Karen Deveson is the director of Collette, a boutique travel company specialising in curated luxury experiences inspired by French elegance and culture. Here she shares her insight on what Australians are looking for when they seek luxury experiences.
Collette is a key supplier at the Travel Weekly Luxury Roadshow, taking place in Sydney on 17 March, Brisbane 18 March and Melbourne 19 March. Sign up for your ticket now.
How is demand for luxury showing up in the tour sector?
Demand for luxury travel is on the rise, with Australians increasingly seeking unique, premium experiences that combine comfort, exclusivity, and authentic local connections. Our research shows our travellers are curious travellers – they want meaningful experiences designed by people who know the destinations intimately. They value how they arrive at their destination, so we have seen an increase in our Premium and Business Air Transportation packages, but once in a destination it is all about being on land and with the people within their communities.
Luxury is also showing up with small -group tours leading the way. We know our travellers want to travel together but also feel that the trip is their own.
What does luxury mean to Collette?
It means creating a truly immersive and perfectly-paced journey from start to finish. It means creating experiences that travellers remember and talk about years after they’ve returned.
Imagine a holiday handpicked by designers who call the destination home. The Collette traveller rejects routine and seeks meaningful experiences that capture the essence of each location. The accommodation is unique to the location and the transportation is chosen to match that location. Think 4WD, tuks tuks, ships, trains or zodiacs – we minimize coach time wherever possible.
Our travellers who purchase Collette’s air-inclusive Transportation Package, enjoy private sedan service from home-to-airport transfers. In destination transfers, full 24-hour emergency service support, and our world class cancel-for-any-reason protection up to 24 hours before departure. This ensures clients receive a full refund (minus their deposit), in the original form of payment.
It’s the care of crafting and including all the above that makes Collette a truly premium experience from start to finish.
Where do you see the most growth in the luxury sector?
Small-Group Tours: Australian travellers are increasingly drawn to small-group experiences. These are purpose built for a small group size with the Collette’s small group Exploration tours offer a deeper connection with destinations and local cultures. On our Collette’s Flavours of Spain and Portugal make the tour your own in San Sebastian. Imagine walking part of the “Camino of Saint James” on Camino del Norte – or on our Japan: Past and Present tour meet the local Ama Pearl divers and watch these women freestyle dive up to 30 feet down harvesting oysters and pearls. This is made extra special by sitting down and enjoying a grilled seafood dinner whilst hearing tales about their lives and scared rights of their profession.
Back-to-Back tours and longer holidays: More and more, Australian luxury travellers are opting for back-to-back tours. This is one of the fastest growing areas out of the Australian business.
What is one thing you wish agents knew about you?
One thing we really want agents to know is how much we value their role in creating amazing travel experiences. We want them to know we are a family-owned business. We are laser focused on providing the best guided holidays and that we are a true partner, offering the support, flexibility, and personal service to help their businesses grow.
