Photo Credits: Camper & Nicholsons International
Before it became the seaside display of excess and waste it is today, Saint-Tropez was a quaint village whose beautiful harbour, natural light and landscapes made it a haven for artists such as Bonnard, Colette and Françoise Sagan. All this changed, in 1965, when Bidgette Bardot skyrocketed St. Tropez to global fame on celluloid, and turned this once sleepy fishing village into the playground of billionaires, rockstars and the global elite. This trend seems to have kicked into overdrive in the post-pandemic world, where it become the poster child of travelling to be seen, rather than travelling to see.
For some of those rolling in the dough, the allure lies in the destinations where other rich people are leaving their carbon footprints rather than exploring untraversed destinations for authentic, rare experiences. But what is behind this global trend of swapping bucket lists for champagne buckets faster than ever? The fear of missing out on seeing and being seen in the world's most elite destinations, and a relentless need to flex their wealth on social media.
A few selected destinations have emerged as the new epicentres for those who seek “The Scene” above all else. From booking the most expensive hotel rooms in St. Tropez and Lake Como, to flocking the beaches in St. Barths, and roaming the posh streets of Mayfair bedecked in high couture to swarming outrageously expensive après-ski resorts in Courchevel–these locations are the so-called epitome of exclusivity.
This extends beyond expensive locales but also racing to get VIP box seats at prestigious events like Wimbledon, where being seen in the box is considered to be as influential as the tennis match itself, or the MET Gala, where fashion and fame intersect every year. Take Ambani’s wedding, for instance. When the crème de la crème convenes, it becomes the place to be. Everyone yearns to be part of such elite circles, enjoying VIP treatment and revelling in the splendour that only wealth can display.
The wealthy are often driven by a desire for exclusivity, seeking experiences and possessions unattainable to most by literally following the herd. This directionless competitive pursuit of status and superiority is distorting the genuine concept of luxury travel.
Many mistake expensive travel for luxury travel; money puts you in places but doesn’t show you how to experience it truly. It doesn't give you the opportunities to connect with the locals heartily, devour the region's most treasured, ages-old culinary wonders, get lost in the most beautiful corners to find yourself and simply exist without rushing to update the gram of your whereabouts.
Luxury travel is everything expensive travel is not. There isn’t just a fine line difference between the two; they’re light years apart.
What are your thoughts? Share them with us in the comments below.
Steer clear of being another pea in the pod and forge a deeper connection with travel that’s individualistic and led by a higher purpose. Contact us to redefine the way you travel. It’s not about compromising on the luxuries of the finer things but how you can approach it mindfully and sustainably.
