The travel brand’s first in-person event marked a hugely successful weekend in Melbourne, featuring more than 80 partner booths, six major experiential activations and a full program of stage talks, masterclasses and prize giveaways across two days.
Luxury Escapes brought its travel business off the screen and into Melbourne’s Royal Exhibition Building over the weekend, drawing over 13,000 attendees across Saturday 16 and Sunday 17 May. It was the brand’s first live event, designed and delivered end-to-end by Seeker Agency.
Seeker Agency was appointed by Luxury Escapes in August 2025 following a competitive pitch, building the event from creative direction through to on-site execution. Working with the Luxury Escapes team, Seeker Agency designed and built the LE Société Lounge presented by Cathay Pacific, a Platinum-member space serving complimentary bubbles and canapés throughout the day, alongside experiential zones for PassportCard, Wine Selectors, Hong Kong Tourism Board, Maldives and Lavazza.
Across the two days, more than 80 partner booths showcased destinations, cruises, hotels and experiences, supported by 35+ in-person booking booths staffed by Luxury Escapes travel experts. The main stage, presented by Mastercard and hosted by Sarah Davidson, Miguel Maestre and Jacquie Felgate, ran more than 50 prize giveaways across the weekend, headlined by a trip for two to the 2027 Monaco Grand Prix from Hunter Moss, valued at over $20,000. From a curated tote goodie bag on arrival to complimentary massages and free Wine Selectors masterclasses, the brand’s ‘more’ promise was activated in physical form throughout the venue.
Brad Hampel, Founder & CEO of Seeker Agency, said: “Luxury Escapes asked us to rethink the traditional travel expo: how do you take a digital-first platform and turn it into somewhere people want to spend their Saturday. The whole design was built around extending dwell time and making guests feel like they had walked straight through the Luxury Escapes screen into a living, breathing world of travel. To see 12,329 people come through the doors across the weekend tells us Australians want tangible, in-person travel experiences. We’re proud of what the team delivered for Luxury Escapes.”
