When Dubai’s Burj al Arab opened in December, 1999, it was claimed to be the only seven star hotel in the world. The Jumeirah group which manages the ‘Burj’ quickly rejected the claim made by a star-struck UK journalist. Despite the slap down, it took on a life of its own. In the process, it undermined the star rating system introduced by Mobil in 1958. (That’s a story in itself – see A Brief History of Stars).
In truth, it’s an arbitrary system. It has no legal force, but it’s the best the industry has and it can be a reasonably effective guide for travellers. Where it fails is in its inconsistency. There are many examples of hotels that self-declare as five stars, but are arguably no more than four compared to their better resourced cousins.
The leveller came in the form of consumer-driven websites like Tripadvisor (launched in 2000) and Yelp (launched in 2004). They allow travellers an opportunity to not only write about their experiences but to post photographs as well. This is the court of public opinion and the tourism industry is now in the dock and exposed. Their arrival has been a godsend for citizen-journalism. Anyone with access to a pen or a pixel can cut through the hype with a power that scares the tourism industry witless.
I have stayed at many hotels and resorts around the world and I have a pretty good idea of what is a worthy hotel, no matter how many stars it claims to have. I also know that greatness can reside in places that travellers don’t tend to look. Lon Retreat and Spa on Victoria’s Bellarine Peninsula is a case in point.
It’s not perfect, but it’s close. With only seven suites it’s unlikely to challenge larger hotels, which are in short supply in the region. Its genius lies in the planning. Not only have Claire and Rob Gemes demonstrated a flair for giving what people want, they know what their in-house and spa guests need.
It all started with the lawnmower.
Think back to a typical Sunday morning and the annoying sound of a mechanical beast cutting into a neighbour’s grass and your desperately-needed sleep. Your sleep-in might be hard won but it’s free. That’s unlikely to be the case with a hotel booking or a spa appointment. So yes, you’d be understandably pissed if your beautifully-curated stay didn’t shield you from the realities of suburbia.
Claire and Rob understood this well. They invested in three robotic Husqvarna mowers. Looking like they’d be at home in a Harry Potter movie, these silent clippers criss-cross the property keeping the lawns immaculately trimmed. And no-one is the wiser as they’re effectively soundless.
It’s not hard to imagine that the care that went into identifying a need and satisfying it didn’t stop at the lawn’s edge. In so many other ways Lon is emblematic of what has become a misunderstood segment in accommodation.
The word ‘bespoke’ is bandied around as an identifier of luxury in accommodation, but it draws inspiration from the fashion industry.
It not only evokes high quality, tailor-made products but, critically, personalisation. Only small, boutique hotels like Lon are capable of doing that.
Trying to deliver that level of customisation would be impossible with large properties. They find the middle ground in their chosen segment, and like the mating dance of the Bird of Paradise, attract people with discounts, value-added inducements, and anything else that scream ‘me! me! me!’
Not every small boutique property gets it right. Lon does.
Tribute to local arts community Work on Lon began in 2017, although the 80 hectare property had been in Claire Gemes’ family for seven generations. Originally the family home, it has been lovingly reimagined for paying guests without straying too far from the concept of a home. “My forebears came here in the second half of the 1800s,” says Claire. “Living and working on the land has always been challenging. In order to keep it in the family, we needed to find a way to keep it sustainable. “Tourism has been a growing part of the local economy and Rob and I saw its potential for our family. There is a division of labour if you like. My parents run the farm and Rob and I lease the house. “Driving our ethos is beautiful simplicity,” she says. “It was important for us to stay true along the journey. We wanted to reflect not only the elements that make the Bellarine Peninsula such a welcoming place, but to reflect Australia’s unique interior style.” That ‘style’ is represented in the abundance of stone, timber and concrete, lovingly paired with the interpretive vision of local artists and artisans. While each of the seven guest rooms is unique, the commonality between them is a feeling that “the room is giving you a hug.”
Photography by Nikole Ramsay
Head in the clouds
Set on a hill with sweeping views of the Tasman Sea, the sky provides a stunning backdrop to the resort. Clouds rarely stand still, in contrast to the resort which prides itself as the perfect place to slow down and unwind. I’d go as far as describing Lon as a hyperactive-free zone.
Clouds are often used as metaphors for super comfortable beds and gentle on the bum toilet paper. Lon has codified them by naming each of its seven suites in their honour: Alto, Arcus, Cirrus, Cumulus, Nimbus, Pileus and Stratus. (Arcus is an accessible suite).
The sense of wellness is also expressed through the resort’s day spa. It has the advantage of being fed by natural mineral springs that are sourced on the farm. Space permitting, non-resident guests are welcome to indulge in one of the packages on offer. Details can be found at lonretreat.com.au/spa
While Lon is an island of calm, it is by no means an isolated outpost. In easy walking and driving distance is a back beach, the Point Lonsdale lighthouse, rock pools and bush walks. Close by is The Rip, (also known as The Heads), a narrow and dangerous stretch of water that connects Port Phillip Bay to Bass Strait. It has claimed many ships and lives over the years. Technology has made passage safer, but the history of death, injury and disappointment are indelible stains reflected in local folklore.
The Bellarine Peninsula has developed to become one of Victoria’s best and increasingly popular food and wine destinations. It has arguably more award-winning restaurants and wineries than any other region in Victoria.
Lon Retreat is the love child of Claire and Rob Gemes. They had a vision, which took time to nurture before they were able to realise their dream for the visiting public. Sharing that dream has been a pleasure.
Lon Retreat:
The Facts
Located at Point Lonsdale on the Bellarine Peninsula, Lon Retreat & Spa is a 100 kilometre drive from Melbourne’s CBD (around 90 minutes).
Details: Room rates start from $490 (a 2 night minimum stay applies for weekends) and includes a farm sourced breakfast tray for the first morning. Expect to receive a bountiful selection that might include Lon Muesli, Schultz Organic Milk, homemade fruit compote, crumpets and pastries served with Lon Honey or Jam and Lard Ass cultured butter.
Visit or call: lonretreat.com.au / (03) 5258 2990 Address: 25 Gill Road, Point Lonsdale 3225
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