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It’s no secret that pent-up demand for travel has caused a surge over the past year that does not appear to be ending any time soon. Discretionary spending for travel now ranks as the number one choice for that extra cash. Luxury brands outside of the travel sector are looking to cash in by adding ultra-luxe travel experiences to their offerings in the hopes of attracting an exclusive segment.
Bvlgari Hotels & Resorts
Bvlgari has offered branded hotels for some time. These are bookable through Marriott, but don’t expect to earn or redeem points or get any benefits on property. Bvlgari started with hotels in a collaboration with Ritz-Carlton in 2004. There are now seven hotels in places like Bali, Beijing, Dubai, London, Milan, Paris, and Shanghai. One will open in Rome in June 2023.The brand says that it looks to “convey the excitement of the Bvlgari brand, its timeless glamour and its heritage of magnificent Roman jeweler.”
Bentley Motors Limited
Bentley Motors Limited is a British luxury car maker that was founded in 1919. Bentley’s precision engineering and craftsmanship has resulted in iconic models such as the Continental GT and the Mulsanne, which are known for their powerful engines, graceful designs, and luxurious interiors. The lowest MSRP is around $167,000. Now, the auto manufacturer is getting into the travel game. It recently launched a calendar of global, curated trips called “Extraordinary Journeys.” These road trips through Scandinavia, New Mexico, and the UK highlight cuisine, design, architecture, and wellness. The pricing starts around $24,755 per person.
Fabergé is a legendary name in the world of luxury craftsmanship and design. Founded in 1842 by Gustav Fabergé in St. Petersburg, Russia, the company is famous for its intricate jewelry, as well as its jeweled Imperial Easter Eggs. The stunning and highly ornate eggs were commissioned by the Russian Imperial family as Easter gifts and became some of the most iconic symbols of Fabergé’s artistry. The brand is now partnering with Regent Seven Seas Cruises to create two “Spotlight Voyages.” These cruises will offer master class programs, shore-side tours, jeweled egg demonstrations, lectures, and screenings. The cruises start around $12,499 per person.
Christian Louboutin is a French luxury fashion designer known for his iconic red-soled shoes, which have become a symbol of high fashion and sophistication. Louboutin’s designs are renowned for their craftsmanship, detailing, and playful use of color and materials. The brand recently opened Vermelho hotel and restaurant in Melides, Portugal (one of the designer’s favorite vacation spots).
The home brand formerly known as Restoration Hardware has made a huge push in the past few years into the hospitality space with restaurants, the RH Guesthouse in New York City, plus the RH Three super yacht (pictured above from Boat International) and a pair of private charter jets called RH One and Two, which will launch in September. No details on pricing could be found.
Anthony’s Take: It’s interesting to see how the other half lives with ultra luxury brands rushing to enter the travel market while it’s hot. I doubt I’ll be partaking in any of these experiences any time soon, but they’re worth a daydream.
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