Ten of the world’s most expensive hotel suites

With private butlers, exquisite views and massive expanses, it’s no wonder these extravagant suites are some of the world’s most expensive.

By Sandra Ramani 02/09/2017

Tens of thousands of dollars may seem like a hefty rate for a single night’s stay. But when it comes to some suites, the price may be right. Take the $US50,000-per-night ($A62,750) Ty Warner Penthouse at the Four Seasons Hotel New York, for instance. The sprawling suite is a veritable palace in the sky, wrapping 360 degrees around the top floor of the I.M. Pei–designed hotel. It features such jaw-dropping amenities as a private spa with an onyx-clad chromotherapy tub, a personal fitness centre, and a Bösendorfer baby grand piano — all for just two lucky (and very wealthy) guests.

And believe it or not, the Ty Warner Penthouse isn’t the world’s most expensive suite — it’s shy of that distinction by about $US25,000 ($A31,300).

Here, we take a look at 11 penthouses, signature suites, and hotel apartments around the globe — including the world’s most expensive, located in Geneva. Featuring plush perks like chauffeured Rolls-Royces, dedicated butlers, private movie theaters, and in-room spas, these over-the-top accommodations might just be worth every penny.

The Private Apartment, Courchevel, France

Behind the fairy-tale façade of the French Alps’ Hôtel Les Airelles lie dazzling interiors inspired by Empress Elizabeth of Austria, who epitomised 19th-century Austro-Hungarian glitz and glam. Spend the night at the height of it all in the 550-square-metre penthouse Private Apartment, located on the hotel’s top floor and boasting panoramic views over the snowy peaks of the Trois Vallées.

The penthouse comes with four bedrooms — each with its own dressing room, tub, and steam shower — plus a fireplace-equipped living room, a private screening room, and a personal spa outfitted with sensory showers, an ice fountain, and a glass-walled sauna. A dedicated butler mixes cocktails at the private bar and serves guests while they soak up the stunning views on the expansive terrace or in the outdoor hot tub. One caveat: Les Airelles opens for the season on December 17, so you’ll have to wait until winter to fulfill this winter wonderland fantasy.

Chairman’s Villa Penthouse, Melbourne, Australia

It might be hard to resist the urge to run (or even bike) around the massive 38th-floor Chairman’s Villa Penthouse, spread over nearly 1020-square-metre in Melbourne’s crown jewel of a hotel, the Crown Tower. “Oversized” is the operative word here, from the armchairs and extra-large custom mattresses to the dining room with seating for 14 and the massive flat-screen television tucked behind works of art from the high-valued collection. Impeccable furnishings and a geometric, retro-inspired design help set the elegant tone, while a study, massage room, and gym ensure you’ll never want to leave. But it’s worth taking a break from all that over-the-top luxury to take advantage of the hotel’s many amenities, which include a spa, a casino, and gourmet dining from world-class names like Nobu, Heston Blumenthal, and Neil Perry.

Ty Warner Penthouse, New York City

In 1993, when renowned architect I.M. Pei built his gleaming 52-story tower on 57th Street, budgetary restrictions prevented him from creating the penthouse he had envisioned for the top floor. But when Beanie Babies billionaire Ty Warner purchased the Four Seasons Hotel New York in 1999, the sky suddenly became the limit (literally). Pei came out of retirement, along with interior designer Peter Marino and Warner himself, and spent 7 years — and about $US50 million ($A63.75 million) — crafting the award-winning, 400-square-metre space that today claims to be the most expensive one-bedroom suite in North America.

Four cantilevered glass balconies and walls of floor-to-ceiling windows put the 360-degree views front and center, while the interiors more than hold their own with details like hand-lacquered walls, a 1.2-metre-tall chandelier, bespoke fabrics, and decorative pieces picked up by Warner on his world travels. Along with the master bedroom — featuring a Thai silk canopy bed and Central Park views — there’s the master bath with an onyx-clad chromotherapy tub and steam-jet shower; a Zen Room, with indoor waterfall and South African green-granite walls; a private spa, outfitted with fitness equipment and serene lounging spaces; and an amazing library with cathedral ceilings, a skylight, a gilded bronze Lalanne chandelier, and a Bösendorfer baby grand piano.

In addition to living amid such luxury, guests enjoy such services as exclusive access to a chauffeured Rolls-Royce, a personal trainer, spa therapists, and a dedicated Guest Relations manager.

The Katara Suite, Milan, Italy

First opened in 1932, the Excelsior Hotel Gallia, a Luxury Collection Hotel has been recently reimagined by noted designer Marco Piva, who injected some contemporary elegance into the belle-époque interiors. That signature style is evident in the sumptuous Katara Royal Suite, which, at nearly 1020 square metre, is the largest in Italy. Guests arrive at the four-bedroom suite via private elevator and enjoy a spacious meeting room, private spa, and hot tub equipped with a chromotherapy shower. Of the two terraces, one offers seating for up to 12 (meals can be prepared by personal chefs in the kitchenette outfitted with French crystal and Limoges porcelain), while the other boasts a solarium. Enjoy 24-hour butler service and airport transfers and shopping trips in your own chauffered Maserati Quattroporte.

The Boulevard Penthouses, Las Vegas

Leave it to Sin City to top even the most expensive suite with a collection of mysterious penthouses that aren’t just unlisted — they’re by invitation only. Of course, that secret price tag only makes these accommodations even more alluring, as does their location on the top four floors of the Boulevard Tower. Created by a trio of fabulous designers including New York’s acclaimed guru of hospitality Adam D. Tihany, each suite comes with skyline views, soaring ceilings, notable artwork, and unique design touches like a life-size Pegasus statue, a hand-carved marble bathtub, or a human-size birdcage (complete with swing, of course). Guests of these accommodations enjoy a host of extra perks, the most exclusive of which is access to the hotel’s new Reserve, a private gaming salon with a $US1 million ($A1.25) minimum buy-in.

While we don’t know for sure how much these spectacular suites cost per night, it’s safe to assume they trump the Cosmopolitan’s other collection of extravagant rooms, the $US25,000-per-night ($A31,300) Penthouse Suites. Located on the hotel’s 70th floor, these accommodations are pretty spectacular on their own, with private chef’s kitchens, hot tubs, and sleek Palm Springs–inspired, mid-century modern design.

Royal Penthouse Suite, Geneva, Switzerland

Gather 23 of your nearest and dearest for a stay in this 12-bedroom, 12-bathroom Swiss penthouse, one of the largest in the world and — at $US75,000 ($A94,100) per night — surely the most expensive. Take a private elevator up to the Hotel President Wilson’s top level to access the full-floor suite, whose overnight guests have included a long list of celebrities and heads of state. Along with those bedrooms and marble bathrooms (the latter outfitted with Hermès bath products), facilities include a private fitness center, a salon, a boardroom, and a security room. Providing ample entertainment throughout are a Brunswick billiards table, a Steinway grand piano, a Bang & Olufsen audio system, a rare-book library, and a 103-inch television — one of only three in the world to be available in a hotel room. You’ll also enjoy access to a helipad; the services of a private butler, chef, and assistant; and an 1,672-square-metre terrace overlooking Lake Geneva and the Alps.

The Apartment, London

There are plenty of reasons to visit London’s discreet Connaught hotel, from the new Jean-Georges at the Connaught restaurant to the city’s only Aman Spa. Our favourite reason, however, is the swanky Apartment, the property’s stunning, light-filled penthouse designed by late interior designer David Collins in a palette of bright blues and whites. Past the elegant living rooms — equipped with double-height ceilings, a wood-burning marble fireplace, and a well-stocked library — lie two bedrooms (the master with a four-poster bed), a dining room with seating for eight, and a pantry attended by your 24-hour butler. Take in views of Mayfair from the wraparound balcony, and express your inner artist by making use of the in-suite easel and art supplies. Guests in need of more space can add on a third bedroom or take the entire sixth floor to create a nine-bedroom suite.

Royal Suite, Paris

French Regency–style furnishings, beautiful antiques, and silks and damasks in rich tones of purple and red give this top City of Light suite its gilded name. Located on the fifth floor of Paris’s eight-story Hotel Plaza Athénée, the suite boasts panoramic views that stretch along Avenue Montaigne to the Eiffel Tower, plus private balconies from which to enjoy them. Inside, there are two master bedrooms (each with a sitting area) plus two additional bedrooms, four bathrooms stocked with bespoke amenities, two lavish living rooms, a separate dining room, and a kitchen. Take it all in while sipping a welcome bottle of Krug and watching one of the nine TVs (including two 85-inch Bang & Olufsen flat-screens in the master bedrooms) or relaxing in the hot tub and steam room. Suite guests also enjoy complimentary airport transfers and — particularly priceless for high-profile celebrities and heads of state — dedicated CCTV security monitoring of all entrances.

Royal Suite, Central Park

While all guests of the Ritz-Carlton New York Central Park enjoy prime views of Manhattan’s iconic green space just across the street, those who check in to the 184-square-metre Royal Suite get vistas on a whole other level — the 22nd level, to be exact. Take in panoramas all across Central Park from the living room (equipped with a telescope for a closer look), two bedrooms, and dining room, which can seat eight for a private meal. Other perks include Apery bath amenities, marble bathrooms with separate tubs and showers, soundproof windows, and Bang & Olufsen sound systems. Royal Suite guests also enjoy complimentary access to the Club Lounge, where all-day snacks and drinks and a dedicated concierge add to the leafy views.

Penthouse Suite, Sardinia, Italy

Located in Sardinia’s scenic Porto Cervo, the 100-room Hotel Cala di Volpe, a Luxury Collection Hotel is a favourite with celebrities, the international jet set, and guests looking to be part of a lively scene. When you’re done socialising, retreat to the butler-attended Penthouse Suite, where just over $US40,000 ($A50,200) per night will get you a host of cushy perks. Decorated in a colourful and whimsical fashion with nods to Sardinian artisan craft traditions, the 250-square-metre haven features three bedrooms and bathrooms (each with a hot tub), two living rooms, and a private gym, steam room, and solarium. With views of the glittering Costa Smerelda, the suite’s terraces, totaling nearly 250 square metre, include a large private swimming pool, multiple balconies, and an alfresco dining area with seating for eight — the perfect place to enjoy local dishes paired with a rare label from the suite’s dedicated wine cellar.

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How the Most Rare and Valuable Watches Are Traded Among Elite Collectors

Some of the world’s most interesting watches spend decades being traded privately before we learn about them.

By Victoria Gomelsky 10/10/2024

Before social media became the lingua franca of the watch world, there were forums. And on those forums, collectors—especially collectors of vintage Rolex—often traded timepieces amongst each other.

The advent of Instagram in the early 2010s, coupled with the explosion in interest in vintage timepieces, drew attention to this corner of the watch world, and with that attention came increased competition for the finest examples. In the case of six- and seven-figure watches, high-end dealers, like James Lamdin, founder and vice president of vintage and pre-owned watches at Analog:Shift, became trusted intermediaries, negotiating sales for pieces not once or twice but often multiple times as they made the rounds of the collector community.

“There are watches out there that may not be massively rare by reference, but are by example,” Lamdin tells Robb Report. “Tropical patina, ghosted bezel, or celebrity provenance—it’s that watch. When those watches go into a collection, usually it’s with the implicit understanding that they’re valuable and people will want them from you and will make you a profit when you sell them.”

The best dealers have built relationships with collectors around the world and often have first right of refusal when those pieces come back to market. But even still, the most coveted models can still slip through their fingers.

Eric Wind, of Wind Vintage in Palm Beach, Fla., has lost and found some of the world’s most storied watches. In 2015, when he was vice president, senior specialist at Christie’s in New York, Wind came across a “super rare” 1957 Audemars Piguet Ref. 5516 perpetual calendar that had languished in rural Florida until the nephew of the original owner consigned it to Christie’s. The first perpetual calendar wristwatch to feature a leap-year indicator, the piece was one of just nine made by Audemars Piguet in the 1950s. Wind considers it “the one in the best condition.”

He showed it to one of Christie’s better-known clients, Patrick Getreid, owner of the OAK Collection, who purchased it in 2015 for $545,000. In 2023, Getreid consigned it to Christie’s in Hong Kong. That’s when Wind decided to give the piece another shot.

Audemars Piguet perpetual calendar

“I had registered to bid on it but at the last minute, I got cold feet,” Wind continues. “It was starting kind of high compared with what Getreide had paid for it. I was bidding remotely from Florida, but when no one else is bidding, you’re kind of wondering if you’re a genius or a fool. Is there something everyone else knows that I don’t? The question was about market value. The watch ended up passing and I purchased it via private sale—or private treaty, as it’s known—after the sale. I had two clients who really wanted it. I offered it to both, but one was more ready to pull the trigger and he got it. It never saw the light of day.” That Audemars Piguet perpetual calendar, Wind says, “remains one of my top five watches on the planet.”

As he reflected on the piece’s winding journey, Wind considered his own role in its comings and goings. “It was fun to be part of the lifecycle of that watch, from when it was discovered in rural Florida and consigned to Christie’s, and then sold to a great collector, who sold it again,” he says. “I imagine it will come back to me at some point. I don’t know if it will be two years from now or 40 years.”

Another grail watch that Wind helped shepherd to a client was an exceptional Paul Newman Rolex Daytona Panda reference 2623 with a full set and a tropical dial that was sold by a small Swedish auction house just under a decade ago. “Another dealer got it,” Wind explains. “I was still at Christie’s, and I fell in love with the watch. This dealer who had it for a year then sold it to an Italian dealer, who then sold it to a collector in Asia. I was tracking the watch on Instagram and saw the collector post it. By that time, I had become a dealer.

“I made an offer to the collector to purchase it on behalf of my client,” he adds. “It had been owned by a Swedish boat captain and had been given to him by the family he worked for, the equivalent of the Rockefellers in Sweden. We had to arrange shipment to the U.S. by Malca-Amit armored transport. Whenever these high-value watches move around, you have to deal with armored shipments, customs, proper transportation, and a lot of paperwork. It takes some time but it’s well worth it.”

Both the AP perpetual calendar and Daytona were original and unpolished—“the kind of watches I look for,” Wind says. “It’s funny how watches circle around. Within the high-end watch world, we’re not talking about thousands and thousands of watches. We’re talking about a relatively small amount of great watches.”

A Rolex Daytona, Audemars Piguet perpetual calendar and Rolex Rainbow Daytona Phillips, Christie’s

Eric Ku, a high-end vintage dealer in Northern California, certainly knows the drill.

About 15 years ago, he was offered a first-of-its-kind 1996 Rolex Cosmograph Daytona “Rainbow” reference 16599 in white gold on a leather strap.

“I’ve been hunting jeweled Rolexes for a really long time, before it was a cool thing,” Ku, cofounder of the online auction site Loupe This, says. “The watch first surfaced to me around 15 years ago. It was offered to me by a dealer in the Middle East and was coming from, allegedly, a member of a royal family. At the time, the pricing was completely different than it is today. After going back and forth, I offered $130,500 and the seller wanted $136,462. I lost the watch. I was gutted. I’d been stalking the watch. But at the time, relative to the market, it didn’t make sense for me. It was a really tough time, might have been around the financial crisis. I felt confident it would come back to me, but it didn’t.

“Then, in 2012, Rolex introduced its new rainbow Daytona,” Ku says. “I had no doubt about the authenticity of the watch I’d lost out on, but seeing the new rainbow Daytona completely validated me and erased any scintilla of a doubt that I had about the watch. Fast forward a couple years: The watch was offered to me again privately, by a different person in the Middle East at a significant multiple of the original offering—let’s say in the mid six-figures. I bought it.”

In 2017, Ku sold the watch to an important collector based overseas, “a person of very high taste and connoisseurship who appreciated the rarity of that watch,” he says. The collector, by Ku’s reckoning, also appreciated the story of its journey. “Dealers and old collectors always like trading war stories,” he says. “What’s the one thing that got away and then it came back? The collector got sold on the story.”

Now, the watch is coming back to market on Nov. 8 at Phillips Geneva, where it’s being offered in a sale dedicated to neo-vintage timepieces (Reloaded: The Rebirth of Mechanical Watchmaking 1980-1999) and is estimated to fetch in excess of $5.93  million.

“It’s probably the sexiest watch of the season,” Ku says.

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Champagne Bollinger Just Released a Limited-Edition, James Bond–Inspired Bubbly

The Champagne Bollinger 007 Goldfinger Limited Edition comes with its own carrying case and glasses.

By Tori Latham 11/10/2024

When it comes to drinks, James Bond may be best associated with a martini—shaken, not stirred, of course. But the secret agent has been known to enjoy a glass or two of bubbly as well.

Champagne Bollinger has long been the Champagne of choice for Bond, and now the house is honouring that relationship with a special-edition bottle that commemorates the 60th anniversary of Goldfinger.

Whether you’re a Bond fan or a Champagne connoisseur, the $5,950 Champagne Bollinger 007 Goldfinger Limited Edition package is meant to appeal to both sensibilities.

The star of the show is the Champagne, of course: Here, Champagne Bollinger is offering a 2007 vintage Magnum, made from hand-picked grapes and aged 17 years in the house’s cellars. Spicy aromas on the nose are contrasted with notes of fruit, brioche, and honey. The Champagne has been packaged in a bespoke Globe-Trotter Air Cabin Case and comes with four Champagne Bollinger 007 glasses in which to enjoy the bubbly. Limited to just 200 individually numbered pieces, it’s a true collector’s item.

Champagne Bollinger has enjoyed a lengthy relationship with the James Bond franchise, dating back to when Roger Moore popped the first bottle in 1973’s Live and Let Die. Since then, the two have become almost inseparable, and Champagne Bollinger is proudly being served at the very first official James Bond bar, which just opened in London. If you can’t snag the limited-edition set for yourself, you can at least imbibe in a glass of the good stuff at the 007 at Burlington Arcade.

That bar and the special Champagne Bollinger package are all part of the festivities celebrating 1964’s Goldfinger. The film and Bond’s ensuing legacy have established him as one of the biggest (fictional) names in the luxury world, with his love of expensive watches, fast cars, and fine spirits.

While it’s unlikely that many of us can channel the special agent when it comes to his escapades and hijinks, we should delight in the fact that we can embrace our inner Bond by sidling up to the 007 bar or throwing back a glass of the Champagne Bollinger 007 Goldfinger Limited Edition. It’s exactly how our favorite M16 agent would want us to honour him.

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Golden Touch

Discretion is the better part of glamour at the glittering Maybourne Beverly Hills. 

By Horacio Silva 09/10/2024

Los Angeles does not want for star wattage, but for years now, the city’s hotel scene has been a little lacklustre. So news that the beloved Montage hotel has been completely redone under the Maybourne brand (the British powerhouse that operates Claridge’s, The Connaught, and Berkeley Hotels in London, and the recently opened Maybourne Riviera on the Côte d’Azur) should come as a boon to Australians looking for a new Tinseltown bolthole.

Situated within Beverly Hills’ famous Golden Triangle, just north of Wilshire Boulevard and Four Season’s Beverly Wilshire, and one block from the world-renowned luxury retailers, restaurants and celeb-spotting of Rodeo Drive, The Maybourne Beverly Hills offers a chic retreat from the designer flexing at its doorstep; a rare escape in the heart of this storied enclave that flies under the radar like a cap-wearing celeb dodging the paparazzi.

Set amid the manicured, Mediterranean-style Beverly Cañon Gardens plaza, which unfolds from the hotel’s west entrance, the new incarnation of Montage Beverly Hills (55 suites and 20 private residences, each with a balcony or patio with a courtyard or city view) still evokes the grand estates of Old Hollywood while feeling like you’re in a European mainstay.

Revealing a restrained new guestroom and suite design by Bryan O’Sullivan, a blue-chip art collection and some of the most solicitous staff in town, the Maybourne speaks in a laid-back Californian accent but still holds true to the luxury touchpoints of five-star service for which one of the world’s most exclusive neighbourhoods—and hotel brands—is known.

“It’s reassuringly British when it comes to service—it’s a culture of yes,” says Linden Pride, the Australian restaurant and bar owner behind the award-winning Caffe Dante in New York and Bobbie’s, the new speakeasy opening this month below Neil Perry’s new Song Bird restaurant in Sydney’s Double Bay (page 40). Pride should know; he lived at the Maybourne for almost a year while he and his partner, Nathalie Hudson, set up Dante, the stunning new restaurant and bar on the hotel’s ninth-floor rooftop. “Looking out from the roof onto lemon and olive trees, it’s easy to forget that you’re in Southern California, not Europe.”

Opened last year, Dante has quickly become one of the hottest reservations in town, luring in celebrities from Baz Luhrmann and Catherine Martin to the entire Real Madrid soccer team. Like its sister outposts in New York (besides the Greenwich Village original, a West Village location opened in 2020), the focus here is on non-threatening antipasti and aperitivi in a produce-driven menu of fresh familiar stalwarts, with the addition of wood-fired dishes from a giant pizza oven at the heart of the room. Just as it does in New York, a negroni cart does the rounds, and each afternoon is welcomed with a martini happy hour.

It’s all fittingly Cali-chill. The only drama in the place is a striking ceiling fresco by Los Angeles artist Abel Macias, which dominates the 146-seat room. “Nathalie and I had just been to Europe when we decided to open up here,” Pride recalls, “and the Sistine Chapel blew us away. When we saw the domed ceiling in this room it was a no-brainer.”

Dante joins a string of newcomers in the area, including New York transplants Café Boulud, Marea and Cipriani. Don’t look now, but with arrivals like the Maybourne and Dante, one of the world’s stuffiest cities—yes, Beverly Hills is its own 14.8 km² metropolis—might just be entering a new golden age.

The Maybourne

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Hibiki 40 Year Old Resets the Bar for One of Whisky’s Most Exalted Names

The legendary blender reasserts itself in the industry’s uppermost pantheon with its oldest and rarest blended release ever.

By Brad Nash 04/10/2024

Over the last decade, whiskies from Suntory’s famed Hibiki stable have gone from a top-shelf staple to the new byword for luxury in the increasingly rarefied world of Japanese whisky. As stocks of its famed age statement blends drew ever lower, the air of exclusivity around the distillery grew and grew – something that has stuck around even as the brand’s new flagship blend, Harmony, became more readily available once more.

It’s becoming clearer, however, that Hibiki still has a few exceptional tricks up its sleeves. Twenty-one and 30-year-old age statement whiskies have released in the past few years to critical acclaim, confirming that Suntory still has some particularly rarefied output yet to unveil. Now, in the brand’s boldest move yet, a 40-year-old blend is set to hit the market in extremely limited quantities, taking Hibiki’s already lofty benchmarks of rarity and lineage to new heights.

As with Hibiki’s other blends, Suntory’s Chief Blender, Shinji Fukuyo, has spent years perfecting a blend that brings some of Japan’s oldest and finest spirits into perfect harmony – achieving a smoothness and complexity that takes the brand’s hallmark qualities to a new plane. Single malts from Yamazaki, Hakushu, and Chita all feature, having been individually aged for four decades to form a true expression of the place they were made, before making their way into the final blend.

Truly a multi-generational blend, Hibiki 40 Year Old is designed not just as an expression of the skills and expertise passed down through generations of individual distillers, but that of Fukuyo’s forebears, legendary Suntory blenders Shingo and Shinjiro Torii.

The result is a final liquid rich with sweet fresh fruit, light citrus zest, and spice, supported by a luxurious undercurrent of acacia honey and dried fruit. Each crystal bottle is adorned with a mother-of-pearl inlay and decorated with a handcrafted label from Japanese washi artist Eriko Horiki.

While age statement single malts in the four- and five-decade category have become increasingly the vogue in recent years, never before has a blended whisky been attempted with such old stock—a unique challenge for its maker.

“Behind the elegance and bloom that is typical of Hibiki, there is a sense of subduedness,
like that of an old temple, and a wabi-sabi patina due to the long aging process,” says Fukuyo. “I would like people to enjoy the pure and pure aroma that has been sharpened over the years; the tranquility of old temples and storehouses and the nostalgic warm feeling that accompanies them.”

Limited to just 400 bottles, Hibiki 40 Year Old will release on October 4th, with bottles retailing at $75,000.

Australian fans of the brand will have the unique opportunity to immerse themselves in the Hibiki 40 Year Old experience, including a taste of the exalted liquid, at an exclusive event at Clare Smyth’s Oncore on October 24th, 2025. Tickets are available for $1,800 per person.

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White Lotus-ing? How Hit Films and TV Shows Are Inspiring Elite Travelers to ‘Set-Jet’ Across the Globe

It’s not just The White Lotus. Prestige TV and blockbuster films set in far-flung destinations are driving bookings like never before.

By Christopher Cameron 02/10/2024

“As seen on TV” may have lowbrow connotations, but the recent glut of award-winning shows and films set in alluring, far-flung locations is causing an unprecedented run on the world’s best hotels. Call it set-jetting: planning your vacation around a destination featured in a popular series or movie. And while romantic suites and beloved characters have gotten people on planes since the golden age of film, what has changed is how central beautiful venues have become to plots.

“The way that The White Lotus used the destination to tell the story was really unique,” says Misty Belles, an executive at the global travel-adviser network Virtuoso. It also made its settings—the Four Seasons resorts in Maui and Taormina, Sicily—nigh un-bookable. And it’s hardly the only example: “Paris wasn’t hurting for eyes, but Emily in Paris showed the city in a more playful way,” Belles notes. “And people weren’t exactly flocking to Richmond before Ted Lasso.” 

Emily in Paris’s final season jets off to Rome.
Giulia Parmigiani/Netflix

The trend is so strong that a property doesn’t even need to be connected to a show to benefit from its boom. Henley Vazquez, cofounder of the New York–based travel agency Fora, points to Bridgerton’s impact on English estate hotels.

“Heckfield Place [used to be] a hard sell,” she says of the five-star Georgian mansion in Hampshire. “Now, people are dying to go there. It wasn’t featured in Bridgerton, but it’s just that kind of place.”

Others insist on the real deal. Jennifer Schwartz, managing director of Authentic Explorations, works with one family to build trips based on the Game of Thrones universe.

Game of Thrones has inspired treks to Iceland, Northern Ireland, and beyond.
HBO

“They went out of their way in Portugal” to visit Monsanto, the setting for Dragonstone in House of the Dragon, she notes. “It’s definitely a criterion on which they choose where they want to vacation.”

For travelers who want more than simply to follow in their favorite character’s footsteps, London’s Black Tomato takes things several steps further. Since 2023, it has planned high-octane itineraries based on the James Bond franchise and works with the films’ producers, Eon Productions, to make you feel like an MI6 agent. (Some trips even offer lessons with Daniel Craig’s stunt double, Lee Morrison.)

The 007 success has inspired more such trips. “We’ve just recently launched itineraries inspired by Yellowstone and Ripley, focusing on Montana and Wyoming and Italy, respectively,” says cofounder Tom Marchant.

A still from Netflix’s The Perfect Couple, set on Nantucket.
Netflix

Still, it’s important to remember that sharp camerawork—and editing—accounts for a lot of the on-screen magic. Schwartz, of Authentic Explorations, notes that “the White Lotus hotel” in Sicily is “not super accessible, but it’s filmed as if the beach is right there.” In reality, the shore club from the show’s second season is 133 miles away. “People go to the place and they’re like, ‘You have to get in a car to go to the beach? What do you mean?’ ”

So where shouldn’t you go? Netflix’s The Perfect Couple will likely send hordes to Nantucket next summer, and The White Lotus’s third season, set on the Thai island Koh Samui, has already caused a local spike—and it’s not even on the air yet.

Bookings of Virtuoso’s properties in the region are up 38 percent since the show was announced. Luckily, Belles says, the effect doesn’t linger. “We typically see a good two-year impact on a set-jetting destination.”

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