Salter Brothers Hospitality (SBH), Australia's leading operator of luxury retreat hotels, is prioritising the MICE sector by launching a dedicated national offering that promises tailored program design, elevated experiences, and more flexibility.

The spotlight on MICE is the first major strategic focus for the group's Worlds Apart evolution, following its unveiling in December 2025 to unify SBH's national portfolio. This included the launch of a new portfolio-wide booking platform to simplify the planning and booking process for luxury travelers.

Salter Brothers Hospitality Chief Executive Officer, Tash Tobias said the decision to prioritise the MICE sector was driven by a clear shift in demand from corporate groups and event planners.

“The MICE sector has fundamentally shifted in recent years – corporate expectations have continued to rise, and flexibility and adaptability have become critical. We've seen the industry's traditional structure of fixed, off-the-shelf event programs really struggle to meet the needs of businesses and brands today,” Tobias said.

“Our portfolio naturally lends itself to a far more flexible and tailored approach to events, so we're excited to deliver a program that can work in partnership with clients to create experiences that genuinely reflect their people, objectives and culture.”

Worlds Apart for MICE will provide access to the group's 19 properties and 29 restaurants, enabling flexible, multi-property program design aimed at allowing groups to move between a variety of accommodation, conferencing, dining and experiential settings within a single itinerary. The program offers more flexible formats across event structure, style and experiences to create a bespoke option for any occasion.

The program will also offer more elevated experiences to enable groups to properly immerse themselves in the local regions and create unique moments for their guests to experience.

“Part of the unique opportunity of Worlds Apart is the freedom for groups to leverage the sheer variety of all our properties. Whether it's a retreat experience in the crisp hinterland air, coastal relaxation or indulgent group dining with produce sourced in some of the best regions in Australia, we want to design events and experiences that lean on each property's uniqueness to create genuine engagement. It's that engagement that's critical for success in today's market.”

The new MICE program launches with an opening offer for corporates and groups of any size – offering bonus value to be redeemed on experiences such as room upgrades, a welcome breakfast or a cocktail hour. The additional experience is customisable and valid for events booked before August 31st 2026, for events held before June 30th 2027.

The announcement marks the first major strategic rollout for Worlds Apart, with further guest enhancements and a new loyalty program set to be unveiled throughout 2026.

For more information:

MICE Offer: worldsapart.club/events/meetings

Worlds Apart: worldsapart.club

Salter Brothers Hospitality: www.salterbrothershospitality.com.

Images: here

For more information, contact Caley O'Neill at caley.oneill@salterbrothershospitality.com or 0407 291 195.