Running a luxury lodge is not an easy business. An eye for detail is essential, as are deep pockets: Qualia cost $110 million to build. So the lodge's 10th anniversary this year is cause for celebration, and not just for the Oatley family that owns it. When Qualia launched in 2007, it kicked off a boom in Australia's luxury lodge industry. Southern Ocean Lodge on Kangaroo Island opened in 2008, followed by Wolgan Valley in NSW's Blue Mountains in 2009 and Tasmania's Saffire Freycinet in 2010.
Only the well-heeled will ever get to experience these exclusive properties, where rates start at more than $1000 a night. However, their importance to the tourism industry as a whole should not be underestimated, says Tourism Australia chief executive John O'Sullivan.
"Our luxury lodges have really helped us reboot Australia [as a destination]," O'Sullivan says. "They have opened up a whole new channel for us as we have moved towards pitching ourselves as more of a high end and high yield destination.
"The lodges might be small and boutique in terms of capacity, but they are huge when it comes to destination talkability."
More than just indulgent retreats, Australia's luxury lodges are showcases for our unique landscapes, from the red deserts around Uluru to the rugged coast of Kangaroo Island. It is that which sets a lodge apart from a resort, according to Penny Rafferty, executive officer at Luxury Lodges of Australia.