Why Rich Americans Are Ditching Fancy Hotels on Vacation
For the ultra-wealthy, the idea of roughing it is a thing of the past. Once, armies of personal assistants and private concierges made it possible for the rich to indulge in any whim, anywhere in the world. But with the rise of luxury vacation rental platforms and private club memberships, an increasing number of the ultra-wealthy are trading in their 5-star hotel stays for something more… unconventional.
The shift is partly driven by a desire for authenticity and a connection to local culture. “I used to stay at the Four Seasons, now I look for apartments in the city center or houses on the outskirts,” says billionaire entrepreneur and explorer, Richard Branson, who owns a portfolio of luxury vacation rentals.
But it’s not just about immersing oneself in local culture. Prospective billionaires, tech moguls, and moguls are also drawn to the flexibility, space, and autonomy that a private rental provides. A 10,000-square-foot mansion in Tuscany, for instance, offers more room to spread out and entertain – and the freedom to live like a sultan for the duration of their stay.
With the rise of online platforms like Tuscany’s Villa Tramonto and private club networks like Nobu, the ultra-wealthy can curate their own bespoke travel experiences, on their own terms. Villa Tramonto, for example, offers a lavish, 12-bedroom estate in the heart of the Italian countryside, complete with private vineyards, a tennis court, and an Olympic-sized swimming pool. It’s the kind of attention to detail that even the most discerning traveler demands – and gets – when they rent a property like Villa Tramonto.
Ultimately, ditching the fancy hotel is about reclaiming the traditional notion of travel: adventure, exploration, and living life on one’s own terms. The ultra-wealthy no longer require the certainties of a five-star hotel stay. Instead, they crave a connection to the unknown, the unplanned, and the untamed.
