FLIGHT Centre Travel Group (FCTG) has acquired one of Australia’s best-known luxury travel events Luxperience from event management specialist Diversified Communications.
Following two virtual events in 2021 and 2022, the first version of Luxperience to be held under FCTG’s ownership will take place this year from 14-16 November at the ICC Sydney.
Luxperience will be positioned within FCTG’s global Luxury Travel Collection, which includes Travel Associates and the recently acquired Scott Dunn brand.
Like those businesses, the well-known event will continue to operate on its own merits, FCTG said.
To preserve Luxperience’s brand & and reputation, and to maintain consistency of relationships & connections, Event Director Lynn Ormiston will transfer across with the business, and will continue to lead the portfolio.
FCTG Global Chief Executive Officer Leisure James Kavanagh said the company saw the acquisition of the boutique event as an opportunity to strengthen its luxury leisure offering to suppliers, travel advisors, and travellers.
“As we emerged from the pandemic and luxury travel began to rebound, we felt the addition of a bespoke, luxury B2B event like this would strengthen our portfolio and provide opportunities for business growth and diversification,” he enthused.
“Luxperience…has a strong reputation as a great quality annual hosted buyer event connecting high-end experiential travel advisors with elite suppliers.”
“It is the only event of its kind in Australia and was therefore the right fit for the Group’s growing Luxury Travel Collection.”
Diversified Communications Managing Director David Longman said the business is pleased with the outcome, believing FCTG’s far-reaching products and partnerships will make it the ideal platform to advance the Luxperience brand in the market.
The annual luxury event was initially acquired by Diversified Communications in 2017 from prior owner Helen Lagos.
Flight Centre has been betting big on its company-leading luxury division of late, with the Travel Associates brand recently holding its first Product Showcase in four years, to a record attendance of more than 200 travel advisors.
