Luxury Escapes CEO Reveals How Travel Deals Defy 'Too Good to Be True' Myth
For years, Luxury Escapes faced a persistent challenge: customers often dismissed its all-inclusive hotel and resort packages as too good to be true. CEO and co-founder Adam Schwab acknowledged this scepticism, noting that offers with 30-40 per cent discounts compared to competitors naturally raised eyebrows. However, through relentless social proof and word-of-mouth endorsements from satisfied travellers, the company gradually shifted perceptions.
Scaling Happiness Through Media and Volume
In a recent conversation with actor Cameron Daddo at the TravMedia Summit 2026 in Sydney, Schwab likened Luxury Escapes to retail giants like Costco and Walmart. By leveraging scale and volume, the company passes on incredible value to customers. The thing that we’re super lucky about is travel, effectively you’re selling happiness, he said. Ironically, traditional media played a crucial role in this growth. People sort of thought newspapers were dead; well, our business is kind of testament to the fact that they aren’t dead, Schwab remarked, highlighting full-page ads in weekend papers that promote deals from Bali to the Maldives.
While active on Meta, TikTok, and Instagram with 2.5 million followers, Schwab emphasised trust in old-school media. People trust travel writers. They trust travel writers for a reason. Whoever thinks AI is going to kill content is completely wrong. This approach has helped Luxury Escapes thrive in both booming and tough economic times, appealing to a core market of newspaper-reading, 60-plus Australians with disposable income.
Expanding Offerings and Retail Presence
Luxury Escapes now offers a diverse range of experiences, including cruises, deluxe safaris, train journeys, and celebrity-led tours. Bali remains the most popular destination, with top sellers like Grand Hyatt Nusa Dua and Double-Six Seminyak. The company is also innovating with new routes, such as Australia’s first direct flight from Melbourne to the Maldives launching in May, and charter tours to Europe.
From initial industry resistance in 2013, Luxury Escapes has evolved to partner with travel agents and open bricks-and-mortar retail stores. Locations in Chadstone, Victoria, and Bondi, NSW, feature in-house bars and barista services, modelled after Apple Stores. We really tried to set out to create the Apple Store of travel, Schwab said, noting the Chadstone store nears $100 million in sales. These stores serve as both retail hubs and marketing tools, with high foot traffic boosting brand visibility.
Future Initiatives and Loyalty Programs
Looking ahead, Luxury Escapes will launch a credit card this year, touted as the most generous or equally most generous points-earning card in Australia. This complements existing free Societe and paid Luxe Plus loyalty programs. Schwab’s vision centres on making luxury travel accessible, celebrating stories like, I’ve never travelled overseas before; because of Luxury Escapes, I can afford it. With a focus on value and trust, the company continues to redefine travel experiences for Australians, who travel further globally than any other nation.
