rich traveller

Billionaires and A-listers pay me to plan their luxury vacations. For $150,000 a year, I get them into the best restaurants and hotels in the world.

• Jaclyn Sienna India, 42, founded the ultra-luxury travel company Sienna Charles. 
• She didn't come from money but plans vacations for people worth at least $100 million.
• Her job involves personally scouting destinations and specializing in quiet luxury hospitality.  

This as-told-to essay is based on a conversation with Jaclyn Sienna India, the founder of the luxury travel concierge Sienna Charles . The following has been edited for length and clarity.

I came from an extremely poor background , but I always had a vision.

I attended university for art history. I was a typical college kid, but at that time, I started working at a five-star French luxury restaurant , Le Bec-Fin, as a server. I didn't know how much that restaurant would impact my life.

The clients coming in came from wealthy backgrounds . I saw people spend $10,000 on dinner. They were super dressed up, covered in jewels, and coming in with Rolls-Royces to dine on the best food and drink the best wine.

I became enamored with studying people with ultra-high net worths. I wanted to take that elegance, knowledge, and personal service I learned in the restaurant and bring it to travel.

Faking it until I made it

I started my own travel concierge, Sienna Charles, 16 years ago. I definitely faked it until I made it, but I believed in it.

You could start a business for $99. But what you do with that after is when you start to grow as an entrepreneur . I opened my business, but it's not like the phone rang.

At that time, I was writing to Gotham Magazine and Manhattan Magazine, telling them that I was the most exclusive travel company in the world.

My husband thought I was the dumbest person in the world because we would get calls from people saying, "Oh, I saw your article. I'd love to go to Disney," or, "We're going to New Jersey for the weekend." And I was like, "Oh, I'm sorry, we're so busy, we're really sold out this season with high-net-worth people."

But I had no clients. My husband would say, "You're an idiot. Take the trip." And my response was, "No. I either work for the wealthy or I don't."

It took me three years to get a client. After booking my first billionaire client, I put the $30,000 profit toward my personal travel.

Most people would think I was an idiot at that time because I didn't have the money. In retrospect, it was about understanding the product.

I took it just as seriously from the beginning as I do today.

My dream was to create, for lack of a better term, a one-stop shop because the industry was so segmented. If you wanted to go on an African safari , you would call Abercrombie and Kent . If you wanted to go to Paris, you would call this person. You would call a broker if you wanted to go on a yacht. If you wanted to get a plane, you would call somebody else.

I wanted to be that one point of contact all the time for that wealthy person.

My clients are billionaires and A-listers with type-A personalities

Clients typically come to us. Their average net worth generally starts at $100 million. Annual membership fees range between $75,000 and $150,000, depending on the services clients require. On the lower end, that includes travel and dining services at home and while traveling. The higher-paying members get access to that plus lifestyle services.

But all members get access to our team 24/7 and my personal black book. We work with less than 100 families. We're handling their dining while they're at their multiple homes and booking their trips. We're an extension of them and their team.

When they reach out and want to become a member, there's an interview and then an onboarding preference call where we get to know them and build out their profile. We ask questions like: What are you comfortable spending nightly at a hotel? Do you prefer contemporary hotels or a more classical style? What are your favorite dining times? Are you OK with tasting menus? What type of guide do you like? We collect all that, and then as the travel and lifestyle requests come in, we use those preferences to help clients with anything and everything throughout the year.

We're learning about them constantly and using information to improve every experience. Some people want calendar invites, others want the mobile app, and others only want to email.

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It's a very difficult, complex business because it's not one size fits all.

During COVID, we helped people gain second passports and pick new locations to build a home. We're first and foremost a travel company, but because we have such a great methodology of sourcing like-minded vendors that share our ethos, we're often asked to help clients with different aspects of their lifestyles.

Many of the people we handle are A-list celebrities, but also very much the billionaire next door. They are generally self-made entrepreneurs and CEOs, and they have type-A personalities.

The expectations are quite high. But I've learned if somebody's willing to give $75,000, it doesn't mean they're a fit.

We've had people who don't want to relinquish control. That doesn't work. We need to be on the same page.

But it generally works out well. When you have a CEO, whether male or female, they understand the principles of a successful relationship as communication, delegation, and hiring somebody to handle a problem you're looking to solve.

I have a unique relationship with our members. They're the smartest, busiest, most incredible, talented people in the world. It's a family. The fact that they trust us is not taken with a grain of salt.

We do sign an NDA with clients now. Ones not covered by an NDA are George W. Bush and Mariah Carey.

And we've done it all. Money talks, right? If you want to close down the Taj Mahal or you want to close down monuments in Turkey, we've gotten it done. People just want what they want and are willing to pay for it.

I specialize in quiet luxury travel

In terms of the trips, we do the simple to the sublime.

Clients could live in Los Angeles and not have an apartment in New York City and maybe want to go there for three nights and stay at a great hotel — that trip could be $10,000 a night in a hotel. So, we do those regular trips and trips that cost well into the millions, like going to Africa with helicopters and private jets.

Before it had a name, we definitely had been practicing quiet luxury travel and hospitality.

Almost all the clients we have don't want to be seen. They've reached a level in their success where they don't need to prove it to people by taking pictures of their pasta at Carbone.

The people in Capri in July are one set of people, and the people on a small island on their own yacht in Sicily are another group. That's the people we cater to.

You can read 1,000 travel magazines, and people say, "This new hotel is incredible." I don't think it's incredible until I go there and see what I think of it.

So many times, I'd been excited about a popular new hotel or destination and was disappointed.

However, the beauty of hospitality projects, whether a hotel or restaurant, is that they always have an opportunity to improve because they learn from their mistakes.

But being on a list just means that everyone who follows lists will go there. I've become a real filter for our members to ensure they only visit phenomenal places that live up to expectations.

I rarely travel for leisure

I'll take a vacation very rarely. It'll be when I know everything is all set, like after Christmas to January 15th, when everybody's on mental break.

Everything else is work. Every week, I'm generally in two places.

I'm on the computer answering the team all day and night. I work 40 to 50 hours, sometimes 60 hours a week. When I travel in Europe, before the team gets on, my calendar is filled with site inspections, meetings with clients, or meetings with new vendors.

I have a very type-A personality. I'm focused on living and breathing by my calendar and having every minute dedicated to the company's growth.

I use my own service. I don't think many owners try their own service or know how everything flows.

We often get asked to sell our company. I don't want to sell my company; I'm still learning. It's something that drives me every day.

It's like polishing a diamond. Every day, I become a better business person and a better leader to handle the challenges of running a 20-person team that is committing to the most difficult people in the world, in the most difficult time in history, to deliver phenomenal customer service every minute of the day.

Watch: Marriott International's Tina Edmundson tells Insider that the travel mindset has changed since the pandemic

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19 Luxurious Destinations That The Rich And Famous Always Visit

The lifestyle of the rich and famous includes fabulous vacations. Take a look at the beautiful, luxurious places where wealthy people love to go.

Read update

Updated 2023 List Of Popular Holiday Destinations Celebrities Love Visiting

• Vacationing like the rich and famous means enjoying luxurious resorts and exclusive destinations that most people have never heard of.
• Some top vacation spots of the elite include St. Moritz in Switzerland, Copacabana in Brazil, Necker Island in the British Virgin Islands, Lake Como in Italy, the Hamptons in the USA, Cabo San Lucas in Mexico, Hvar in Croatia, Monaco, and Bora Bora in French Polynesia.
• These destinations offer stunning scenery, private beaches, exclusive dining and entertainment venues, and even the chance to spot a celebrity or two while on vacation.

One of the privileges that come with being rich and famous is getting to vacation in some of the most exclusive destinations on the planet. Having a healthy bank account and a well-known name means you can escape to exotic locations that most people haven’t even heard of and be pampered in some of the best resorts in the world.

Scattered all over the globe, the top vacation spots of the elite boast some of the prettiest scenery. They are also home to exclusive dining and entertainment venues, isolated and private beaches, and the filming locations of blockbuster hits.

Wondering where do rich people vacation? Check out these 19 luxurious destinations that the rich and famous always visit.

UPDATE: 2023/08/06 22:35 EST BY TANVI AKHAURI

What better way to make a trip more memorable than by spotting a celebrity or two while holidaying? Stars and famous personalities keep returning to some select travel destinations that are the very definition of luxurious comfort and relaxation. Travel like a celebrity to these popular destinations around the world where the rich vacation.

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Hotel Astoria Palace

Saba rock resort, albergo terminus hotel, montauk manor, montage los cabos, heritage hotel park hvar, port palace, conrad bora bora nui, hôtel les palmiers, royal st. kitts hotel, grand hotel açores atlântico, the st.regis aspen resort, asty mykonos hotel & spa, the elser hotel miami, marriott resort palm jumeirah, karma sanctum soho hotel, st. moritz, switzerland.

The vacation destinations of the rich and famous tend to resemble tropical island oases, but they can also be the stark opposite. St. Moritz in Switzerland is one such example. One of the most highly acclaimed ski destinations on the planet, St. Moritz is located in the Albula Alps and was the first place to boast both the first ski lift and the first electric light.

Not only do the rich and famous frequently vacation here but it was also used to film a couple of James Bond movies, including The Spy Who Loved Me .

• Recommended tour: Tour Bernina Red Train and St Moritz
• Duration: 13 hours
• Cost: From $124.83 per adult

Book this tour

Via Somplaz 17, 7500 St. Moritz, Graubunden

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Copacabana, Brazil

Arguably Brazil’s most famous beach, Copacabana is definitely the place to go if your goal is to spot a celebrity or two. Among the faces who have been seen visiting the Copacabana Palace hotel, which is one of the most lavish in the world, are Miley Cyrus, Tom Cruise, and the late Princess Diana.

Copacabana is all about flaunting your body in the trendiest swimwear and spending hours soaking up the sun. Topless bathing is prohibited, but people still strip down to barely-there swimsuits and look as comfortable as ever while doing it.

• Recommended tour: 3-hour Sailing Experience in Rio
• Duration: 3 hours
• Cost: From $50 USD per adult

Av. Atlantica 1866, Rio de Janeiro 22021-001

Necker Island, British Virgin Islands

Necker Island is owned by billionaire Richard Branson, who is worth around $5.1 billion. One of 60 islands in the British Virgin Islands, Necker is truly a destination for the wealthy. Branson has turned his island into an all-inclusive resort. Kate Moss spent her 40th birthday here, and it was also where Google co-founder Larry Page celebrated his nuptials.

You can book a room in this isolated paradise, too, for a cool starting price of $5,000. If you want to rent the whole island, it will cost you $80,000 a night.

• Recommended tour: Magic Mangrove Paddle in Beef Island Lagoon
• Duration: 2 hours and 30 minutes
• Cost: From $90 USD per adult

North Sound, Spanish Town VG1150

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Lake Como, Italy

Made famous for being home to George and Amal Clooney, Lake Como won the title of the Most Beautiful Lake in the World in 2014. Today, the Clooneys spend approximately four months out of the year in their $10 million mansion by the lake, Villa Oleandra.

The lake is lined by several exclusive resorts, just in case you don’t have millions to splash on a home in the area. The days here are usually spent taking in the colorful hillside villages, absorbing the local culture, and partaking in activities such as boating and golfing.

• Recommended tour: Lake Como, Bellagio, and Varenna
• Duration: 11 hours
• Cost: From $84.88 USD per adult

Lungo Lario Trieste 14, 22100 Como, Como

The Hamptons, USA

Home to beaches of white sand, high-end restaurants and bars, luxurious resorts, and designer boutiques, the Hamptons is one of the top playgrounds of the rich and famous in the United States. The East Coast destination provides a relaxing escape from the busy action of New York City and is one of the most popular locations for summer vacations.

If you’re ever in the Hamptons, you might bump into Beyoncé and Jay-Z and their brood, the Clintons, or even Calvin Klein, since they all own property in the area.

• Recommended tour: Full-Day Private Tour to Hamptons with Pickup
• Duration: 8 hours
• Cost: From $1,248.3 per adult ( Depending on group size)

236 Edgemere Street, Montauk, NY 11954

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Cabo San Lucas, Mexico

One of the reasons that the elite tend to flock to Cabo San Lucas is its natural beauty. The Mexican destination is home to Lover’s Beach, which is straddled by both the volatile Pacific Ocean and the secluded Sea of Cortez.

Cabo San Lucas seems exclusive since it’s only reachable by boat, but it is still a popular tourist destination, so expect crowds of affluent visitors. In the past, the likes of Jennifer Lopez and Justin Bieber have been spotted catching some rays here, and it has even been featured in the Real Housewives franchise as a luxury vacation location.

• Recommended tour: Los Cabos luxury sailing, snorkel, and lunch cruise
• Duration: 4 hours
• Cost: From $139 USD per adult

Carretera Transpeninsular Km 12.5 Int, 23450 Cabo San Lucas, Baja California Sur

Hvar, Croatia

Croatia is one of Europe’s gems that many travelers still haven’t added to their bucket lists. With more and more people flocking to see Dubrovnik after the coastal city was made popular by the HBO series Game of Thrones , it seems that the upper echelons prefer the island of Hvar.

In the past, superstars like Tom Cruise and Giorgio Armani have been spotted living it up on the island. Prince Harry has also been spotted visiting the nightclubs and bars that are located on the island, while Jacqueline Kennedy visited back in the 1960s.

• Recommended tour: Five Island Speedboat Tour Featuring the Blue Cave and Hvar
• Duration: 10-12 hours
• Cost: From $99.86 USD per adult

Bankete BB, Hvar 21450

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Situated on the French Riviera, Monaco is one of the most famous destinations for the upper classes. Come here, and you’ll be met with an array of yachts, world-class restaurants, lavish casinos, and some of the best hotels on the planet. Monaco is tax-free, so people tend to go all out here. It’s not for the conservative!

While Monaco is known for its opulence, it’s also a destination that’s rich in history. Visitors can stroll through charming cobblestone streets, which are lined with historic buildings, and soak up the unique ambiance.

• Recommended tour: Ferrari Sports Car Experience from Monaco
• Duration: 30-60 minutes
• Cost: From $187.75 USD per adult

7 Avenue J-f Kennedy, Monaco

Bora Bora, French Polynesia

Bora Bora in French Polynesia is one of the most popular destinations for honeymooning when it comes to the rich and famous. One of the most famous honeymoons to take place here was that of Jennifer Aniston and Justin Theroux after their nuptials in 2015. They also brought along friends Courtney Cox, Chelsea Handler, and Jason Bateman on a private jet to share in the celebrations.

If you want pristine views of tranquil lagoons and lush tropical gardens while mixing with the world’s elite, Bora Bora is the place to go.

• Recommended tour: Full Day Lagoon Group Tour in Bora Bora with Lunch
• Duration: 6 hours
• Cost: $142.27 USD per adult

BP 502 Vaitape, Vaitape

Saint Tropez, France

Another popular destination on the French Riviera, Saint Tropez, has been the go-to getaway of the affluent for decades. The coastal town starred on the world stage when the film And God Created Woman , featuring Brigitte Bardot, was filmed here. After that, visitors began to arrive by private jet full.

Packed with high-end restaurants and exclusive beach clubs, Saint Tropez has been known to host an array of celebrities in its many world-class hotels. Visit here, and you just might run into Bill Gates, Steven Spielberg, or even one of the Kardashian sisters.

• Recommended tour: Full Day Private Yacht Charter in the Bay of St Tropez
• Cost: From $1,797.56 per group ( up to 8)

34 Boulevard Vasserot, 83990 Saint-Tropez, Var

This beautiful Caribbean destination is known for its white sandy beaches and turquoise-blue waters. St. Kitts is also distinguished by its laid-back atmosphere. It's a luxury destination that the rich and famous visit to stay at major hotel brands such as Marriott and Hyatt. People spending a vacation on this gorgeous island are sure to enjoy the most elevated experience ever.

• Recommended tour: St. Kitts Zipline Experience
• Duration: From $99 USD per adult
• Cost: 2 hours

406 Zenway Blvd., Basseterre

Azores, Portugal

This area is made up of nine Portuguese volcanic islands found in the Atlantic Ocean between Portugal and the United States. The rich and famous come to the Azores to hike and bike around the area, enjoy the beautiful vistas, and explore many attractions in this iconic hidden gem.

• Recommended tour: Azores Whale Watching and Islet Boat Tour
• Duration: From $54.93 USD per adult
• Cost: 3 hours

Avenida Infante D. Henrique 113, 9500-150 Ponta Delgada, Azores

Aspen, Colorado

Aspen is one of the most famous and expensive alpine resort towns in the United States. It is famous for attracting celebrities and the wealthy. Aspen was a silver mining boom town but now has transformed into an exclusive destination for the well-off.

Still, if one can afford it, it can be fun to go skiing in Aspen's upmarket ski resorts . That being said, good luck finding an affordable Airbnb option in Aspen (and Airbnb is considered one of the more affordable options for Aspen ).

Marriott International

315 East Dean Street, Aspen, CO 81611

Capri, Italy

Capri is a stunning island just off the coast of Naples. This island is as fantastically beautiful as it is notoriously expensive. It is one of the favored exclusive wealthy getaways in Italy (the cost of visiting alone is enough to make it exclusive). Capri is one of the world's oldest getaways and was a tourist resort all way back to the days of the Romans. People on a budget can find it affordable if they take the ferry there and back for a day trip to the island.

Via Provinciale Marina Grande 168, 80073 Capri, Naples

Related: 10 Scenic Things To Do In Capri, Italy

Mykonos, Greece

Greece is a wellspring of island getaways and among these, one of the best places to escape to is Mykonos. Once described by The Guardian as "a playground for the rich and famous," Mykonos is as charming as it is luxurious in its hospitality and landscapes. Besides the traditional Greek allure of the island, the parties here are legendary. The likes of Leonardo DiCaprio, George Clooney, Beyoncé, and the Hemsworth brothers have walked the iconic whitewashed locales of Mykonos.

New Periferal Road of Mykonos, Mykonos 846 00

Miami, Florida

American stars don't have to travel too far to get to Miami, a perfect summer escape that proves itself to be the crowning jewel of Florida year after year. The beach town has long been preceded by its reputation for wild partying as well as laidback coastal lifestyles that the high and mighty of showbiz love to indulge in. A visit to Miami is a sure-shot way to come face to face with a famous person, with many even keeping residence here. It will be of some interest to millennials to know that pop music heartthrob Enrique Iglesias lives in Miami!

398 Northeast 5th Street, Miami, FL 33132

Dubai is synonymous with opulence, and therefore it's no surprise that this city of wonders in the United Arab Emirates has been a favorite travel destination for upper-class fliers for years. From splurging heavily at Dubai's luxury hotels to exploring the city's unique adventures , there is much that celebrities can do in Dubai, which keeps them coming back to this beautiful holiday haven. Join the VIP league of stars like David Beckham, Shah Rukh Khan, and Roger Federer on a trip to Dubai!

Palm West Beach, Palm Jumeirah Road, Dubai

Las Vegas, Nevada

Does Las Vegas even need an introduction? With a star-studded legacy that shines as bright as Vegas' famous casinos , Nevada's Sin City has long been a hub of entertainment that brings celebrities out to play -- or perform. Some of the best luxury hotels in Vegas have played host to iconic singers like Elvis Presley and Celine Dion for long-term residencies, which only grew the city's reputation of being a great destination for celebrity spotting . The city's charms have kept stars like Ben Affleck, who even married Jennifer Lopez here, returning frequently. Fans of "The Hangover" will need little convincing to take a Vegas trip with their pals!

3770 Las Vegas Boulevard South, Las Vegas, NV 89109

London, United Kingdom

Posh, luxurious, chic: London is everything (and more) that makes it an attractive holiday destination for celebrities from around the world. The British capital's enduring appeal comes from the variety of experiences it offers all travelers. From catching top-rated shows in the West End to indulging in the city's massive shopping culture or checking out Britain's historic attractions , there is much to do in London that will keep every tourist, rich or not, coming back for more. One would be hard-pressed to find a Hollywood celebrity who hasn't taken at least one trip to this land of royalty; of course, British stars will be found in abundance here. Don't be surprised to see Elton John or Kate Moss dining at the next table!

20 Warwick Street, London, W1B 5ND

Travel like a billionaire with this fantasy bucket list

Jul 8, 2020 • 6 min read

The small harbour at Portofino is a very exclusive spot to dock your yacht © Bim / Getty Images

You might think the entries on your travel bucket lists are aspirational – a trip to see the Northern Lights doesn’t come cheap, after all, nor does a cruise to Antarctica –  but we all wonder sometimes what would these wish lists look like if money were no object. What if you could not only hit up that must-see country, but do so with first class tickets, luxe hotels with the best views, and no thought about the tab at Michelin-starred restaurants? In other words, what would it be like if you could travel like a billionaire? 

 Welcome to the ultra-luxe world of gilded hotels, iceberg-dodging super-yachts, and 24-hour butler service. If you're indulging your imagination, follow along to a list of destinations where your every whim will be catered to, where adrenaline-rush adventures are followed up with soothing spa treatments, and where private suites are fit for a king. We've rounded up six dreamy places to blow those lottery winnings that are one Powerball ticket away.

Necker Island, British Virgin Islands

For the ultra-rich who haven’t already bought their own private island, unspoilt Necker Island , owned by billionaire Sir Richard Branson, is available for exclusive hire from US$102,500 per night. The 74 hectare, flamingo-inhabited paradise in the British Virgin Islands can accommodate 40 guests across its casually luxurious accommodations, including the Great House, with panoramic views of the Caribbean Sea.

Free from the scourge of other holidaymakers, guests can bask on one of the powder-sand beaches, take wakeboarding lessons in the crystal-clear waters, or work on their backhand with a pro tennis coach, before sitting down to a meal prepared by a culinary team led by Michelin-starred chef Simon Dyer – if they’re not too full from snacking at the floating sushi bar. And don't think that all this luxury comes at the cost of sustainability – Necker Island meets 80% of its daily energy need with renewable sources, while Branson also has implemented conservation programs that benefit some of island's permanent residents, namely, the flamingos that call Necker home. 

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Burj Al Arab, Dubai

Dubai ’s Burj al Arab hotel has been not-so-quietly setting the "seven-star" standard for others to follow since it opened in 1999. Entirely comprising  luxury suites , the 321m-high, sail-shaped building claims to be the world’s most luxurious hotel, with 1790 sq metres of 24-carat gold leaf throughout, chauffeur-driven Rolls Royces for guest transport, and duvets made from feathers hand-collected from abandoned eider-duck nests in Iceland. Naturally only a Royal Suite will do: for a starting rate of US$1500 per night in low season, a private elevator glides you to 780 sq metres of opulence over two floors, including a library, cinema, chefs on hand to create a personalised menu and, of course, world-class round-the-clock butler service. 

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The Chedi Luštica Bay Hotel, Montenegro

While nearby Croatia has long has its ties to the billionaire set, it's only more recently that the super rich have turned their eyes and wallets towards Montenegro . The  Chedi Luštica is just two years old, set amidst a larger resort complex that includes five star vacation rental condominiums, two marinas, an assortment of private residences and, soon, Montenegro's first 18-hole championship golf course. But the real draw is its private beaches on Trašte Bay off the Adriatic and proximity to the UNESCO-protected Old Town of Kotor and  Boka Bay , giving those with deep pockets unique access to this off-the-beaten-path corner of the Balkans. 

The Chedi Luštica's penthouse suite is a "cavernous," sound-proofed 1765 square feet, with two bedrooms with ensuite baths, powder room off the living area, a dressing room, and a private balcony with ocean views, which will run you a cool US$14,000 for a week at the tail end of peak season, or about US$2,021 a night. 

Palms Casino Resort, Las Vegas

What happens in Vegas usually stays in Vegas, but art-loving guests at the Empathy Suite  in the Palms Casino Resort won’t want to keep quiet. Reserved for US$1 million high rollers or those who can pay the US$200,000 rate for a minimum two-night stay, the 835 sq metre suite was designed entirely – from the bedlinen to the cantilevered balcony pool overlooking the Las Vegas skyline – by British artist Damien Hirst. Grey marble and furnishings are offset by Hirst’s characteristic colourful dots, butterflies and pill motifs, and the suite displays six specially commissioned works by the artist including Winner/Loser (2018), two sharks preserved in his infamous style. Aside from the art, there’s a "healing salt room", a gym, two massage rooms and a 24-hour concierge.

Editor's note: Due to the COVID-19 pandemic, the Palms Casino Resort is closed until further notice.

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Royal Malewane Safari Lodge, South Africa 

Seeing the Big Five on safari in Africa is top of many people’s wish lists, but the Royal Malewane Safari Lodge , set in the 15,000-hectare Thornybush Private Game Reserve in South Africa ’s Greater Kruger National Park area, ensures the most exclusive experience for the discerning holidaymaker. Private game drives conducted by “the most qualified guides in Africa” guarantee an intimate insight into life on the savannah. Back at base, every need is catered for in sumptuous interiors accented by handcrafted Persian rugs and the finest antiques. The signature African Harmony massage treatment, carried out by two therapists in tandem at the award-winning spa, is essential for soothing weary muscles after a long day covering rough terrain. For the ultimate safari, exclusive use of the entire 46-bed lodge can be yours for US$77,000 per night.

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Yachting in the Mediterranean

Spending a summer sashaying between French, Spanish, Italian, and Croatian ports is peak frivolity, and hiring a full-service vessel to meander around the Mediterranean and rub shoulders with the Clooneys and Jay-Z starts at about US$50,000 per week – just don’t forget to factor in the marina fees. From around US$3150 per night during peak season, Italy ’s ultra-exclusive Portofino isn't the priciest place to park your luxury liner, but with only 16 moorings and one oft-closed road in and out of the pretty village, it’s reserved for the veriest of VIPs. The flashiest spot to splash the cruising cash is undoubtedly Monaco , though, commanding marina fees of around US$100,000 (depending on the size of your boat) to stay in the premier spots for the duration of the Grand Prix . 

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Heli-ski in Greenland from the MV Cloudbreak

Wealthy adrenaline junkies seeking thrills beyond the black runs of the French Alps might want to consider the ultimate winter sports adventure: chartering the ice-enduring super-yacht MV Cloudbreak for a week of heli-skiing in Greenland for up to 12 people. No chairlift, no problem: taking off from the on-board helipad, guests and their expert mountain guides will be airlifted to some of the most remote and inhospitable terrain on the planet. For all its Arctic-enduring credentials, the 75m luxury liner is the epitome of splendour inside, with exquisite furnishings, a glass elevator to move effortlessly between decks, a spa, fitness suite and cinema room. One high-octane week of yacht and helicopter experience will set you back around US$1 million.

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How the ultra-rich are traveling during covid, according to their travel advisers

Forget about renting private yachts and jets. they’re just buying them now..

A previous version of this article said travel adviser Jaclyn Sienna India once booked a private island for former president George. W. Bush. The private island was rented for Mariah Carey. She organized a trip for Bush to Ethiopia. This article has been corrected.

Pandemic travel has looked a little different for the rich. While the everyman debated whether it was safe enough to visit family for the holidays, there was the Kardashian who used a loophole to go to Paris when the border was closed, or the other Kardashian who rented out a private island in Tahiti for her birthday.

Secret trove illuminates the lives of billionaires

But brief backlash hasn’t stopped the wealthy from returning to travel. After a year of being confined to their one, two or three homes, they are spending more than ever on vacations to make up for lost time. So what does a dream pandemic vacation look like when you’ve already been everywhere and bought everything? That’s the question travel advisers for ultra-high-net-worth individuals have to ask themselves on a regular basis.

We spoke to three travel advisers about what kinds of trips they’re planning for the 1 percent.

U.S. tax havens lure wealthy foreigners and tainted money

The ultra-rich are taking bigger, better, more expensive trips

The ultra-rich are not holding back with their vacation spending.

Erica Jackowitz, co-founder of Roman & Erica, a travel company for ultra-wealthy clients, said her clients are spending double to triple more on a trip than they would have pre-coronavirus.

“They’re open to spending way more than they ever would have considered two or three years ago,” said Jackowitz, whose retainer for clients starts at $100,000 per year. “People aren’t holding back from any want.”

The post-covid luxury spending boom has begun. It’s already reshaping the economy.

For example, clients who would have normally spent $150,000 on a ski week over Christmas are now open to spending $250,000.

“I’ve had a client spending half a million dollars a month since last June,” Jackowitz said. “And on a private island and has been traveling since then.”

It’s more about the journey than the destination

At the luxury travel company Brown and Hudson , founder Philippe Brown calls on the “art and science of luxury travel” to design vacations for the elite.

“We apply scientific principles to the travel that we plan — principles like hedonic adaptation,” Brown said. For example, to combat hedonic adaptation, the concept of getting used to or bored of something (even a really, really good thing), Brown plans ahead to keep his clients impressed day after day. That may be as simple as changing a client’s accommodation after a few days so the view doesn’t become blasé.

Right now, Brown said, he is getting more clients who come to him with a desired feeling vs. a specific destination, which hasn’t been the norm in past years.

Luxury brands flock to suburbs and vacation hot spots where the rich are riding out the pandemic

“Initial conversations are more interesting and a bit more fuzzy because people are talking about ‘I want to feel energized’ or ‘I want to be vital again,’ ” Brown said. “People of a certain age … they want to do stuff that makes them feel like they’ve achieved something beyond paying off the mortgage, having a jet, a car, whatever it is.”

For a client to feel a sense of adventure, Brown has planned a “luxepedition” across Madagascar. For a dad to feel closer to his son, Brown planned a U.S. road trip that included pop-up drive-in movies in unexpected locations, and he arranged for them to meet celebrities in Hollywood.

For Jaclyn Sienna India, founder of ultra-luxury travel company Sienna Charles, the pandemic has made the ultra-rich embrace different vacation ideas. (You may have heard of a few of her clients, including Mariah Carey and former president George W. Bush. She once rented out an entire private island for Carey and helped organize a trip to Ethiopia for Bush.

View this post on Instagram A post shared by Sienna Charles (@siennacharles)

India said her clients are no longer following the “billionaire calendar.” Instead of having to go to Aspen or Switzerland’s St. Moritz in the winter, they feel free to go heli-skiing in Iceland instead. The same goes for summer hot spots such as Martha’s Vineyard and Nantucket.

“They’re not just running places because they felt socially that they had to,” she said.

They’re keeping their trips secret

While her clients are more open-minded about where they go, India said, they are not open to sharing where they go with the public. The pandemic has changed the way her clients see social media. Vacations aren’t for bragging rights, at least not online.

“A lot of our clients are CEOs, and a lot of their staff is either laid off or on unemployment or struggling to make ends meet,” India said. “So we have found that every single one of our clients, even with a private profile, do not share when they travel.”

India said she sees this not as a passing trend but as the new norm.

“They’re not going to be letting people know exactly what their moves are and how they’re spending their money,” she said.

They’re competing for luxury rentals, from private jets to private islands

With the ultra-rich spending more money on travel than ever, there is a growing shortage of high-end travel goods and services.

“Those presidential suites and those top villas and the yachts and the planes — they’re sold out,” Jackowitz said. “There is a very limited availability for, for instance, charters to Aspen from New York in December.”

India said the best hotels in the country, such as Amangiri in Utah or Blackberry Farm in Tennessee, are selling out faster than before. With that kind of demand, prices are going up for what is available.

“In Miami in April, there was a hotel that had listed their deluxe king room at roughly $3,000 a night for 500 square feet … even if you have billions of dollars, that is insane,” Jackowitz said. “And it sold out.”

For many clients, instead of fighting over luxury rentals, they are buying the assets instead.

“People are buying yachts and the planes and the second and third and fourth homes as opposed to renting them,” India said.

Jackowitz said the most popular places for her clients to buy vacation properties during the pandemic have been Hawaii; Malibu, Calif.; Park City, Utah; Miami; Palm Beach, Fla.; the Hamptons; and Aspen.

They’re pushing the boundaries of virtual experiences

Remember at the beginning of the pandemic when people were at home going on virtual tours of national parks and museums? The ultra-rich are taking that idea and running with it in an Usain-Bolt-breaking-world-records kind of way.

To meet the needs of a few clients, Brown is working with a company in the United Kingdom called Immersive to create personalized virtual experiences that are far more engaging than staring at a screen.

The plan involves hiring people to follow a client during travel to capture footage of their trip, or gathering footage that already exists, that can be woven together to build a virtual experience coupled with physical stimulation delivered by haptic bodysuit.

“One client is interested in revisiting a place as they experienced it when they were young,” Brown said. “So there it’s a whole augmented reality experience where you’re using footage of the place and turning it into an experience to live at home.”

The cost of creating these virtual experiences starts around $400,000. Brown said he believes these kinds of virtual experiences will continue to appeal to wealthy clients well after the pandemic.

“I envisage a time when our website will have two ways in,” he said. “One will be virtual experiences and one will be physical experiences.”

More travel news

How we travel now: More people are taking booze-free trips — and airlines and hotels are taking note. Some couples are ditching the traditional honeymoon for a “buddymoon” with their pals. Interested? Here are the best tools for making a group trip work.

Bad behavior: Entitled tourists are running amok, defacing the Colosseum , getting rowdy in Bali and messing with wild animals in national parks. Some destinations are fighting back with public awareness campaigns — or just by telling out-of-control visitors to stay away .

Safety concerns: A door blew off an Alaska Airlines Boeing 737 Max 9 jet, leaving passengers traumatized — but without serious injuries. The ordeal led to widespread flight cancellations after the jet was grounded, and some travelers have taken steps to avoid the plane in the future. The incident has also sparked a fresh discussion about whether it’s safe to fly with a baby on your lap .

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Luxury Travel: How Rich People Travel the World

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2nd January 2019

In the era of AirBnB and budget flights to pretty much anywhere on Earth, it has never been easier for an ordinary person to feel like a millionaire, at least for a few days. Even rooms at some of Europe’s most luxurious hotels are now affordable to anyone on an average salary.

However, a weekend stay at Le Bristol or a few days sunning it on a Thai beach doesn’t cut it for the 1% these days. The richest people have entirely different travel habits to the rest of us and experience the world in completely different ways. If you want to know how the wealthy truly travel, read on to find out. 

Completely Customized Experiences

The wealthy aren’t content with simply picking up a copy of Lonely Planet and trying to cobble together an itinerary. They want a tailored experience, compiled by people with the utmost taste and insider knowledge. Before they set off on their vacation, many rich people will pay upwards of £100,000 to have a luxury guide compile the perfect trip for them, from Michelin-starred restaurant renovations to unique private cultural excursions. All of this will be planned without them lifting a finger.

Member's Club Vacations

Contrary to popular belief, the rich don’t tend to travel alone. They may arrive by private jet, but social, group excursions are generally the predominant trend amongst ultra-wealthy travellers. Naturally, this doesn’t mean booking an under-30s group tour with a package holiday group. Many will join exclusive private members’ clubs, such as Mr Green’s Club Royale, a VIP Casino club for high rollers and people who want to see sights such as Miami Beach, Lapland, and the Bahamas in the company of similarly well-heeled globetrotters. Even a vacation can be a networking opportunity.

(Very) Long Trips Away

Other than money, the luxury that the 1% have in abundance is time. The wealthy value cultural enrichment and know that they won’t get it from a five-day trip to Budapest. They’ll typically pencil in trips in one country for anything from four weeks to six months, allowing them to immerse themselves in the culture and truly feel like a local. There is an army of companies which cater to this, one of the most popular being Beauchamp , which specializes in putting up well-heeled globetrotters in long-term, luxury accommodation. 

Off-the-Radar

When you think of luxury destinations, you probably think of Paris, New York, Milan, or Venice. However, the wealthy don’t tend to consider these popular tourist destinations as places to vacation, as they’d rather be away from the crowds. The wealthy tend to go off the beaten track and shack up in places that few tourists have even heard of, yet alone visited. Luxury style bible Tatler has the current hottest destinations for the ultra-rich as Isfahan in Iran, Lima in Peru, Tbilisi in Georgia, and Seydisfjördur in Iceland, in case you were wondering. 

So now you know, if you truly want to experience the world like a billionaire, you just need to arrange a six-month trip to eastern Iceland, surrounded by other billionaires, with every day planned out for you. Simple!

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Americans who have traveled internationally stand out in their views and knowledge of foreign affairs

Do people who travel think differently about the world? A new Pew Research Center survey suggests they do.

Americans who have traveled internationally are more interested in and knowledgeable about foreign affairs, feel closer to others around the world, and favor a more active foreign policy, according to the survey of 3,576 U.S. adults conducted in spring 2023. We also surveyed people in 23 other countries about their international travel habits.

This analysis examines international travel with a focus on Americans’ travel, including which Americans travel abroad and how their interest in the world and views of international affairs differ from others.

For this analysis, we surveyed 3,576 U.S. adults from March 20 to March 26, 2023; 3,581 U.S. adults from March 21 to March 27, 2022; and 10,606 U.S. adults from June 14 to June 27, 2021. Everyone who took part in these surveys is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP’s methodology .

For non-U.S. data, this report draws on nationally representative surveys of 27,285 adults conducted from Feb. 20 to May 22, 2023. All surveys were conducted over the phone with adults in Canada, France, Germany, Greece, Italy, Japan, the Netherlands, South Korea, Spain, Sweden and the United Kingdom. Surveys were conducted face-to-face in Hungary, Poland, India, Indonesia, Israel, Kenya, Nigeria, South Africa, Argentina, Brazil and Mexico. In Australia, we used a mixed-mode probability-based online panel.

Here are the June 2021 survey questions and responses used in this analysis. Those for the March 2022 survey may be found here , as well as those for the March 2023 survey .

How many Americans have traveled internationally?

Roughly three-quarters of Americans (76%) have visited at least one other country, including 26% who have been to five or more. About a quarter (23%) have not traveled internationally, though most in this group say they would if they had the opportunity.

Related:  How experience with international travel varies across 24 countries

To analyze how Americans’ travel experiences relate to their attitudes on other questions, we placed people into three categories:

• Globe-trotters have traveled to at least five other countries. About a quarter of the U.S. public (26%) falls into this category.
• Casual travelers have traveled to between one and four other countries. Half of Americans fall into this category.
• Nontravelers have never left the United States. This category includes 23% of Americans.

Compared with Americans, people in many European nations are more likely to have traveled to five or more other countries. For instance, 88% of Swedes have done so.

However, international travel is much less common in many middle-income nations. It is strongly correlated with a nation’s gross domestic product per capita. (For more on international travel and views about global engagement, read “Attitudes on an Interconnected World.” )

Who travels internationally?

Perhaps unsurprisingly, older people are more likely than younger people to have traveled internationally. Americans ages 65 and older are more than twice as likely as adults under 30 to fall into our globe-trotter category (37% vs. 17%).

Income is even more strongly related to travel than age. Two-thirds of upper-income Americans have traveled to at least five countries, compared with 9% of Americans with lower incomes.

Similarly, Americans with a postgraduate degree are far more likely to be globe-trotters than those with a high school education or less (59% vs. 10%).

Residents of suburban and urban areas generally have more international travel experience than people who live in rural areas.

There are no significant partisan differences when it comes to international travel: 26% of Democrats and Democratic-leaning independents qualify as globe-trotters, as do 28% of Republicans and GOP leaners.

Do travelers know more about the world?

Globe-trotters are especially likely to say they are interested in foreign affairs and follow international news. Casual travelers, in turn, are more likely than nontravelers to do so.

Globe-trotters are also the most knowledgeable about international affairs. In 2022, we conducted an international affairs quiz , asking Americans 12 questions related to international news. On average, globe-trotters got 8.2 of the 12 questions correct, compared with 6.4 for casual travelers and 4.2 for nontravelers.

Is international travel related to views of global engagement?

International travel experience is also linked to Americans’ views about international affairs and their feelings of connection to other people around the world.

When asked which comes closest to their view, 57% of globe-trotters say the U.S. should be active in world affairs, while 43% say the U.S. should pay less attention to problems in other countries and concentrate on problems at home. In contrast, most casual travelers and nontravelers say the U.S. should focus on problems at home.

In all three groups, at least half of respondents say that when the U.S. is making foreign policy, it should take other countries’ interests into account – even if that means making compromises. But globe-trotters are especially likely to hold that view.

Globe-trotters are also particularly likely to say they feel close to people around the world, with 42% saying so. By comparison, 34% of casual travelers and 30% of nontravelers say this.

• International Affairs

Richard Wike is director of global attitudes research at Pew Research Center

Janell Fetterolf is a senior researcher focusing on global attitudes at Pew Research Center

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11 luxury travel accessories rich people always buy.

For every luxurious travel item, there’s a serviceable counterpart that will get the job done, but wealthy people often prefer the luxurious to the ordinary.

Explore More: Dave Ramsey: 7 Vacation Splurges That Are a Waste of Money Check Out: 5 Genius Things All Wealthy People Do With Their Money

The rich may be motivated to spend lavishly on luxury travel accessories due to their desire for social status and recognition, or they may feel pressured to keep up with their wealthy peers. Additionally, they may simply value owning and using luxurious items.

Whatever the reason may be, here are 11 luxury travel accessories rich people tend to buy .

Premium Luggage

While the average person is likely fine with buying their luggage at a discount store or ordering value-priced luggage through Amazon, the wealthy often have different preferences.

“Premium suitcase brands like Rimowa have their luggage dialed — pairing ultra-lightweight materials with personalized monogramming,” said Andy Medearis, travel expert and founder of Deals Points . “It’s no wonder the savvy jet-setters I work with favor them. Not only do Rimowas protect their valuables with ease, but the brand’s cachet signals sophistication wherever one’s journey may lead.”

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The Latest High-End Mobile Technology

“When it comes to gadgets, my clients expect only the finest Apple, Mophie or Kindle products,” Medearis said. “While price is relative for this demographic, it’s less about status and more about performance — ensuring work or play is always just a tap away, whether winging over cities or relaxing poolside. Many leading executives and creatives I’ve accompanied simply couldn’t function without intuitiveness, connectivity and power on demand.”

Be Aware: 9 American Travel Brands to Stay Away From

Upscale Toiletry Kits

“Finally, no jet-lagged socialite or busy entrepreneur feels complete without a beautifully crafted cosmetic case from the likes of Bagsmart or Anya Hindmarch,” Medearis said. “Organization is king for these globetrotting multi-taskers, and having items neatly tucked away brings peace of mind. Bonus points if the accessories themselves spark joy, reflecting individual tastes and lives lived to the fullest.”

Designer Packable Backpacks

Fashion-forward packable backpacks let wealthy travelers carry essentials hands-free in luxury style without bulk, said Stephanie Rytting, travel expert and the founder of France Adventurer , where she offers custom itinerary planning for people who wish to visit France.

“Collapsible nylon designs from labels like Dior, Gucci and Longchamp pack small but feature leather accents and cost $500-$1,200. Their lightweight versatility enhances comfortable travel.”

Weekender Bags

For wealthy travelers who prefer something they can stow in the overhead compartment when flying or neatly fit in the trunk of their car, a duffle bag won’t likely do. However, a weekender bag fits the bill.

Aidan Matthews, owner of The Old Hammam & Spa , who is attuned to the desires and preferences of his distinguished clientele, said that the wealthy often prefer to travel in style. He gave the example of an elegant weekender bag from Tom Ford, which retails for thousands of dollars. These luxury designer bags are crafted from supple leather and feature spacious compartments to accommodate all of a traveler’s essentials.

Discover More: 5 Vacation Destinations That Middle-Class Families Can’t Afford Anymore

Noise-Canceling Headphones

Matthews said that noise-canceling headphones, such as the Bose Noise-Canceling Headphones 700, which retail for around $380, are often preferred by the rich. They offer a serene and uninterrupted travel experience for those who highly value both comfort and performance from this type of gadget.

Monogrammed Leather Passport Holders

Matthews said that many wealthy people like to make a statement when they travel and choose to use a luxurious passport holder. An example, he said, is the one from Louis Vuitton, which retails for $365, is crafted from the finest leather and can be hot stamped with the traveler’s initials.

Cashmere Travel Wraps

An ordinary fleece blanket that can be bought at your favorite big-box retailer or picked up at the airport isn’t preferred by the rich. Instead, one made of cashmere is a more likely pick.

Matthews said that a cashmere travel wrap by White + Warren, which retails for $325 and up, allows wealthy travelers to wrap themselves in luxury with the sumptuously soft cashmere, ensuring warmth and comfort during their journeys.

Read Next: 10 Best US Vacation Destinations for Retirees on a Budget

Silk Sleep Masks

Although the average person would likely be fine with a cotton sleep mask for $10 or even a silk version for around $40, the rich often need an additional layer of luxury in the form of a designer emblem, such as the silk sleep mask Gucci offers, which retails for around $400, Matthews.

Customized Leather Luggage Tag Sets

Just like monogrammed leather passport holders, customized leather luggage tag sets, in various colors and emblazoned with one’s initials, are favored by the rich, Matthews said.

While a set of plastic luggage tags would do the job just as well, luxurious designer tags make a status statement and perfectly adorn the premium luggage the wealthy often opt for. Personalized luxury luggage tags can cost over $200 from companies like Lucrin.

Travel-Size Luxury Skin Care Sets

A curated selection of skin care essentials is a must for the wealthy traveler who wants to keep their skin glowing throughout their travels, Matthews said. An example he gave was from luxury skin care brand La Mer, which offers travel-size skin care items from $100-$330 each.

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Inside the World’s Rarest Experiences: Why the Rich Love Extreme Tourism

O n June 18, 2023, the submersible Titan lost contact with the outside world as it approached the wreckage of the Titanic 13,000 feet below sea level at the bottom of the North Atlantic.

Among the five people on board were ultra-rich extreme tourists who paid $250,000 each to cram into the makeshift sub and descend into the abyss.

Four days later, on June 22, an international search was called off when officials determined that Titan had imploded, killing all aboard.

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The next day, on June 23, Business Insider reported that it was unlikely that the tragedy would deter the world’s wealthy elite from paying top dollar to risk their lives for the sake of so-called “extreme tourism” — high-end, hardcore adventure travel that requires money most people will never have for experiences that most people would never want.

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Living It Up After COVID: You Have To Die of Something

The lifting of pandemic-era restrictions triggered an avalanche of cash into the extreme tourism realm as the rich lined up to part with small fortunes to experience the last remaining (mostly) unseen, untouched corners of the world and beyond.

Grand View Research reports that the extreme tourism industry was worth $322 billion in 2022 but is on pace to top $1 trillion in 2030.

Much of the enthusiasm comes from COVID itself.

Like everyone else, the rich watched helplessly as friends and loved ones died from humdrum daily tasks like trips to the grocery store or visits to the doctor’s office. Gone forever, their fortunes unspent, many rich survivors vowed to live their lives to the fullest, even if it killed them.

“More and more wealthy travelers are diving into extreme tourism because they understand how fleeting life can be,” said Frank Spitzer, CEO at Pelecanus , a luxury travel operator that specializes in upscale vacation packages in Colombia. “This mindset of embracing life’s unpredictability is pushing them to seek out thrilling adventures and extravagant getaways before change is ahead. Also, they can easily afford these extravagant expeditions, so why not?”

So, what, exactly, are these ‘extravagant expeditions’ and how much do they cost?

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The Titanic wreckage sits roughly 2.5 miles below the surface of the ocean. That’s just a short stroll compared to the journey that space tourists take when they travel up and away from Earth’s oceans to a different kind of abyss.

Axiom Space is a privately funded space infrastructure corporation that flies missions to the International Space Station and its own Axiom Station. It offers so-called “private astronauts” the chance to visit space and view their home planet from the emptiness of the final frontier. 

The company states, “Missions with Axiom include 17 weeks of expert training at space agency facilities that only a privileged few get to see. Training prepares the participant as an astronaut, develops a deep camaraderie with fellow astronauts and truly inaugurates one as a member of the exclusive space traveler family.”

Understandably, none of that comes cheap. Axiom Space doesn’t disclose the per-person cost of its private astronaut program, but Space.com estimates each seat sells for roughly $55 million.

Jet-Setting, Redefined

Some people would rather see the world than float above it — and they might not have eight figures to plunk down even if they did. For them, extreme tourism involves cramming as many experiences in as short a time with as much luxury as humanly possible.

Companies like Abercrombie & Kent organize mind-boggling global private jet tours like Around the World with Geoffrey Kent. It costs $185,000 per person — but think of what you get for the money.

The excursion takes place over 26 days, and in less than a month, the rich will receive insider access to local spots that regular tourists can’t visit in Japan, India, Malta, Senegal, Saint Helena, Uruguay, Easter Island and French Polynesia.

Their tour bus is a chartered Boeing 747 with full lie-down first-class seating, a dedicated staff and a chef. Wherever the passengers go, a valet, concierge, guide and luggage handler follow.

They probably won’t risk their lives, but they will experience the most extreme and expensive globe-trotting that money can buy.

Pursuing Extreme Animals and Environments

Another mainstay of extreme tourism is, naturally, the pursuit of the extreme — extreme wildlife, extreme environments, extreme weather, etc.

For example, Abercrombie & Kent — just one of several ultra-luxe extreme travel providers — offers the following packages that allow the rich to pursue the planet’s wildest side in style:

• North Pole Expedition Cruise: From $47,995 per person
• Arctic Cruise Adventure — In Search of Polar Bears: From $20,495 per person
• Kenya and Tanzania Wildlife Safari: From $11,995 per person
• Climb Kilimanjaro — Summiting the Machame Route: From $8,495 per person
• The Great Migration Safari in Style: From $19,795
• Galapagos Wildlife Adventure: From $11,495 per person
• Patagonia, the Last Wilderness: From $11,495 per person

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Inside Richard Branson’s Private Island Paradise of  Lagoons, Lemurs, and Wind Turbines

By Shannon McMahon

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Pulling up to the red boat slip under a fiery sunset, no one in the boat was looking at the vivid pinks of the Caribbean sky. Instead, our eyes were on the towering hilltop ahead of us, with its wind turbines and precarious Balinese-style treehouses. Night was falling, and glowing ambient lights flickered on as if by magic to light up a maze of jungle-nestled villas and dirt paths. A man in well-tailored dress pants, a button-down, and loafers emerged; not the billionaire we’d come for, but one of the many trusted Sir Richard Branson whisperers in a staff of 134 we'd encounter over the next few days. “Welcome to Necker,” Eddie beamed.

I arrived at Necker Island under the cover of night and in a fog of disbelief. Whizzing in a golf cart through the thick bushes and past a two-deep clay tennis court, the sounds of an evening tennis match penetrated the near-darkness: “There’s Richard,” Eddie said with a half wave—a clearing in the trees revealing a six-foot-tall man with a wild mane of white hair raising his tennis racket mid-serve. Moments later, at my shared five-bedroom, three-villa complex called Bali High, Eddie pointed out a well stocked pool-deck bar area before moving on to the enclosed rooms—one of which I recognized from an MTV Cribs episode in which Mariah Carey showed off the suite. “If you wanna throw a party, the only person who’s going to be bothered is this central one,” Eddie laughed. The roar of the waves just below us made it clear we’d have the sound lulling us to sleep each night.

“Ok, so it’s a bachelor pad,” I reasoned to myself as I fell asleep that night with many preconceived notions still strong, having only seen a small slice of an island well-documented for its lemurs, swim-up bars, and celebrity guests. Waking up the next morning for a hike up to the wind turbines with one of the island’s engineers—and over the course of conversations with Branson himself over the next few days—I’d find out just how wrong I was about that.

Necker Island's Great House (at top)—which burned down in 2011—is a short walk from the Bali High villa (at bottom)

The cliff-face bedroom of Bali High that the writer slept in, decorated with trinkets and hand-carved Balinese decor.

A self-sustaining paradise found

It should maybe come as no surprise that environmentalism is front of mind for a 73-year-old who has ambitions in commercial space tourism and owns hospitality properties all over the globe —but the rise of certain 21st-century billionaires in a modern space race may fog the perception people have of someone like Branson. Necker Island, once a flat, scrubby cay bought for $120,000 in the 1970s, is actually something of a testament to his life’s work in sustainability—but equally, it holds a mirror to both the sustainability advancements and issues of our lifetime.

The lush hills, sunken lagoons, and beachfront watersports and pool pavilions at Necker give way to fields of solar panels, three 120-foot wind turbines, and an underground sewage irrigation that grows much of the produce in a garden behind Branson’s private villa (the Virgin CEO lives on the island much of the year). Today, Necker Island is powered by wind (40%), solar (30%), and diesel (30%), with all of its water and electricity processed on-island. It is hoped that Necker will achieve full, daily carbon neutrality in the near future—and produce enough extra power to make other islands in its periphery self-sustaining, too. Perhaps even more impressive, everything here has been rebuilt, first (in part) when the main Great House was leveled by a 2011 fire, and again in 2017 after Hurricane Irma—a storm that devastated much of the British Virgin Islands.

The flamingo lagoons on Necker are also home to native ducks and red ibises

Tennis courts abut the island's beachfront as well as the lemur and parrot enclosures

Branson speaks wearily of those fits and starts when I ask him what's next for Virgin: The island and the broader BVI's recovery had demanded much of his attention the past several years. But now, he said, he can “finally” focus more squarely on his sustainability ventures, and most recently unveiled an initiative dubbed Planetary Guardians . The program unites scientists monitoring global climate change to biannually audit nine key climate change markers across sectors, from biodiversity to water use to chemical pollution.

“Is the world going the right direction, is it not going the right direction, and how much have [we] gone off path?” Branson said in an informal sit-down in his living room. “Because, basically, if you can't monitor these things, you're not going to be able to deal with it, so in the future we need to be very clear how the [markers] are progressing.”

Branson champions tourism as a realm that can and should power conservation—not hinder it. Here on Necker, for instance, the endangered lemurs and giant tortoises that wander the island and attract visitors may seem like something of an ornamental exercise in one man’s ego, but in fact make up a forward-looking effort to repopulate endangered animal populations that could one day go extinct in their original habitats. Branson credits environmentalists, like Rob Stewart of the Sharkwater Foundation that he partnered with to successfully abolish shark finning in the BVI, with challenging him to take on endangered populations and hire wildlife specialists. Today the lemur and tortoise programs on Necker have successfully had both species reproduce on Necker—the only place in the world outside of Madagascar and the Seychelles where the animals breed. The benefit to guests, of course, is running into these majestic creatures all around the island; an encounter with the gentle lemurs—who will eat from your hand and climb atop your shoulder for a ride—really captures the magic of this endeavor.

Around 70 percent of the species living on Necker Island have faced endangerment, including the island's trademark lemurs.

A cautionary tale of how far we’ve come—and can go

While Necker tends to be a place where people love to talk about the past—who’s stayed here (from Princess Diana to the Obamas), how it was built and rebuilt—Branson and his team talk more about the future these days, relieved to be in a phase of onward-and-upward planning toward complete self-sustainability. The challenge is to get to consistent carbon neutrality by harnessing enough wind and solar energy—sometimes a challenge on windless days, and with the current limitations of solar power . Necker has also begun sharing its solutions and resources with partner islands, like nearby Virgin Gorda, through new development that will benefit the entire area. “We're actually talking to the government about putting solar and wind up on Virgin Gorda so that you can then run a cable to other islands to get that clean energy,” Branson says.

CNT Editors

Hannah Towey

Necker’s origin story goes that Branson could hardly afford the $120,000 island in 1976, but bought it anyway to impress his now-wife, Joan. Today, 48 years later, Branson has been to space , raised billions in non-profit philanthropy , chartered a zero-emissions biofuel plane powered by sugar and waste , and is laying the groundwork for a carbon-neutral future in his very own corner of the Caribbean. The business magnate has come a long way from his first ventures: running a student magazine in England and creating the record label that catapulted the Spice Girls to fame.

But even if you didn’t know about any of those greater-good accomplishments, Necker is something to be marveled at. Its sustainability efforts—alongside his charity work —will no doubt be Branson's swan song. Landing on Necker Island for a few nights is what I imagine is the closest real-world scenario to getting inside Willy Wonka's factory: a glimpse into the inner workings of one of the world's greatest minds, personified by a bubble of innovation that offers a sightline into a sustainable future.

Necker Island, which has historically only been available for whole-island buyouts, recently opened to individual bookings. Next year's dates for individual bookings are available here .

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11 Luxury Travel Accessories Rich People Always Buy

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For every luxurious travel item, there’s a serviceable counterpart that will get the job done, but wealthy people often prefer the luxurious to the ordinary. 

The rich may be motivated to spend lavishly on luxury travel accessories due to their desire for social status and recognition, or they may feel pressured to keep up with their wealthy peers. Additionally, they may simply value owning and using luxurious items. 

Whatever the reason may be, here are 11 luxury travel accessories rich people tend to buy . 

Premium Luggage

While the average person is likely fine with buying their luggage at a discount store or ordering value-priced luggage through Amazon, the wealthy often have different preferences. 

“Premium suitcase brands like Rimowa have their luggage dialed — pairing ultra-lightweight materials with personalized monogramming,” said Andy Medearis, travel expert and founder of Deals Points . “It’s no wonder the savvy jet-setters I work with favor them. Not only do Rimowas protect their valuables with ease, but the brand’s cachet signals sophistication wherever one’s journey may lead.”

The Latest High-End Mobile Technology

“When it comes to gadgets, my clients expect only the finest Apple, Mophie or Kindle products,” Medearis explained. “While price is relative for this demographic, it’s less about status and more about performance — ensuring work or play is always just a tap away, whether winging over cities or relaxing poolside. Many leading executives and creatives I’ve accompanied simply couldn’t function without intuitiveness, connectivity and power on demand.”

Upscale Toiletry Kits

“Finally, no jet-lagged socialite or busy entrepreneur feels complete without a beautifully crafted cosmetic case from the likes of Bagsmart or Anya Hindmarch,” said Medearis. “Organization is king for these globetrotting multi-taskers, and having items neatly tucked away brings peace of mind. Bonus points if the accessories themselves spark joy, reflecting individual tastes and lives lived to the fullest.”

Designer Packable Backpacks

Fashion-forward packable backpacks let wealthy travelers carry essentials hands-free in luxury style without bulk, said Stephanie Rytting, travel expert and the founder of France Adventurer , where she offers custom itinerary planning for people who wish to visit France.

“Collapsible nylon designs from labels like Dior, Gucci and Longchamp pack small but feature leather accents and cost $500-$1,200,” she explained. “Their lightweight versatility enhances comfortable travel.”

Weekender Bags

For wealthy travelers who prefer something they can stow in the overhead compartment when flying or neatly fit in the trunk of their car, a duffle bag won’t likely do. However, a weekender bag fits the bill. 

, who is attuned to the desires and preferences of his distinguished clientele, said that the wealthy often prefer to travel in style. He gave the example of an elegant weekender bag from Tom Ford, which retails for thousands of dollars. These luxury designer bags are crafted from supple leather and feature spacious compartments to accommodate all of a traveler’s essentials.

Noise-Canceling Headphones

According to Matthews, noise-canceling headphones, such as the Bose Noise-Canceling Headphones 700, which retail for around $380, are often preferred by the rich. They offer a serene and uninterrupted travel experience for those who highly value both comfort and performance from this type of gadget. 

Monogrammed Leather Passport Holders

Matthews said that many wealthy people like to make a statement when they travel and choose to use a luxurious passport holder. An example, he said, is the one from Louis Vuitton, which retails for $365, is crafted from the finest leather and can be hot stamped with the traveler’s initials. 

Cashmere Travel Wraps

An ordinary fleece blanket that can be bought at your favorite big-box retailer or picked up at the airport isn’t preferred by the rich. Instead, one made of cashmere is a more likely pick.

Matthews explained that a cashmere travel wrap by White + Warren, which retails for $325 and up, allows wealthy travelers to wrap themselves in luxury with the sumptuously soft cashmere, ensuring warmth and comfort during their journeys.

Silk Sleep Masks

Although the average person would likely be fine with a cotton sleep mask for $10 or even a silk version for around $40, the rich often need an additional layer of luxury in the form of a designer emblem, such as the silk sleep mask Gucci offers, which retails for around $400, according to Matthews.

Customized Leather Luggage Tag Sets

Just like monogrammed leather passport holders, customized leather luggage tag sets, in various colors and emblazoned with one’s initials, are favored by the rich, Matthews shared. 

While a set of plastic luggage tags would do the job just as well, luxurious designer tags make a status statement and perfectly adorn the premium luggage the wealthy often opt for. Personalized luxury luggage tags can cost over $200 from companies like Lucrin. 

Travel-Size Luxury Skin Care Sets

A curated selection of skin care essentials is a must for the wealthy traveler who wants to keep their skin glowing throughout their travels, shared Matthews. An example he gave was from luxury skin care brand La Mer, which offers travel-size skin care items from $100-$330 each.

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My new solo album is due for release on May 1, and will be available on CD here from our store and downloadable through Bandcamp. Inspired by David Hinton’s translations of T’ang dynasty Chinese poet Tu Fu, whose writing conveyed fundamental Taoist insights during a time of rebellion and chaos. “Travelers’ Cloth” refers to the fabric of vibrating creation that surrounds us, the fabric of life that sustains us, the fragility of comfort and stability. This album explores a question, What is Home? 

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Shimmering kaleidoscopic microtonal patterns, pulsating, vibrating and evolving. CD & Download, LP due in March.

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Robert Rich has helped define ambient and electronic music, with over 50 albums across five decades. Rich began building his own analog modular synthesizers in 1976, when he was 13, and later studied computer music at Stanford's CCRMA while researching lucid dreaming. Rich performs and lectures worldwide. His all-night Sleep Concerts have become legendary. ...   more

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