Pier 12 Capital | Providing sophisticated investors with access to private market opportunities.

From an office above a Melbourne print shop to a Barangaroo skyscraper, Adam Schwab says Luxury Escapes' size has changed — but its challenger mindset hasn't.

A Travel Weekly profile of Luxury Escapes co-founder Adam Schwab explores why he continues to describe the business as a “challenger,” even as it grows into one of Australia’s largest travel companies. Schwab reflects on the company’s shift from disrupting smaller rivals to now setting its sights on Booking.com, driven by his ambition to build one of the top 10 travel businesses globally and Australia’s biggest leisure travel brand within the next decade.

Beyond the growth story, the profile digs into Schwab’s thinking on trust as the core currency of travel bookings, why physical stores still matter in a digital-first industry, and his cautious take on AI — useful for speeding up customer service, but not yet trusted by consumers for big-ticket travel decisions. It also captures his conviction that complacency, not competition, is the real risk to Luxury Escapes as it scales.

Read the full article here: PROFILE: Adam Schwab on why Luxury Escapes will always be a challenger