two of LTC’s inaugural Business Owners Soirée, and I’m sitting in an airy, quiet meeting room at the Intercontinental Hayman Island Resort with Danielle Galloway, Global Managing Director, Luxury and Independent brands for Flight Centre Travel Group; Anna Burgdorf, Global Brand Marketing Leader at LTC; Rachel Kingswell, General Manager Travel Associates for Australia and New Zealand; and Nikki Glading, General Manager of LTC’s Member Portfolio.
Two days ago, over a hundred passionate luxury travel specialists including dedicated LTC business owners, managers, esteemed supplier partners from Australia and New Zealand, experts from Scott Dunn in the UK, and senior LTC executives—excitedly arrived on the island for the three-day Soirée, set fittingly on a Queensland luxury icon.
For many of LTC’s eight new independent members in attendance, this is also the first time they have met many of their ‘extended family’ face-to-face, marking a significant milestone for the new ‘Global house of luxury travel brands’, which includes the Travel Associates network in Australia and New Zealand and Scott Dunn in the UK, which will operate as essentially a tour operator in the ultra-luxury space to the group.
It’s also important to remember that the Luxury Travel Collection was officially launched only in January this year. Despite this short time, the Flight Centre Travel Group-owned network has already achieved a series of noteworthy bylines.
So, how has the inaugural leaders’ Soirée, themed Luxury Unlocked and focused on LTC’s core objective of unlocking opportunities to ‘create the next generation of luxury travel’, gone so far?
“Our biggest test is always feedback, and the feedback has been incredible. It really has,” says Dani Galloway.
“We set out with this first event to bring our business leaders together for a real purpose: to connect everyone, particularly our peers at the most senior level,” adds Anna Burgdorf.
“They can all learn so much from each other, and that’s the benefit of the community that’s been created with the Luxury Travel Collection.”
“The general excitement of all the business leaders to have the opportunity to cross-connect, even with outside speakers at the conference, has been amazing,” she says.
After enjoying a thought-provoking, content-rich first day of luxury travel updates, trends and insights and then donning the tropical attire for a vibrant, fun-filled night of ‘Tropical Temptations’ thanks to Oceania Cruises, day two of LTC’s first-ever Soirée saw delegates get out and about in the sunshine and the green as they toured the resort to attend partner immersion sessions in small groups.
The eleven immersion partners, which showcased their latest luxury offerings through innovative hands-on experiences, included Adventure World, Collette, Discova & Back Roads Touring, Globus Family of Brands, IHG, Oceania, Ponant, Regent Seven Seas, Scenic, Scott Dunn, and Viking Cruises.
Each partner hosted a 30-minute discovery session featuring a mix of indoor and outdoor immersive and entertaining activities, such as Agave tasting, coffee appreciation, cocktail making, Master weaving, golf, and yoga.
Commenting on the new approach, Ms Galloway says, “I think the way the partners have been able to showcase themselves through the immersions has worked well today. It was a great example of what we’re trying to achieve and a new way for partners to present themselves.”
“Everything we do aims to create a framework of what the luxury client is seeking for tomorrow. Over the past couple of days, you’ve seen how that look and feel are integral to how we want to operate and create that edge in everything we do,” says Ms Galloway.
Given that you only officially launched almost six months ago, how do you feel the LTC value proposition has landed so far?
“In terms of the member portfolio, I think it has landed incredibly well,” says Nikki Glading.
“The industry is excited, and the response I’ve received has been overwhelmingly positive. Now that we’ve got these wonderful independent and Travel Associates members out there in the community talking about what has been created, it’s going to go from strength to strength.”
Highlighting that the group has been a long time in the making and created from a thoroughly researched market need, Ms. Galloway adds, “The actual build of this luxury house has been created from strong interest over a long period. It wasn’t just an idea; it was based on a substantial interest and understanding of the luxury client.
“We’ve built a solid foundation over time, so on launch, we were ready to kick off immediately. We had strong frameworks like Galeries de Luxe ready to go. The new and differentiated offerings show the strength of what’s to come and how we’ve elevated.”
What are you most proud of so far?
“Working through COVID, understanding what the industry needed and the gaps, and having leaders who wanted to embrace everyone to make us all stronger in tough times is significant,” says Ms Burgdorf.
“Travel needs to change and progress for numerous reasons, from the changing face of the client to new technology to new opportunities.”
“As a luxury cohort, we will all move forward stronger together. Plenty of luxury customers are out there looking for what we offer, so why not learn from each other and move forward?”
“Dani (Galloway) has spoken about the concept of the Luxury Travel Collection modelled on a luxury house like LVMH (Moët Hennessy Louis Vuitton) several times.
“A lot of people don’t understand it yet because our industry isn’t used to it. But taking that idea and channelling what we need to benefit all our members is a remarkable achievement in a short space of time,” notes Ms Burgdorf.
The senior Flight Centre Travel Group (FCTG) leadership team’ has shown significant appetite and support for the project, finding the opportunity and making it happen.
“Travel Associates has been hugely successful and iconic, continuing to grow and perform beyond expectations. This is why the group continues to invest in luxury as a massive part of the portfolio’s diversification, leading the company’s growth,” says Ms Galloway.
LTC’s concept of immersive experiences also extends to LTC’s new Galeries de Luxe Product Department Store, introduced at LTC’s Luxury Product Showcase in February, which is rapidly developing its curated selection of luxury brand products.
“It’s about giving people the keys to unlock luxury opportunities. The suppliers are eager to be part of this journey, which is a true testament to what has been created,” says Ms Galloway.
“Seeing these respected partners within the industry wanting to join us is an achievement for everybody and contributes to creating LTC’s credibility.”
Citing what LTC believe is its competitive advantage, Rachel Kingswell adds, “We’re positioned now as the largest network across Australia and New Zealand that plays in the luxury space. We have had so much support from suppliers, but we don’t want to lose our boutique mindset either.”
What are your growth plans for the group?
LTC’s invite-only member portfolio of 8 independent luxury leisure travel specialists currently includes The Home Travel Company, Emma Whiting Travel & Cruise, Bicton Travel, Claremont Travel & Cruise, Ramsgate Travel Service, Destination HQ, Travel Experts, Dream Maker Travel, plus the Travel Associates network in Australia and New Zealand, and Scott Dunn in the UK.
LTC confirmed it would welcome 5 more new independent members in July 2024, taking the network’s independent total to thirteen. However, it says it has had to decline numerous member applications in recent months.
“We onboard them slowly with a high-touch process, spending time with their teams and taking them on the LTC journey,” says Ms Glading.
“It’s about the right members who can live and breathe our values and have good reputations for selling luxury travel and looking after the luxury customer.”
An additional 5 new members are predicted to join LTC by Christmas 2024, with the network estimated to total twenty independent members plus Travel Associates and Scott Dunn by the end of the financial year in July 2025.
“Ensuring the key fits for members and focusing on quality rather than numbers is critical,” adds Ms Galloway.
“We want the right people who align with LTC and focus on luxury suppliers, with the luxury consumer at the centre of everything they do,” she says.
Will we see new members from other markets joining LTC?
“We’re focusing on Australia and New Zealand for the Luxury Travel Collection for now,” says Ms Galloway.
“Once we establish ourselves in these markets, we’ll look to expand. The priority in other markets is to launch Envoyage as a new brand. We’ll also continue to explore acquisitions in the luxury space, as we have done with Scott Dunn, but we need to determine the right entry point.”
“We have strong strategies in place to grow organically, which is the top priority. But, of course, we remain open to acquisitions and opportunities, says Ms Galloway.”
“I don’t think an infinite number of people are the right fit for us, but new members may come on board as the business evolves and the market changes. It’s all about preserving a quality network,” adds Ms Glading.
What’s next for brand collaborations and partnerships?
Outlined as a key aspect of the LTC brand strategy, Ms Burgdorf says, “We’re looking at four key areas for partnerships. For example, a partnership with Samsonite, Harper’s Bazaar, or Macquarie Bank for their high-net-worth clients. These partnerships will help grow our business and create opportunities for our members.”
With elevated ambitions and aspirations to achieve a consistently high level of craftsmanship in selling luxury travel, similar to LVMH, LTC is banking on collaboration, leadership training and development to evolve the group for differentiation, loyalty, and sustainable brand success.
“Leadership and learning go hand in hand. That’s why we’re here: to learn from each other,” says Ms Burgdorf.
“We don’t have all the answers independently. If you have a question about luxury travel and one of these 100 people here or our entire network can’t answer, I’d be very surprised.
“This is the most exceptional little black book you will ever see,” says Ms Burgdorf.
The first-ever Luxury Travel Collection (LTC) Business Owners Soirée concluded with an insightful panel session on luxury trends and a closing event hosted by Regent Seven Seas Cruises.
Read: First-ever Luxury Travel Collection Business Owners Soirée concludes on Hayman Island
Read: Luxury Travel Collection Business Owners Soirée begins on Hayman Island
Check out our event paparazzi gallery here.
The Business Owners Soirée will return again in 2025, with dates and venue to be confirmed in the coming months.
LTC will also host its second, company-owned Luxperience Event at ICC Sydney from 19-22 November 2024. The event will consist of three intensive days of luxury supplier and advisor meetings, networking events, and the latest trends and insights designed to drive premium travel sales in the Australasian market.
The Luxury Travel Collection’s (LTC) inaugural Business Owners Soirée on Intercontinental Hayman Island took place from 14 to 17 May 2024.
For more information, visit luxurytravelcollection.co
