Holiday park operator Reflections Holidays has unveiled plans to tap into the upmarket glamping experience, introducing its own concept called Wilderluxe.
A premium addition of destination experiences, Wilderluxe will complement Reflections Holidays’ existing portfolio located on Crown reserves in prime coastal and inland areas of New South Wales.
Created to meet the growing demand of travellers seeking outdoor escapes that blend adventure and indulgence, Wilderluxe will introduce five new luxury retreats over the next two years.
The first Wilderluxe destination will open in April 2024 at Lake Keepit, located between Tamworth and Gunnedah in the heart of Big Sky Country, NSW. The project was supported with a NSW Government Regional Tourism Activation Fund grant of $2 million, announced in Q4 2024.
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Wilderluxe Lake Keepit has been designed as an intimate experience for guests, with a small footprint infrastructure. Eight luxuriously-appointed Star Tents and a private guest lounge are perched above the lake, cushioned by the surrounding countryside and the Great Dividing Range, offering a majestic panorama.
Each of the Star Tents are fully insulated for year-round comfort and designed with star-gazing roofs, opening onto private decks featuring an outdoor bathtub, allowing visitors to soak while marvelling at the canopy of stars overhead.
Secondary destinations to open over the coming two years include Lennox Head, Eden, Brunswick Heads and Lake Glenbawn – luring travellers to both coast and country pockets across regional NSW.
Each Wilderluxe destination has been chosen for its beauty and unique regional appeal. The design of each location is unique to its destination, to authentically harmonise with its surrounding environment. Guests will be enticed to disconnect from everyday life and reconnect with nature, all while enjoying the creature comforts set to become synonymous with the Wilderluxe brand.
Nick Baker, CEO of Reflections Holidays – former Chief Marketing Officer of Tourism Australia and Chief Executive Officer of Red Balloon – understands the value of unique experiences. Baker shared his excitement about this new venture:
“Wilderluxe represents a transformative step for Reflections Holidays as we respond to the evolving preferences of today’s travellers.”
“Wilderluxe combines the untamed beauty of NSW’s most extraordinary locations with an elevated level of sophistication and comfort for the discerning traveller. It’s an invitation to experience nature like never before.”
Peter Chapman, Chief Marketing Officer for Reflections and architect of the Wilderluxe brand, said, “We’re excited by the prospect of both domestic and international guests being moved by these breathtaking properties, each with its own individual character.
“Our core business has never been stronger, but we’ve identified a growing market seeking elevated, luxurious ways to experience Australia’s unique off-the-beaten-track bush to beach destinations.”
“Wilderluxe offers more than a getaway; it’s an opportunity to reconnect with the natural world in a way that is both inspiring and indulgent.
“At an industry level, we’re creating fresh, barefoot luxury experiences that we know are in high demand – all within an easy one-hour flight from Sydney.”
