Ashlea Sweet is an agent that specialises in business and luxury leisure travel, offering exclusive perks through elite partnerships like Virtuoso and Mandarin Oriental.
Backed by 15+ years in travel and hospitality, she provides the seamless, tailored experiences with a proactive, people-focused approach that a luxury client demands.
Ahead of the Travel Weekly Luxury Roadshow, taking place in Sydney on 17 March, Brisbane on 18 March and Melbourne on 19 March, we caught up with Ashlea to see what she thinks is hot in the luxury market right now.
When did you start specialising in luxury, and what drew you to the market?
2025 marks my 16th year in travel, and I’ve been fortunate to be part of the luxury community for about eight years.
After spending considerable time in the corporate space, I wanted to pivot into curating elevated experiences for my clients who, over time, truly feel like family.
Luxury is about so much more than a hotel or a small-ship cruise; it’s the entire journey. We act as a concierge, adding exclusive touches that make every trip feel exceptional.
There’s something special about receiving a message from a client who has just arrived at their Paris hotel to find champagne, flowers, and macarons waiting for them. Or knowing that after a long day of work, they’ll return to a beautifully framed photo of their family by their bedside because we anticipated they’d be missing home. These details matter, and our concierge teams go above and beyond to ensure every client feels personally cared for.
What is the key to selling luxury?
Understanding your client and knowing your product inside and out.
There’s no longer room in the market to rely on “top 10” lists and assume those properties are the best fit. The most exceptional hotels often stay under the radar, maintaining exclusivity.
Being part of a leading consortia – like Virtuoso and our preferred partner programs – is invaluable. These relationships allow us to ensure our clients receive the highest level of care and exclusive benefits.
We spend time on location, working closely with our preferred partners, because expertise comes from firsthand experience. Luxury travel is about more than making a booking; it’s about understanding our clients’ dreams and supporting them at every step.
What do luxury clients value most in 2025, and has this changed in recent years?
In 2025, luxury is all about experiences.
Booking flights, hotels, and cruises is just the foundation – the real magic happens on the ground.
It’s returning to a favourite hotel and being greeted like family, gliding through customs with an express service, or arriving at a private island resort to find their children’s favourite nanny from a past trip running in for a hug.
Our clients are incredibly well-travelled. They have a vision of where they want to go, and we take the time to map out their next two to three years, ensuring they experience it all.
Anthony Goldman recently spoke about “lux jacking,” and I couldn’t agree more. It’s no longer enough to be rated five stars; a property needs soul, exceptional service, and a special essence that leaves an imprint on a client’s memory.
In the past, booking a flight and hotel may have been sufficient. Today, that approach feels incomplete—where’s the magic? Where’s the lasting impression? Our clients’ expectations have risen, and in turn, so have ours. Fortunately, our preferred partners share our vision for truly exceptional service.
What do you consider to be the largest areas of growth in the market?
Luxury yachting!
With the arrival of Ritz-Carlton Yachts, Four Seasons, Aman, and Orient Express in the ultra-luxe cruise market, demand for small-ship cruising has never been higher. This shift has broadened the demographic of cruise travellers and opened new opportunities for multi-generational travel.
These intimate vessels allow access to remote destinations that larger ships cannot reach, offering a more exclusive experience.
Another area of significant growth is barefoot luxury. Over the past year, requests for private island escapes have surged – and this trend has only continued in 2025. Whether for solo travellers, couples, or multi-generational families, our clients are prioritising exclusive, high-end experiences that focus on sustainability, elevated cuisine, and deep connections with nature. The focus is on quality time, authenticity, and a seamless, highly personalised experience.
