Lux Escapes retail outlet

LUXURY Escapes has entered the bricks-and-mortar travel retail space for the first time, opening a new concept store in Melbourne’s CBD, which if successful, will likely be rolled out more broadly.

Co-founder of the online travel business Adam Schwab and gm Blake Hutchison unveiled Luxury Escapes’ take on the evolution of the retail travel store to vendors and VIP customers last night, ahead of this morning’s opening.

Dubbed ‘ The Lounge’, the outlet is based on a First class airport lounge experience which includes coffee or sparkling wine, gourmet snacks, on-site masseuse, plenty of comfortable seating and an on- demand BMW transfer service.

The store is in part stencilled on the Apple Store, with “travel concierge” staff floating around the store with iPads rather than working from fixed locations.

“Customers can come in & have a coffee or a champagne. It is a completely different environment to the traditional travel agency,” Schwab explained to Travel Daily.

“The look & feel is what will set us apart. It’s much more relaxed.

“There’s no pressure to buy. People can come down, browse, have a look around, try on a VR [virtual reality] headset to sample a destination, then one of our consultants will call them back in a week. It’s all about engaging with our clients,” Schwab said.

Initially slated for an eight-week trial period to gauge consumer feedback, Hutchison told TD The Lounge concept was already under consideration for expansion in Melbourne and interstate, possibly to Sydney and Brisbane.

“The reality is, should it prove to be successful we’re highly likely to continue it. For us, it’s about providing a face to the brand.”

Doors on The Lounge, located at 261 Little Collins St, opened today with a line-up of over 200 customers