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Brief Published: 3 Sep 2020

Bulgari London Reopens with a Staycation Focus


With many travellers unwilling to take the risk of holidaying abroad, Bulgari Hotel London is launching a wellness and family package dubbed B.Private Staycation as part of its reopening strategy. The move plays into the current demand for domestic holidays – as explored in Reimagining the Staycation

A recent survey found that 27% of UK adults were likely to go on holiday this summer – but only 6% were planning to go abroad (ONS, August 2020). Globally, Google searches for ‘staycation’ have seen a significant uptick during the summer as well. 

Chiming with this trend, B.Private Staycation will open on September 10 from £3,900 per night, offering private cinema experiences, personal in-suite shopping with British luxury department store Harvey Nichols, and in-room hair appointments. The stay also includes an in-suite ‘bubble’ (private) dinner party with Italian cuisine from Sette and craft cocktails from Nolita Social

The launch also speaks more widely of Covid-19 accelerating privacy as a form of luxury – a trend that Stylus has been tracking since our Basement Bourgeoisie report in 2017. 

For more on how brands are meeting this staycation demand, see Ikea’s Vacation Boxes Tap Long-Term Travel Planning and Soft Tourism: Travel’s Immediate Lifeline. For more on how cocooned luxury experiences will define the new high-end getaway, see Shielded Luxury: Travel for HNWIs