Federal Hotels & Resorts

Have You Ever Seen The Silence?

Creating a luxury Tourism brand from scratch


Pure Tasmania is the brand behind a suite of luxury hotels and resorts located in some of the most iconic locations in Tasmania. The properties are owned by Federal Hotels and Resorts, Australia's oldest hotel consortium and the largest tourism operator in Tasmania. Federal were looking to develop a website to encompass the new Pure Tasmania brand and entice the high end of the tourism market, both domestically and internationally. 


The brand is all about luxury tourism, so the site had to be elegant, inviting and make life easy for the well-heeled holiday planner. Users are led through the site in a manner which reflects their natural planning process. First they browse destinations, then tours and attractions, and finally the range of accommodation options that are Pure Tasmania.

A key innovation of the site is the Holiday Planner, or Global Booking Process. It allows users to store the details of their preferred tours and accommodation options in one location. From here they can check real-time rates and availability and make bookings across their entire itinerary. 


Pure Tasmania instantly became the definitive guide to touring the premium destinations of the state. The real-time, multi-tour holiday planner is something of a holy grail in the online travel industry and at launch this tool was the first of its kind.
Online bookings currently exceed $250,000 a quarter, with over 15% conversion rate once a user has committed a product to their cart. This result surpassed all forecasts.
Travel Weekly Magellan Awards
Online travel Services - Overall - Booking Interface
Best Business & E-commerse