Gen Z Travel Drives 100+ Luxury Hotel Access via New Partnership
Hotels across Australia and Asia Pacific are increasing efforts to engage younger travellers following a new partnership between Pretty Privilege and URBANE.ex, which provides access to more than 100 luxury stays across the region.
The collaboration introduces a structured network of hotel partnerships designed to connect experience-driven travellers with curated accommodation, travel packages and lifestyle experiences. Participating properties include hotels within the TFE Hotels portfolio, such as The Calile, The Eve, Quincy Hotel Melbourne, The Savoy Hotel on Little Collins and Vibe Hotels. In addition, global operators, including Pullman, are included, starting with Melbourne-based hotels and resorts.
The agreement comes as hospitality groups adjust strategies to respond to the growing influence of Gen Z travel demand. While traditional loyalty programmes remain widely used, operators are exploring alternative approaches that prioritise access, cultural relevance and experience-led offerings.
Loughlan Dalton De Burgh, Co-Founder and CEO of Pretty Privilege, said:
“Younger travellers aren’t chasing points or status tiers anymore, they’re chasing experiences, culture and access. Pretty Privilege was built on that shift; our members want the places that feel exciting, social and culturally relevant, not just another hotel room.”
He added:
“URBANE.ex is an outstanding brand in the travel and experience space, and partnering with them allows us to scale those experiences internationally and work with hotels that are thinking the same way we are about the future of travel.”
He further stated:
“Together, we’ve now launched a pipeline of exclusive hotel partnerships, premium travel and curated lifestyle packages, experiential events, campaigns, and luxury brand collabs and activations designed to meet the growing demand for experience-led travel and culturally connected hospitality.”
Industry Response Accelerates Across Hospitality Sector
The partnership reflects a broader movement within the hospitality sector, where hotels are seeking new distribution channels to reach younger audiences. According to URBANE.ex, demand from hotel groups to collaborate with Pretty Privilege has increased as brands look to engage Gen Z travellers in more authentic ways.
Samuel Wong, Founder, Creative Director and Group CEO of URBANE.ex Group said:
“The hospitality industry is increasingly looking for new ways to reach younger travellers, and Pretty Privilege has become one of the most compelling platforms emerging globally for them to do so.”
He continued:
“Across our network, we’re seeing enormous demand from hotels wanting to work with Pretty Privilege. They’ve tapped into something the hospitality industry has been struggling to crack: how to genuinely connect with Gen Z travellers without it feeling forced or transactional.”
He added:
“Pretty Privilege understands modern travel culture in a way most brands don’t. It’s not just about a room or a loyalty program anymore, but access, social currency, experiences and community, and for hotels, that’s incredibly powerful.”
URBANE.ex will leverage its network across travel, hospitality, media and events to expand partnerships across Australia, Southeast Asia and emerging international markets. Meanwhile, the first wave of collaborations and initiatives is scheduled to roll out throughout 2026 across key destinations.
