Home' micenet eMag : micenet December 2018 Contents LUXPERIENCE
n early 2010, experiential travel was one of
the top travel trends, demonstrating a
growing demand from consumers for
authentic, immersive experiences and a
strong sense of place.
At the same time, there was a gap in the
market for an event that brought all of these
exciting new offerings to Australia. Enter
Luxperience and founder Helen Logas. With a
focus on the high-end leisure market, the first
Luxperience trade show in Sydney’s Overseas
Passenger Terminal was held in 2012.
Fast forward to 2018 and the rest, as they
say is history.
“Now we are part of Diversified
Communications – an exhibition company
and a global entity, which means we have
been able to streamline and take advantage
of their power in exhibitions,” explained
Diversified’s event director, Michelle Papas,
following the 2018 event.
“Today we have systems in place that
allow us to make the exhibition experience a
lot more fruitful.
“Diversified gave us an opportunity to say
okay, where do we want to take this show?
We knew our delegates wanted a location
that was more city central so we brought it to
the ICC Sydney. Now the satisfaction level
has gone through the roof and already the
feedback we are getting from the attendees –
both exhibitors and buyers – has given us
some great advocates.”
At Luxperience’s first three day event there
were a recorded 150 buyers and 100
Luxperience has again delivered a quality event for both buyers and
sellers, and turned its attention to high-end incentive travel rewards.
exhibitors while at its most recent event in September, it was all up a total of 650.
“The premium market was always one of our key objectives, with a definite focus on the
leisure market,” Ms Papas said.
“However, because of the kinds of products we had on the floor, the meetings market was
emerging. All our specs of this market correlate to the feedback we were getting from event
planners who want service, quality and to be listened to about their needs.
“Today, we have incentive houses and people attending from overseas who are registered as
a buyer but are actually in-house travel specialists who do the travel for a particular family trust,
as well as leisure agents who deal with major businesses and look after their private travel as
well as their meetings.
“While we are not a meetings show, we are getting people who are looking for incentive
product and real local experiences – executive retreats and bespoke touring options in Sydney
and Melbourne, such as hiring a luxury yacht on Sydney Harbour, followed by a meal at a
In a first this year, the Perth Convention Bureau was an exhibitor, a sign that is flagging
interest from other bureaux.
“Perth is looking for new opportunities, especially as they have so much happening in new
developments and infrastructure. We are already working with tourism boards and we’d like to
see those from more regional and urban areas. Our international delegates too want to get to
know the locals and have local experiences,” Ms Papas said.
The upshot of these welcome interlopers caused Luxperience to adjust its offerings to a more
dedicated program for the meetings market – Events by Luxperience – a segment that connects
the world of business events with the world of luxury.
“We know a lot of people don’t have the time to commit to the three days of the event so we
have a more bespoke offering. This year we invited half day delegates to short workshops
where they participated in a sort of speed dating program with purely meetings travel product.
They were also invited to attend our networking program and were able to look at all the other
products on the floor.”
Also this year, an enhanced registration process – Sprintr by AV1 – was introduced, which
streamlined visitor entry and registration and allowed them to arrive at the show, scan the
barcode on their phone and get a printed delegate pass. This then linked them to the
Luxperience app and interactively allowed them to find their appointments on the floor.
“Our app was enhanced to also offer appointment rating capabilities this year. To date 69
percent rate their appointments as five-star meaning they expect business out of this
appointment within the next 12 months,” Ms Papas concluded. m
THE HIGH NOTES
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