What does it take to turn a bold idea—born in a storage room—into a billion-dollar global travel brand? At EO Melbourne’s latest signature event, Scaling to a Billion: The Luxury Escapes Story, the spotlight was on Adam Schwab, the Co-Founder and CEO behind one of Australia’s most remarkable startup journeys.
Adam’s path to entrepreneurship didn’t follow the usual script. A corporate lawyer by training, he specialised in mergers and acquisitions at one of Australia’s top firms before making the leap into business. In 2010, alongside school friend Jeremy Same, Adam co-founded what would eventually become Luxury Escapes—despite having no background in the travel industry. Their beginnings were humble: a cramped storage room, limited resources, and a belief that there was a better way to connect travellers with luxury experiences.
That belief laid the groundwork for what would become one of the fastest-growing travel companies in the world. By disrupting the traditional online travel agency model, Luxury Escapes introduced a new way of doing business—focusing on curated, value-packed travel deals rather than a vast inventory of listings. The company quickly gained traction, striking a chord with aspirational travellers looking for quality, convenience, and exclusivity.
Adam shared the pivotal moments that shaped their growth: the early failures, the strategic pivots, and the decision to prioritise the customer experience above all else. From ditching the group-buying approach to investing heavily in technology and branding, each decision reflected a mindset focused on long-term value rather than short-term wins. He also highlighted the challenge—and opportunity—of taking on global giants in the travel space. Rather than competing on scale alone, Luxury Escapes carved out its competitive edge through supplier partnerships, a strong content and marketing strategy, and a relentless focus on quality.
Despite the rapid growth and international expansion, Adam stressed the importance of remaining anchored to the company’s original values. Staying agile, listening to customers, and maintaining a startup mentality have helped Luxury Escapes scale without losing what made it special in the first place.
Adam’s entrepreneurial journey is a powerful reminder that success often begins where comfort ends. From a legal career to building a billion-dollar brand, his story speaks to the value of trusting your instincts, embracing uncertainty, and thinking differently.
There’s a lot to learn from the experiences of those who’ve built something from the ground up—and Adam Schwab’s journey offers lessons in resilience, reinvention, and the power of bold thinking.