An Insider’s View on Luxury Summer Trends
As summer unfolds, our clients continue to seek a blend of timeless glamour, privacy, and exceptional experiences. While luxury travel trends evolve each year, certain destinations remain favourites among ultra-high-net-worth travellers.
The French Riviera continues to reign supreme, with Saint-Tropez and Cannes attracting those seeking iconic beach clubs such as Club 55 and La Guérite, world-class dining, and effortless Mediterranean elegance. The region’s social calendar remains unrivalled, with highlights including the Cannes Film Festival and exclusive yacht gatherings. Properties such as Airelles Saint-Tropez, Hôtel du Cap-Eden-Roc and the Carlton Cannes remain highly sought after, offering the exclusivity, prestige, and personalised service our clients have come to expect.
Major international events also play a significant role in shaping summer itineraries. From the excitement of the Monaco Grand Prix to the prestige of Wimbledon in London, many clients plan their travels around the world’s most celebrated sporting and cultural occasions. Demand is also driven by access to globally renowned concerts and entertainment events, with destinations hosting performances by artists such as Ariana Grande, Olivia Dean, Andrea Bocelli and other internationally acclaimed performers becoming key fixtures in luxury travel calendars.
This season, we are also seeing growing interest in Italy’s more discreet luxury destinations. Sardinia’s Costa Smeralda, particularly the legendary Hotel Cala di Volpe, continues to attract those seeking privacy and sophistication. Sicily is similarly experiencing increased demand, offering exceptional hospitality, rich culture, stunning coastlines, and an increasingly refined luxury offering led by properties such as San Domenico Palace, Taormina and Verdura Resort. As Millie Hodgson, Client Manager, explains: “We’re seeing more clients choose destinations such as Sardinia and Sicily over the Amalfi Coast. While the Amalfi Coast remains iconic, increasing visitor numbers have encouraged many travellers to seek a more relaxed and exclusive Mediterranean experience without compromising on luxury.”
Elsewhere, Bodrum has firmly established itself as one of the Mediterranean’s most exciting luxury hotspots. Its collection of exceptional resorts, beach clubs, and waterfront villas has attracted an international clientele looking for something fresh yet refined. Renowned venues including Scorpios, Bagatelle and Zuma have elevated the destination’s profile, while world-class properties such as Mandarin Oriental Bodrum, Maxx Royal Bodrum Resort and The Bodrum EDITION continue to attract high-profile guests from across Europe, the Middle East, and the United States. The destination’s growing programme of exclusive events, international DJ residencies and luxury brand activations has further cemented its position on the global luxury travel map.
Lake Como remains a perennial favourite, combining spectacular scenery with timeless Italian charm. The destination continues to appeal to those seeking understated elegance, with iconic hotels including Villa d’Este, Passalacqua and Grand Hotel Tremezzo providing exceptional service and lakefront exclusivity. During the summer months, private villa events, luxury automotive gatherings and intimate performances attract an international clientele. Meanwhile, Montenegro continues its rise as an emerging luxury destination, with Porto Montenegro and Portonovi leading the way through an expanding portfolio of high-end resorts, marinas, beach clubs and private residences. Luxury properties such as One&Only Portonovi and Regent Porto Montenegro are attracting sophisticated travellers seeking something beyond the traditional Mediterranean circuit.
Greece remains a staple of the luxury summer calendar thanks to its beautiful islands, exceptional beaches, and reliable sunshine. Mykonos continues to draw a fashionable international crowd to renowned beach clubs including Nammos, Scorpios and Principote, while luxury hotels such as Santa Marina, Kalesma and One&Only Aesthesis offer elevated levels of privacy and service. However, Mallorca is increasingly capturing the attention of discerning travellers, emerging as a stylish alternative that offers privacy, natural beauty and a growing collection of world-class hotels and restaurants. Properties such as Cap Rocat, Four Seasons Resort Mallorca at Formentor and Jumeirah Mallorca, together with sophisticated beach clubs including Gran Folies and Purobeach, are helping establish the island as one of Europe’s most desirable luxury summer destinations.
