Koh Samui was voted one of The Top Islands in the World in the 2024 Readers’ Choice Awards. To find out all the winning islands, read here.
04.10.2024 - 18:51 / insider.com / George W.Bush / Jeff Bezos / Mariah Carey / Sienna India / Sienna Charles
Millionaires, they're just like us.
When they see Instagram posts of Taylor Swift and Beyoncé surrounded by devoted followers, paparazzi, and motorcades, they also feel envious. The only difference is that when they travel, they can pay to replicate the feeling of fame and prestige.
Jaclyn Sienna India, founder and CEO of ultra-luxury travel concierge service Sienna Charles, told Business Insider that most of her clients now request security and private hotel check-ins, even if they aren't recognizable individuals.
She calls this phenomenon the "celebritization" of travel.
Ironically, some of her customers, like singer Mariah Carey and former president George W. Bush's family, have obtained A-lister status. However, most of its 100 or so clients are finance executives with an average starting net worth of $100 million — enough to pay the company's annual $75,000 to $150,000 membership fees.
A few prefer to stay under the radar. But over the last few years — especially with the proliferation of Instagram — most have started wanting to "feel special, feel like a celebrity, and for people to know how much they're worth," India said.
For Sienna Charles' clients, this means requesting security, hotel check-ins from the privacy of their car instead of at the front desk, and a motorcade of four to eight vehicles. They're not for an entourage — just to "arrive in style, emulating the glitz and glam they've seen in movies," a spokesperson said.
In other words, "they want to be acknowledged from the first moment," India said, noting that achieving stardom, as Jeff Bezos has done, is their "last frontier."
"They're the billionaire next door, and nobody knows who they are," Sienna Charles' CEO said. "Nobody will go above and beyond for them the same way they would for a celebrity. But the one thing that separates them is what they don't have. Recognition."
They could strategically buy fame by hiring a publicist and social media team. Or, they could turn to Sienna Charles to provide celebrity-like services, such as a table at an otherwise impossible-to-book restaurant.
On the surface, the "celebritization" trend is about recognition and ego.
It's a yearning to replicate the celebrity lifestyle, as shown in A-listers' Instagram posts. A desire to experience what it's like to be Rihanna, surrounded by cameras as she walks down the streets of New York City.
"The amount of wealth these people have amassed is absolutely incredible and only happens to less than 1% of people," India said. "So they should feel special, and I think they want to be recognized."
But dig a bit deeper, and it'll also reveal gripes about the hospitality industry.
Good luck booking the best hotels and restaurants if you're ultrawealthy but not
Koh Samui was voted one of The Top Islands in the World in the 2024 Readers’ Choice Awards. To find out all the winning islands, read here.
“Thank god it’s behind me,” said Accor chairman and group CEO Sebastien Bazin this week on the company’s many reorgs, mergers and transformations over the years. Since he took charge of the company in 2013, Bazin counted four major “transformations” in the group, turning it from a “sleepy” French hotel company to a global giant in leisure and travel.
G Adventures launched a new brand on this week, targeting solo travelers interested in group tours and looking to connect with others.
This as-told-to essay is based on a conversation with Jennison Grigsby, an American mom and yoga teacher who lives in Valencia, Spain. It's been edited for length and clarity.
When you think of destinations that affluent jet setters might frequent, the likes of London, Paris, and New York's Hamptons probably come to mind.
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Virgin Voyages is making it easier to spend a month at sea next summer by bringing back its seasonal pass.
I love going on cruises, but I go alone because my wife of 33 years does not. Fortunately, she encourages my travels.
Luxury cruise line Regent Seven Seas Cruises is offering nearly half-off trips around the world for next year.
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Good morning from Skift. It’s Friday, September 27, and here’s what you need to know about the business of travel today.
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