Turn Your Tour into a Premium Experience
- In Just 4 Hours

This short, powerful course shows you how to reposition your experience for the luxury market.

ENROL NOW - OCTOBER SPECIAL JUST $45

Self-paced. Actionable. Designed for busy tour operators.

Why target the luxury market?

Because there’s a new breed of high-net-worth travellers that don’t just want to see a place — they want to feel it, deeply. And they’re willing to pay for it. The luxury market is resilient, values quality over quantity, and spends up to four times more per guest. These travellers are seeking rare, meaningful, personalised experiences — and they’re under-served in many regions. By refining what you already offer, you can unlock higher margins, build valuable global trade partnerships, and future-proof your business against mass tourism pressures.

You Know Your Experience is Special. Now Let’s Make It Premium.

This self-paced, online course is for tour operators offering mainstream or group tours who want to evolve their product for the luxury market – without starting from scratch.

Whether you operate remote walking tours, whale-watching tours, art tours or safaris, this course will set you well on the way to creating a tourism product that the luxury market will love. 

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'Don't be fooled by the term luxury. This course is not about opulent, designer-brand luxury, but instead focuses on delivering meaningful and enriching experiences with little luxury touches.'

Learn to design tourism products sought by the world's most influential luxury travel agent networks

Pure Life Experiences
Virtuoso
ENROL NOW - OCTOBER SPECIAL JUST $45

★★★★★

“It was thoroughly thought provoking in a really inspiring way. From gaining insight into how a foreign customer might perceive my tour, to how to tell an intriguing story, this course covers everything you need to take the ordinary and make it extraordinary!

★★★★★

“Thank you. I always thought ‘luxury’ meant gold taps and white gloves—this but you showed me it’s about storytelling, sensory moments, and attention to detail. I’ve now restructured my wine and truffle tour and added a few premium touches that cost little but elevated the whole feel.”

★★★★★

“This course gave me the confidence to reposition my wildlife tours for the luxury market—without compromising our sustainability values. As a regional operator, I always thought we were too ‘low key’ to attract luxury clients. This course completely changed my perspective.”

F.A.Q.

Why should I invest time and effort into developing luxury tourism products?

Because the luxury travel market is growing faster—and spending more—than any other segment.

In 2025, high-net-worth travellers are prioritising privacy, exclusivity, and authentic local experiences, making well-designed premium products more valuable than ever. According to Skift Research, luxury travel is projected to grow at 7.9% annually, outpacing mainstream tourism. Despite luxury travellers accounting for just 8% of global travel volume, they contribute nearly 20% of total tourism spend.

How long will the course take?

There’s about 80 minutes of video material, but expect it to take four to eight hours to get through the workbook if you do all the tasks.

You can do it at your own pace. And I think you’ll find most of it fun so it won’t feel like too much of a chore.

How much does the course costs?

The course usually costs AU$229 for a single login. Enrol in October 2025 for just $45! 

For destinations, councils and other tourism organisations who wish to the build capacity of tour operators in your region, you can buy ten logins for AU$1,390 (AU$139 per login). Contact hello@premiumexperiences.com.au to arrange. 

What's included in the price?

You’ll get online access to the course content which consists of:

  • Easy to follow modules with videos, reading and inspirational clips
  • A 50-page downloadable workbook that leads you step-by-step through the premium experience development process
  • Two-year access to the course with the ability to re-watch
  • A digital “Certified Premium Experience Designer’ badge to display on your website
  • A digital certificate of completion
  • BONUS modules – Getting your product to market & Service Basics
  • BONUS – List of the best DMCs in the world
  • BONUS – A selection of sample Premium Standard Operating Procedure (SOPs) templates to use as a basis to form your own
  • BONUS – Nett rate template for distribution to DMCs

Do I need to already have a tour?

Yes and no. This course has been designed for people that already have tours and understand the way the tourism industry works. BUT, if you are just starting out, you can use this course to get your creative juices flowing.  

I've already done a tourism product development course. How is this different?

Our program is different to other tourism business development programs in that we focus only on the development of premium / luxury product. We look at details that are often not even considered in normal courses.

What's the difference between luxury and premium?

Luxury can mean different things to different people depending on their background, values and taste. For example, for some people, luxury could be the traditional sense of the word (like luxury cars, diamond jewellery or private jets). However when it comes to luxury homes, you can imagine how people’s taste would really affect their definition of luxury – do you prefer modern or traditional? Sleek or ornate? And for some people, luxury might simply be having a beach all to themselves or not having to answer a work phone call for an entire day.

Using the word ‘premium’ indicates that it’s exceptional or the best there is, regardless of an individual’s definition of luxury.

In this course, we use both ‘luxury’ and ‘premium’. 

What's a DMC?

A DMC (Destination Management Company) is a local expert that works with international travel agents and luxury wholesalers to design and deliver high-end experiences in their region.

Even if you currently only deal with direct clients or sell via OTAs, partnering with a DMC can help you reach affluent overseas travellers you’d never access on your own. They act as your in-market sales partner—connecting your product with luxury agents, handling logistics, and ensuring it fits premium expectations. It’s a smart way to scale without doing all the selling yourself.

DMCs are also known as ITOs (Inbound Tour Operators) or On-Sites, depending on what part of the globe you are in.

LET'S GO! >