Two of the most coveted brands in luxury, experiential hospitality are joining forces under a new, singular banner.
Beckons, a new experiential luxury hospitality brand, officially launched today, uniting the award-winning Baillie Lodges and Tierra Hotels portfolios under one collection. Baillie Lodges took a majority stake in Tierra in 2022. Debuting with nine lodges across Australia, New Zealand, Chile and Canada, the brand is built around journeys of discovery for curious travelers seeking deeper connection to place, culture and the natural world.
The brand name itself is intentional.
“The Beckons name is like the sentiment around it, an invitation or a calling to truly discover these incredible destinations,” Courtney Reagan, chief commercial officer at Beckons, said in an interview with Luxury Travel Advisor ahead of the brand launch.
Reagan, who joined the company earlier this year following stints at Abercrombie & Kent and Explora, said the opportunity to build something at this scale in the luxury experiential space was too compelling to pass up.
“There was nobody currently in the industry that was capitalizing on the opportunity to truly build a luxury experiential platform at scale that is focused on this very specific traveler that is looking for adventure, cultural immersion, wellness, but also underpinned by an extraordinary level of luxury,” she said.
The Beckons portfolio includes Southern Ocean Lodge, Longitude 131°, Silky Oaks Lodge, Capella Lodge and The Louise in Australia; Huka Lodge in New Zealand; Tierra Patagonia and Tierra Atacama in Chile; and Clayoquot Wilderness Lodge in British Columbia, Canada.
(Beckons)
At the helm is newly appointed CEO Michael Crawford, who brings 25 years at Four Seasons and a tenure at The Walt Disney Company to the role.
“Our portfolio is a platform for travelers to experience the world more deeply through genuine cultural exchange,” Crawford said in a statement. “We believe meaningful travel should enrich everyone it touches: our guests, our teams, and the places that welcome us.”
While both Baillie Lodges and Tierra Hotels will retire as master brands, individual property names will be preserved — a deliberate decision to protect the equity each has built. The two Tierra properties in Chile, Tierra Patagonia and Tierra Atacama, will retain their names as well. Beckons will function as the unifying collection name across the portfolio.
(Beckons)
The brand launches with significant momentum behind it. Over the past several years, Beckons has invested approximately $100 million across its portfolio, including the renovation of Huka Lodge and Tierra Atacama, both of which reopened in early 2025, and the 2023 rebirth of Southern Ocean Lodge following the devastating 2019 bushfires on Kangaroo Island. Southern Ocean Lodge was recently honored on the extended World’s 50 Best Hotels 2025 list.
Expansion is already underway. New state-of-the-art wellness facilities are slated for Silky Oaks Lodge and The Louise in Australia, and new premium suites are being added at Tierra Patagonia.
With an average of just 25 keys per property, Reagan emphasized that intimate scale is central to what Beckons can deliver and what differentiates it from larger luxury players.
“Our ability to deliver on that really personalized level is unique because we’re really focused on these opportunities at the 25 rooms or less,” she said.
That small-scale, high-touch model also positions the brand well amid surging traveler interest in wellness. Reagan sees the timing as fortuitous.
“We’re on the tailwinds of some really good things here, going into a brand that is wholly focused on not only just physical wellness, but mental wellness and well being as well,” she said, noting the brand’s ability to meet guests at their individual level, whether that’s a rigorous hike in Patagonia or an afternoon in the spa.
Geographic expansion is also on the horizon, with Reagan citing Africa, additional Canada assets and further Asia-Pacific properties as priorities.
“I would expect you to see us in a couple of new continents, definitely by the end of the year,” she said.
Travel advisors remain a cornerstone of the brand’s distribution strategy — currently accounting for more than half of all bookings. Reagan said that channel will only grow in importance.
“These moments in time, especially younger people, who may recognize that there is an opportunity to have someone guide them through the process, I truly think that there is an opportunity there,” she said.
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