CASE STUDY
Luxury Travel Collection goes west
Luxury Travel Collection (LTC), a global network of high-end travel brands, partnered with FCM Meetings & Events to host their annual Global Luxury Business Owners Soirée in Longreach, Queensland. This event aimed to redefine luxury by offering a unique, culturally rich experience in the Australian outback for 100 senior leaders from around the world.
The client
Luxury Travel Collection (LTC) is a global house of luxury travel brands. Bringing together a number of hand-picked members who share a deep desire to provide top-tier customer service and to redefine the concept of luxury travel.
The event
Each year, LTC gathers senior leaders from all over the world into one location for the Global Luxury Business Owners Soirée. A signature event designed to spark entrepreneurial thinking, spotlight industry partners, and connect leaders who share a passion for travel that's anything but ordinary.
Following the success of last year’s Island Soiree on Hayman Island, LTC knew they had to raise the bar. But not with more of the same, this time, it was about going a bit deeper. What does luxury really mean to today’s traveller? Is it less silver service, or more soul? With this in mind, Longreach, Queensland, became the backdrop for this year’s Soirée. A surprising shift that allowed LTC’s global leaders to step out of their comfort zones and experience a new side of Australia.
Outback Queensland stands out as a truly unique event destination, with big skies, stunning scenery and a fascinating history all captured in a destination that can deliver luxury under the stars, great bespoke experiences and world class museums.
- Denise Brown, CEO, Outback Queensland Tourism.
Goals & objectives
- Create a smooth, stress-free experience for a group of well-travelled guests.
- Spotlight LTC’s key partners and provide an opportunity for product showcases.
- Give guests a genuine taste of the region through its stories, food, people, and places.
- Support the regional economy by spotlighting local talent, venues, and businesses.
- Show off what the Australian outback has to offer, beyond the clichés.
- Bring people together for meaningful connection and collaboration.
- Keep it high-end, homegrown, and hard to forget.
- Offer a new definition of luxury, rich in culture that guests wouldn’t plan for themselves.
Our approach
Curating a luxury experience in a remote outback town isn’t exactly plug-and-play. But that’s where the FCM Meetings & Events shine. With just a few months of planning, the events team set out to deliver an experience that balanced rich heritage and the natural beauty of Longreach. Every touchpoint—including the in-flight champagne and whip-cracking show—felt genuine and intentional.
When hosting those who consistently redefine excellence for discerning clientele, we knew that they deserved an experience which was nothing short of extraordinary.
Throughout the day, our members were captivated by the level of hospitality, with exclusive access to the most remarkable places and generosity of the amazing people who welcomed us to this unique landscape and the seamless transition from locations, belied the amount of planning the team put into the day.
- Flight Centre Travel Group Managing Director Luxury and Independent brands Danielle Galloway.
The journey
Guests were whisked away from The Star Brisbane to a private airport lounge en route for Longreach. The red-carpet treatment kicked off with a Will & Bear pop-up, where each guest had the opportunity to pick their own sustainably made country hat, a nod to what was coming next. Then it was wheels up. A privately chartered plane, organised with AVMIN, flew the group into the heart of Outback Queensland. Branded pillows, in-flight partner content, and a bit chatting and laughter over bubbly.
Activities & experiences
Guests landed in Longreach to a warm welcome from locals riding bulls (iconic).
From here, guests experienced a private tour of the Qantas Founders Museum - full of aviation history, and on many Australians' bucket lists. Attendees had the opportunity to walk along the wing of a 747, peek inside the flight deck, and experience a side of Qantas not many do.
Then it was onto the Australian Stockman's Hall of Fame. Guests embraced the outback heritage and capped off their time with a long lunch of local produce. A trip to the region is not complete without visiting the Wellshot Hotel in Ilfracombe—a popular pub with lots of Australian character and a whip-cracking show. As the sun began to set, guests headed back to the Qantas Museum for canapés and cocktails served under the wings, followed by a two-course dinner inside the museum. The evening wrapped up with the Luminescent Longreach Light and Sound Show, where the story of Qantas was projected across the aircraft.
After the day in Longreach, it was back on the private charter to Brisbane for a night at The Star Grand Brisbane. Newly opened and littered with five-star perks, this perfect wind-down offered panoramic views of the Brisbane River and South Bank. Guests returned with full camera rolls and a new appreciation for the Australian outback.
Events bring people, profile and purpose to our communities. Supporting local jobs, showcasing our distinct landscapes and culture, and driving vital tourism spend. We invite events and guests from across the country to experience our legendary stories of bush-life and culture, spectacular natural attractions and authentic Outback hospitality.
- Denise Brown, CEO, Outback Queensland Tourism.
Local connections
When it comes to pulling off a truly unforgettable experience in the Australian outback, it's all about who you know. And that’s where FCM Meetings & Events stepped up, tapping into people on the ground.
Tony and his team worked closely with FCM Meetings & Events to facilitate behind-the-scenes access, private tours, and experiences the guests wouldn't find online. The event team also worked with AVMIN to charter a private plane and they connected with Will & Bear, who helped surprise attendees with 115 stylish hats for the trip, setting the scene and helping them feel right at home in outback Queensland.
It was both a pleasure and an honour to be part of the Outback Soirée, working alongside the FCM team—particularly Jesse as lead—and his incredible crew. The level of professionalism and attention to detail in the pre-planning phase was outstanding and made the event run seamlessly on the day. It was a true testament to Jesse’s exceptional event management skills.
My team and I were proud to welcome the guests and provide an itinerary that allowed them to truly experience the best of what Longreach has to offer. From start to finish, the event showcased the power of collaboration and thoughtful planning.
- Tony Cullen, Chief Executive Officer, Qantas Founders Museum.
Outcomes
- Stronger connections between luxury travel leaders and business owners.
- A fresh take on ‘luxury’ proving that authentic can play in the same field as opulent.
- An outback experience that attendees are still talking (and posting) about.
- Positive impact on the local economy through supplier collaboration.
Collaborating on the LTC Outback Soirée was an opportunity to showcase the unique brand of luxury that lives in Australia’s outback — a destination that’s not only visually striking, but deeply authentic, meaningful, and stays with you long after you’ve left.
At LTC, we’re proud to champion a new era of luxury, where immersive, bold experiences and thoughtful innovation take centre stage. This wasn’t about recreating traditional luxury; it was about celebrating the luxury that lies in the uniqueness of the experience itself. Together with our partners and FCM Meetings & Events we brought to life a bespoke event that honoured the travel legacy of the region while redefining what it means to journey in style.
- Lisa Wright, Head of Events, Luxury Travel Collection.
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