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US-owned firm buys Aussie Luxperience trade show

October 5, 2017 Headline News No Comments Email Email

Luxperience founder Helen Logas has sold the renowned luxury travel trade forum to US-owned company Diversified Communications Australia for an undisclosed sum.

The deal went through yesterday. Logas spent six years guiding Luxperience to overwhelming success, with luxury travel operators, buyers and suppliers flying in from around the world to attend the show, and others including it on their calendars when in the region.

Building a multi-million dollar business is not new to Logas. In 1994, she established Travelcorp Australia with one office and then sold it 17 years later as an award-winning national agency group to CTM.

A true travel industry influencer and innovator, Logas spied a niche in the marketplace in 2012. She created Luxperience with the aim of raising the profile of some of the world’s unique travel experiences and products and connecting these to elite travel buyers and corporate meeting organisers from around the globe.

Helen Logas

“I’m quite emotional about selling Luxperience as it has been a major part of my life for the past six years,” Logas said yesterday.

“I’m so proud of my team’s efforts in establishing it as a must-attend event in the calendars of the global visionaries of the travel industry. I know I am handing the baton on to a worthy company in Diversified Communications.”

‘‘We are very pleased to announce the acquisition of Luxperience,” stated David Longman, general manager Diversified Communications Australia.

“Helen and her team have done excellent work to develop a strong brand and successful event since its launch.

The tourism industry is an exciting and vibrant one in Australia and is estimated to contribute AUD 47.5 billion to the nation’s economy annually. The luxury end of the travel market in Australia is expected to grow sharply over the next ten years.

“As a premium event Luxperience – which features an invitation only hosted buyer model, awards and networking opportunities – is in a great position to understand and service the needs of this growing community,” Longman said.


“It’s an industry we’re excited to be part of. Since the launch of Luxperience in 2012, the events have been built on similar principles to Diversified where inspiring meaningful connections are at the heart of what the event is all about. We are excited to be able to work with the team and continue the good work, delivering a world-class event for the luxury and experiential travel sector.”

Most of the current Luxperience team will move to Diversified’s offices in Sydney’s Kent Street.

Retaining the experience, industry knowledge and relationships that the team have built up would place Diversified Communications in the best possible position to continue to deliver Luxperience for the industry, further building on the success “of this unique and fantastic event”, Longman said.

Diversified’s website lists a host of trade shows coming up next year, ranging from the Australasian Oil & Gas Exhibition & Conference in Perth in March, the Total Facilities Expo in Melbourne in April and the Naturally Good (natural, organic and healthy products) expo in Sydney.

Edited by Peter Needham

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