Megève: The Alpine Haven for the Mega-Rich
Nestled 1,400 metres up in the French Alps, with the majestic Mont Blanc as its backdrop, lies Megève – a ski resort that might not boast the fame of Tignes or Val d'Isère, but has carved out a reputation as the ultimate playground for billionaires and French aristocracy. This village of just 3,000 residents offers a glimpse into a world where extravagance is the norm, and ordinary price tags simply don't apply.
A Resort Built on Wealth and Exclusivity
The story of Megève's transformation from a tiny rural settlement to a luxury hotspot dates back to the late 1910s, when Noémie de Rothschild – weary of encountering German arms dealers in Switzerland's Saint Moritz – decided to put this Alpine gem on the map. Over the past century, the resort has evolved dramatically, with dozens of ski lifts now crisscrossing 400 kilometres of interconnected pistes, Michelin-starred chefs establishing culinary outposts, and high-end hotels that rival any mountain retreat globally.
What sets Megève apart is its unique clientele. During the peak winter months of December, January, and February, a significant portion of visitors don't even ski. Instead, they come to see and be seen, indulging in the resort's dry land-based pleasures and extravagant social scene.
Where Luxury Meets the Slopes
Strolling through Megève's cobbled streets feels like walking through an open-air luxury mall. High-fashion brands like Dior, Hermès, and Rolex dominate the storefronts, where a single white ski-suit – complete with diamanté-encrusted labels – can cost an average month's salary. The resort's 1,400 kilometres of pistes cater to all abilities, from gentle green runs to challenging black slopes, yet many visitors prefer alternative pursuits.
One of the biggest attractions remains the horse-drawn carriages that clip-clop through the old town's streets, adding to the fairytale atmosphere. Meanwhile, at the summit of the telecabins, a steak restaurant offers Wagyu beef at £110 for just 250 grams – roughly the weight of a large apple.
The Staggering Cost of Alpine Indulgence
The price points in Megève quickly bring reality into sharp focus. During a visit, a simple bottle of water and a hot chocolate cost £9, while a 500ml bottle of Brooklyn IPA carried a price tag of €17 (£14.70). Visitors quickly learn to adapt, with many resorting to making sandwiches from hotel breakfast buffets to avoid astronomical lunch bills.
The extravagance extends beyond individual purchases. British professionals on work mountain retreats were overheard debating whether they could expense a €5,000 club table, highlighting the casual attitude towards spending that permeates the resort.
The Broader Context of Skiing's Rising Costs
While Megève represents the extreme end of ski resort pricing, it exists within a broader trend of escalating costs across European skiing destinations. Since 2005, the average price of a day pass at 100 of Europe's top resorts has increased by 92.6% – nearly doubling in just two decades. More recently, a study revealed that skiing costs in Europe have risen 34.8% above inflation since 2015, with Swiss, Austrian, and Italian resorts leading the price hikes.
In Italy specifically, consumer watchdog Assoutenti has declared this season's cost increases "completely unjustified," with pass prices for slopes from the Dolomites to the Apennines set to jump 40% compared to 2021 levels.
The Enduring Appeal of Alpine Escapes
Despite the eye-watering prices, skiing maintains its allure for those who can afford it. The physical thrill of carving through fresh powder, combined with breathtaking mountain views and the opportunity to experience different worlds, continues to draw visitors. Megève, which recently hosted Emily in Paris for a special Alpine episode, perfectly encapsulates this dual appeal – offering both exceptional skiing and a window into an exclusive lifestyle.
For those planning a visit to this billionaire's playground, the advice is simple: enjoy the unparalleled beauty and excitement, but keep a firm grip on your wallet. In Megève, luxury comes with a price tag that matches its exclusive reputation.
