BRG Experience Operator: Peninsula Hot Springs 

Peninsula Hot Springs: A Journey to Australian Wellness Destination

From Tokyo to Mornington Peninsula: A Vision Born in Hot Water

Twenty years ago, Peninsula Hot Springs emerged from what co-owner Charles Davidson calls his “epiphany moment” – a transformative experience in a Japanese hot spring that would eventually reshape Australia’s wellness tourism landscape. 

It was 1992 when Davidson, then living in Japan, first stepped into the thermal waters of Kusatsu Onsen, a couple of hours outside Tokyo. As he lay in the outdoor pools, gazing up at the trees, a powerful realisation struck him: “Why don’t we have this at home?” 

That moment of inspiration would simmer for years before becoming reality. A chance conversation over beer in Tokyo with the head of the Victorian State Office proved pivotal. When Davidson shared his hot springs dream, he learned about potential geothermal activity on the Mornington Peninsula – a revelation that would change everything. 

What followed was a journey of discovery that challenged conventional wisdom. Japanese water scientists had told Davidson that Australia’s geological profile made hot springs unlikely. They were spectacularly wrong. Years later, what was found was natural thermal water, rich in minerals including selenium, magnesium, calcium, and potassium, that offers what Davidson describes as “your own natural pharmacy” – delivering health benefits for everything from arthritis and sports recovery to improved sleep. 

Our Sales and Marketing Manager Hannah with Peninsula Hot Springs co-owner Charles Davidson

A Partnership That Transformed Tourism 

From Peninsula Hot Springs’ early days, the partnership with Big Red Group has been instrumental in the destination’s growth and success. What began as a collaboration nearly two decades ago has evolved into one of Australia’s most enduring tourism partnerships, helping transform a visionary concept into a must-visit destination. 

“We’ve been working together for 18 years,” Davidson reflects on the partnership that began when Peninsula Hot Springs was still finding its feet in the competitive wellness tourism market. The collaboration with Big Red Group’s RedBalloon platform, provided crucial exposure and accessibility that helped establish the hot springs as a premier experience destination. 

This partnership has been more than transactional – it’s been transformational. Through Big Red Group’s network and expertise in experience marketing, Peninsula Hot Springs has been able to reach audiences who might never have discovered the thermal wellness haven tucked away on the Mornington Peninsula. The collaboration has facilitated growth from a local wellness retreat to a nationally recognised destination that attracts visitors from across Australia and internationally. 

Peninsula Hot Springs has been a cornerstone of Big Red Group’s hallmark seasonal campaigns, leveraging peak gifting moments to drive significant business growth. During Christmas and Mother’s Day periods, the partnership has consistently delivered exceptional results, with these campaigns becoming crucial revenue drivers for the thermal destination. 

The strategic timing of these campaigns aligns perfectly with consumer behaviour, targeting moments when people are seeking meaningful, memorable gifts. With the rising trend of wellness tourism and consumers increasingly prioritising mental health and self-care, the thermal wellness experience appeals particularly to those looking to give the gift of relaxation and wellbeing to loved ones.  

“Our partnership with RedBalloon is a truly collaborative one, together, we’re sharing the benefits of geothermal bathing, nourishing dining, and wellness experiences with a wider audience. By aligning on what guests value most, we’re creating more opportunities for guests to relax, reconnect, and experience the healing power of nature.”
Caitlin Tepper, Tourism Partnerships Manager, Peninsula Hot Springs

Beyond Relaxation: The Philosophy of Accessible Wellness 

Peninsula Hot Springs opened in 2005 with a vision that extended far beyond simple relaxation. Davidson’s concept of “accessible wellness” stands in stark contrast to expensive wellness retreats that can cost thousands of dollars. 

“It’s not wellness for the individual,” Davidson explains. “It’s very much a ‘we’ experience rather than a ‘me’ experience. You can enjoy it with friends, families, and partners. It’s about socialising better, enjoying life connections with nature, yourself, and each other.” 

This philosophy is reflected in the facility’s design, which incorporates elements from Davidson’s travels to over 50 countries. Visitors can experience Chinese reflexology walks, Scandinavian-style sauna-to-cold plunge contrasts, Turkish and Moroccan hammams, and Nepalese showers – creating a space where people from any culture can find familiar elements while discovering new ones. 

The Science of Thermal Wellness 

The Peninsula Hot Springs experience is built on extensive research into wellness in hot spring environments. Davidson identifies seven key elements: relaxation, movement, nutrition, sleep, mindfulness, sensory connection, and creativity. 

Guided experiences like the “fire and ice” therapy aren’t just about temperature contrast -they’re educational journeys that explore the physiological and psychological benefits of thermal therapy.  

Guests learn about body chemistry, nutrition, and gut health while experiencing the treatments. “We have guides who take people through it and explain why it’s physiologically good, why it helps your mind, how it works with your body chemicals,” Davidson notes. 

A Cultural Bridge Through Bathing 

Peninsula Hot Springs incorporates Japanese concepts of relaxation and awareness through what Davidson describes as a three-stage journey inspired by traditional onsen culture. The experience begins with “ahh” – that initial moment of surprise and thermal bliss as your body settles into the warm mineral waters. This evolves into “inner” – a heightened state of awareness where you become truly present in your surroundings, feeling the water, sensing the environment around you. Finally comes the “aha” moment – when deep relaxation unlocks creative pathways and expanded consciousness, allowing new insights and perspectives to emerge. 

This carefully crafted progression from physical comfort to mental clarity reflects the deeper purpose behind Peninsula Hot Springs: creating a space where people can disconnect from daily stresses and reconnect with themselves and their companions. 

Community Impact and Social Responsibility

Beyond its role as a wellness destination, Peninsula Hot Springs actively supports the local community through programs like “Winter Warmers,” which provides free day experiences for homeless individuals in partnership with organisations like the Salvation Army. 

“We got a letter from the Salvation Army saying that some of the people were going home,” Davidson shares. “They found that this random act of kindness gave them new strength to face whatever made them homeless.” 

The facility’s commitment to environmental sustainability is evident in its exclusive use of indigenous plants, creating gardens that naturally thrive in the local climate while supporting native ecosystems. 

Stories of Transformation 

Perhaps most meaningful to Davidson are the personal stories of transformation. He recalls a woman with severe rheumatoid arthritis who couldn’t close her fingers or hold a steering wheel properly. After hours in the thermal pools, she stopped crying halfway down the driveway – she was holding the steering wheel without pain for the first time in years. 

“She ended up moving to the region,” Davidson notes, illustrating the profound impact thermal therapy can have on quality of life. 

His favourite sight remains multi-generational families sharing the pools together – great-grandmothers, grandmothers, mothers, and babies all connected in the warm mineral waters, creating what he calls “a place where people can feel at home and build on the love of generations.” 

Ready to grow your experience business like Peninsula Hot Springs? 

Peninsula Hot Springs’ partnership with Big Red Group has been instrumental in transforming a visionary concept into Australia’s premier thermal wellness destination. Through our platform and marketing expertise, we’ve helped them reach new audiences, drive bookings, and establish themselves as a must-visit experience. 

If you’re an experience operator looking to expand your reach and grow your business, we’d love to explore how we can partner with you. Discover how Big Red Group can help showcase your unique experiences to thousands of potential customers across Australia and New Zealand.