What the super rich really wants this summer

The world of luxury came for me for the first time in 2015.

“Sarah, can you find five tickets for Tina the Musical, organize a river cruise for the children and get a key to the house cut?” Yes I can.

After six years in the role in the Savoy, I moved to Dorchester and between these two iconic real estate, since then since the extravagance of guest and the unbridled clever was filled.

I will never forget the international guests who have traveled to London with the sole purpose of buying their food in Harrods before they got to their private aircraft a few days later and returned home with their transport (think of steak and all pie, cheese wheels and sausage rolls). Or those who have commissioned us to recreate the hotel’s breakfast, lunch and evening menu for a transatlantic flight, including menus and flowers, which replace exactly those of the restaurant, so that they could be enjoyed at 35,000 ft.

We were also asked to find a full-time wardrobe manager for a guest who needed someone who glazes their extensive collection of clothing in her house in La and takes over the family’s laundry.

Unnecessary to mention that my eyes were really open to the needs and wishes and must be open with high and ultra -high net wealth. And I loved it.

It is another world. I found the attention to detail of five-star hotels, and the long-term teams will go to ensure that guests inspire an extraordinary stay. It taught me how high the expectations of my future customers’ services would look for and expected when I launched my personal private PA consulting, Lane.

And summer is the season that we are waiting for in my industry all year round.

For most, it corresponds to their two -week escape from the office and the weekends were busy with grills and beer gardens. Summer look a little different for the rich. It is the season for pure enjoyment and sophisticated experiences.

This year, superyachts for the summer shoots for this urgently needed, uninterrupted escape and time were great of the pressure and requirements of reality. Unless they are Jeff Bezos, who organized a foam party before the wedding at his superyacht in Venice. It is the opposite of the calm luxury approach, but sometimes you have to do what you have to do.

Imagine the Heatwave, but on a 100 -M yacht in the French Riviera with a fully equipped and occupied bar and a gym with pelotons to the outside world, you can also enjoy the sea breeze during the most strenuous training sessions. Or yacht only booked for the day for you and your inner circle with a helicopter landing area on board, so that all after -trains do not miss the fun.

It is also disappointed on solid ground on the agenda of the ultra -hole assets this summer. Think of a remote villa with 10 bedrooms in Ibiza for six weeks, but only make sure that it has a special spa because the party’s fatigue is heavy and two weekly massages are not negotiable. It must also be animal -friendly. Which of course means, the flight to IBZ must also allow your fluffy friend in the cabin. It is really about holistic well -being and slowing down this summer.

Like Labubu, Padel has his moment in the spotlight. People are obsessed and try to combine their love of sport with true luxury guest friendship. If you wonder what old money looks like in 2025, it is Adare Manor in County Limerick.

Adare Manor is the home of a flawless 18-hole golf course in which the Ryder Cup will take place in 2027Present A restaurant restaurant in Michelin -Stern and maybe especially a Padel Courts in the Padel Club. The Holy Trinity.

And although Ireland is not known for its sunshine, it is known for its golf courses-a further preferred pastime of the extremely high net assets in a really loved goal for the rich, especially those who are in the USA.

Trends come and go. What is in fashion today is out tomorrow. But on the last Sunday of the tournament, Wimbledon, Center Court, is never out of fashion. The social event number one of the summer. The championships have something else with which other Grand Slams simply cannot compete, not even approximately, and the request for these tickets is huge every year.

With Wimbledon everything is in planning. Tickets for private suites are not necessarily hard To get – but if you want you, you will bring a few thousand per person back. The panic begins when people leave it too late. Suddenly it logs in frenzie and asks every contact associated with tennis that you have ever met when you work wonders and receive tickets. As always, the key is the timing.

Our customers in Lane plan months in advance to ensure that they are exactly where they should be: in the front and at the center and at the center of one of the largest sporting events of the year.

It is an opportunity to see size on the square and to be surrounded by him, in a private suite, only a few moments of the campaign in which you can enjoy a menu created and prepared by an award -winning cook. It is simply not an option to choose with a little less.

But when I had to summarize what the ultra -hub wished this summer and every day of every season, it is ease. You want everything to be done and dealt with. They want to be looked after so that their preferences are known and remembered and do not deal with the details that they do not have to deal with.

The real luxury of the rich comes with knowing that every detail is managed and expected that their time and peace of mind will be appreciated and that they have a reliable, trustworthy, on the Ballpa in their corner that really takes care of doing it right.

Sarah is the founder of Lane, an exclusive personal private PA consultation for the High and Ultrahohe. Lane.london