UK targets wealthy tourists with luxury “fairytale” vacations

UK targets wealthy tourists with luxury "fairytale" vacations

UK targets wealthy tourists with luxury "fairytale" vacationsBritain’s national tourism agency will soon launch a major marketing campaign targeting wealthy tourists and trying to get them to spend more on luxury holidays in castles, stately homes and theatres from the UK.

VisitBritain will promote “fairytale” holidays, divided in three tiers of luxury, gold, platinum and black. The new campaign is expected to attract 10 million high net worth individuals with more than USD 1 million. The Gold holiday targets “bling luxury” lovers, Platinum the less overt travelers, and the Black is created for those who want the understated, minimal but substantial holiday, according to Reuters.

While every country has 5-star hotels, luxurious spas, designer shops and championship golf courses Britain stands out because it has the original world renowned luxury experiences and brands,” Patricia Yates, director of strategy and communications at VisitBritain, said in a statement on Tuesday.
For example, a stay at Claridge’s, shopping in Selfridges, or eighteen holes at St Andrew’s, have a cachet that can’t be found elsewhere.

VisitBritain said the new campaign which will be officially launched next year was created based on a new trend it had identified among rich travelers – their preference for dreamlike or fairytale holidays. To fulfill this desire, it will capitalize on the country’s rich history, “showing a magical side of Britain which has a powerful sense of playfulness and fantasy.”

Such a luxurious holiday could include accommodation in a stately home, with a floor-to-ceiling butterfly house. The offer also includes “seamless” holidays for those who don’t want friction, offering the possibility to live as a laird in a Scottish castle, blending your own bottle of malt whisky, playing golf on prestigious courses and being measured for a kilt.

Those keen on traditional British culture can spice their “fairytale” trip by going backstage at Shakespeare’s Globe theater in London. The dreamlike holidays are also seasoned with vintage champagne, helicopter rides, courses on shucking oysters and smoking a kipper.

To make the holiday more romantic, wealthy travelers could opt for a picnic hamper filled with afternoon tea and a ride on a steam railway. Additionally there are art, antiques and design orientated breaks with access to specialists.

Luxury travelers often want their holidays to establish their social status or kudos by giving them the chance to tell the story of how they did something new and unique or use an experience in their daily lives,” VisitBritain said.