Beverly Hills has a long storied past of glamour and opulence, often viewed as the playground of the rich and famous, attracting tourists with its iconic landmarks and glamorous history.
Now, the upscale destination is undergoing a transformation to lure in the next generation of travellers and continue its enduring legacy.
It comes at a good time for Australians, as there has been a significant flight service increase to LAX this year with the addition of Delta into both Brisbane and Melbourne, as well as increased frequency of the existing Sydney service.
This is complemented by Qantas’ aircraft upgrade to a 787 Dreamliner on the BNE-LAX route and American Airlines’ addition of a seasonal service from Brisbane for the first time.
“This has increased our Australia to LAX direct air service frequency by approximately 7%, showing the importance of the Australian traveller to LAX & Greater Los Angeles and Beverly Hills, making it ever easier to visit,” pointed out the Los Angeles Tourism & Convention Board.
Here, travelBulletin chats with Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau, about what’s on the horizon for the city, such as the addition of new culinary experiences and hospitality ventures and the upcoming festivities to celebrate the 100-year anniversary of Route 66.
Can you share what Australian visitation is like to Beverly Hills and what they enjoy doing when they are there?
Australia has always been an important international market for Beverly Hills. Australian travellers tend to stay longer, explore more broadly and really make the most of the city’s Golden Triangle (Beverly Hills central business district).
Beverly Hills’ central position within Los Angeles, with easy access to Hollywood, Santa Monica, Universal Studios and major attractions across the region, also makes it a convenient base for long-haul visitors such as Australians.
International interest is expected to increase as Los Angeles prepares for major events in 2026 such as the FIFA World Cup and other global sporting moments. The LA 2028 Summer Olympics will also be a significant driver of demand as the region welcomes visitors from around the world.
Beverly Hills has been synonymous with luxury for years. What is it like to honour that kind of history while also evolving the destination for the next generation of consumers and travellers?
At the heart of our city is our storied past coupled with an evolution suitable for the new millennium. This legacy is what secures our place at the top of every traveller’s bucket list. The city is currently embracing a significant period of renewal.
Designer dining experiences like Monsieur Dior and Osteria Gucci dot the famed Rodeo Drive, hotels at the pinnacle of luxury are under development and the retail streets continue to see new brands and refurbishment of existing spaces from both world renown couture houses and one-of-a-kind boutiques.
Beverly Hills also benefits from having both iconic luxury hotels and more intimate boutique-style properties, most of which have notable backstories featuring celebrity guests and residents, movie locations, award shows and afterparties and more. The city’s world-class village-like atmosphere, with tree-lined streets and most everything accessible within walking distance, also plays a big part in how visitors experience the destination.
What do you think are some of the interesting luxury travel or hospitality trends on the horizon and how does Beverly Hills cater to them?
We’re seeing luxury travellers place greater importance on experiences. They want hotels that feel current, have a sense of place, are well designed and genuinely comfortable. A number of hotels have undergone or are currently undertaking a number of refurbishments including The Beverly Hilton as part of the One Beverly Hills development, refreshed rooms at the Peninsula, a brand new spa at The Beverly Wilshire, a Four Seasons Hotel and a beautiful rooftop restaurant a L’Ermitage and a few others that are still under wraps.
The Beverly Hills hotel community continues to set a high benchmark, and the recent recognition of four of our properties in the inaugural MICHELIN Keys awards is a strong reflection of that standard.
Culinary experiences are also playing a bigger factor in how people choose where to travel. Beverly Hills is welcoming new international restaurants and updated hotel dining concepts, all complemented by long-standing favourites that anchor the city’s culinary reputation.
Another clear shift is toward destinations that feel easy to enjoy. Beverly Hills naturally offers that, with its walkability, year-round incredible weather and central location to all other attractions in Los Angeles.
We’re also seeing a growing trend in how global luxury houses invest in the destinations that matter most to their clients. Along Rodeo Drive, Dior, Cartier, Bvlgari and the forthcoming Frank Gehry-designed Louis Vuitton flagship experience highlight that commitment to the city’s future. These projects reinforce Beverly Hills’ position as a place where leading brands choose to create their most significant retail experiences.
From what you have seen, how have luxury consumers evolved in recent years?
Visitors are looking for more range in how they spend their time. Alongside our hotels, shopping and dining, there is growing interest in cultural experiences, including performances at the Wallis Annenberg Center for the Performing Arts and the Saban Theatre, which both showcase world-renowned theatre, dance and music.
There is also strong interest in the city’s architecture and public art. Visitors enjoy discovering places like Frank Lloyd Wright’s Anderton Court, the O’Neill House and the Witch’s House, as well as exploring more than 100 public sculptures along Beverly Gardens Park, featuring works by artists such as Ai Weiwei and Barry Flanagan.
The combination of art, architecture, gardens and outdoor spaces adds meaningful depth to a stay in Beverly Hills and appeals to travellers who value quality and a distinct sense of place.
How is Beverly Hills planning to celebrate the 100-year anniversary of Route 66?
The city is planning on celebrating the famed route in conjunction with Rodeo Drives’ Concourse d’Elegance car show in June 2026.
Tell me about the lesser known Beverly Drive and what the plans are for it.
North Beverly Drive sits within the Golden Triangle and brings together a thoughtful mix of contemporary fashion, beauty and lifestyle stores. Well-known names such as Erewhon, Sephora, Reformation and Diptyque, as well as Australian brand Aesop, sit alongside independent boutiques, giving the street a relaxed, neighbourhood feel that visitors enjoy as an alternative to Rodeo Drive.
South Beverly Drive has a welcoming, easygoing atmosphere and is known for its small boutiques and casual dining. It feels approachable while still reflecting the level of quality people associate with Beverly Hills.
Together, North and South Beverly Drive complement our flagship luxury offerings and give travellers more variety in how they explore the city, whether they’re looking for recognisable brands, locally owned boutiques or a more laid-back way to spend their time here.
