Introducing Beckons: a new luxury hospitality brand is launched | News
Today marks the official debut of Beckons, a new experiential luxury hospitality brand that unites the award-winning portfolios of Baillie Lodges and Tierra Hotels. Beckons is built around journeys of discovery for curious travelers looking for a deeper connection with place, culture and the natural world. Through a growing collection of lodges in some of the world’s rarest and remarkable destinations, the brand is guided by a regenerative approach to luxury travel, one that goes beyond sustainability and creates a positive, lasting impact for landscapes, wildlife and the communities that call these places home. Cultivating a global footprint of lodges with an average of just 25 suites offering a truly personalized guest experience, Beckons is launching with nine locations on four continents and a commitment to growth in the coming months.
Beckons’ brand evolution brings together two of the world’s leading experiential luxury travel companies, each with more than 20 years of experience and known for delivering a unique brand of hospitality where life-changing adventures are combined with luxury accommodation. Founded in Australia, Baillie Lodges offers guests access to destinations of unique natural and cultural significance, many of which are World Heritage Sites. In Chile, Tierra Hotels is an intimate collection of lodges located in the country’s most remote and varied wilderness environments, distinguished by their striking architectural design shaped by the landscape.
Beckons transcends traditional hospitality and offers a gateway to rare cultures and unforgettable experiences. Recently at the helm is Beckons Chief Executive Officer Michael Crawford, a luxury industry veteran who combines his professional background at Four Seasons with the adventurous spirit of The Walt Disney Company.
“Our portfolio is a platform for travelers to experience the world more deeply through true cultural exchange,” said Michael Crawford. “We believe that meaningful travel should enrich everyone who touches it: our guests, our teams and the places that welcome us. Our people are at the heart of that hospitality philosophy, bringing a generosity of spirit and a shared commitment to emotional connection, regeneration and cultural continuity to every journey.”
As the luxury experiential tourism industry enters a new era – moving beyond traditional opulence to a more meaningful travel mindset – Beckons invites the many travelers who are no longer waiting for “someday” to book bucket list experiences. As CBRE notes in its Luxury Lodging Report 2025*, this growing demand for authentic cultural immersion and transformative experiences, combined with a sharp rise in the number of high-net-worth individuals and a rapidly emerging younger, aspirational demographic, has created a unique market opening. Beckons’ launch is strategically timed to align with reinvestments in the guest experience at each property, allowing the brand to lead this fast-growing cycle through memorable, tailor-made stays for each guest.
In recent years, Beckons has spent about $100 million expanding its portfolio. Notable milestones include the recent renovation and redesign of Huka Lodge and Tierra Atacama, both of which reopened to immediate acclaim in early 2025, as well as the rebirth of the flagship Southern Ocean Lodge in late 2023 following the 2019 bushfires on Kangaroo Island. The expansion will continue in 2026, with state-of-the-art wellness facilities at Australia’s Silky Oaks Lodge and The Louise, as well as new premium suites at Tierra Patagonia.
Going forward, Beckons will carefully add new lodges and experiences to its portfolio, expanding its global presence while ensuring that each new destination reinforces the sense of belonging, stewardship and connection that defines the brand. This approach enables Beckons to grow with ambition and discipline, without compromising the integrity of the places, people and journeys at its core.
AUSTRALIA & NEW ZEALAND
At Southern Ocean Lodge, recently honored on the comprehensive World’s 50 Best Hotels 2025 list, guests encounter an abundance of native flora and fauna from their luxurious base on Kangaroo Island, while in the heart of Australia’s outback, at a longitude of 131°, 16 tented pavilions each offer bedside views of Uluṟu and celebrate centuries-old living First Nations heritage. At Tropical North Queensland’s Silky Oaks Lodge in the Daintree Rainforest, 40 luxury treehouses nestle among the lush canopy above the Mossman River, which flows into the Great Barrier Reef. Through the vineyard-covered hills of South Australia, The Louise takes guests on a backstage pass to the Barossa Valley. On World Heritage-listed Lord Howe Island, the intimate nine-suite Capella Lodge redefines ‘barefoot luxury’. In New Zealand, guests will discover the ‘grande dame’ of luxury accommodation at the historic Huka Lodge in Taupō, also named to the comprehensive World’s Best Hotels 2025 list. Southern Ocean Lodge, Longitude 131˚, Silky Oaks Lodge and Capella Lodge each have two MICHELIN keys.
NORTH & SOUTH AMERICA
In Chile, Tierra Patagonia is hidden in plain sight on the edge of Torres del Paine National Park on the shores of Lake Sarmiento. In Northern Chile, Tierra Atacama invites the landscape, allowing guests to fully immerse themselves in the ethereal beauty of the Atacama Desert. Both Tierra Patagonia and Tierra Atacama made Travel + Leisure’s T+L 500 list of most loved places to stay in 2025. The seasonal Canadian safari-style accommodation at Clayoquot Wilderness Lodge (currently ranked #25 Best Resorts in the World by Condé Nast Traveler) on Vancouver Island places guests on the doorstep of pristine wilderness and epic adventures. Tierra Atacama has one MICHELIN Key and both Clayoquot Wilderness Lodge and Tierra Patagonia have three MICHELIN Keys.
For more information or to book, visit Beckons.com.
