From Marbella to Monaco: The 'New Money' vs 'Old Money' Holiday Destinations
When planning a holiday, the destination you choose can speak volumes about your tastes and status. Some locations elicit immediate admiration, while others might prompt a more muted response. Certain resorts, once elegant retreats for the wealthy elite, have seen their reputations diminish due to mass tourism. Others have always catered to a more budget-conscious crowd, prioritising convenience over charm. So, which destinations have maintained their timeless appeal, attracting only the well-heeled? And which can be labelled 'new money' hotspots, where flashy displays of wealth and influencer culture dominate? Here is our comprehensive guide.
The Holiday Hotspots That Scream 'New Money'
MARBELLA
Marbella, the sun-drenched Spanish destination, remains a perennial favourite among British holidaymakers, offering sea, sun, and competitive prices. However, mass tourism has stripped this party town of much of its authentic Spanish character, marking it as a quintessential 'new money' vacation spot. While photogenic online, its beaches are overcrowded during peak season. Traveller reviews highlight how this once-classy haven for British expats has been transformed. A recent Tripadvisor review of Puerto Banús Marina noted, "I didn't like it. Being there made me feel uncomfortable, as if everything revolved around appearance and status." The area is now synonymous with luxury cars and yachts, but many find it lacking in genuine charm.
ALGARVE
Portugal's Algarve, celebrated for its golden beaches, dramatic cliffs, and historic towns, has earned the nickname 'California of Europe'. Yet, this acclaim brings downsides: overwhelming tourist numbers, escalating prices, and a proliferation of low-budget holiday options. Albufeira, once a family-friendly resort, has become a hub for stag and hen parties, with reports of loutish behaviour. One review stated, "The prices there are crazy. Tons of English-themed restaurants. Absolute wasteland." Another lamented, "When you visit places like the Algarve it's natural to think the country has sold its soul to mass tourism." For a more authentic Portuguese experience, consider the Azores, Madeira, or city breaks in Porto or Lisbon.
COTSWOLDS
The Cotswolds, once a refuge for country lovers and celebrities escaping London, is now a billionaire hotspot, with figures like the Beckhams, Kate Moss, and Simon Cowell owning properties there. However, mass tourism has impacted its charm, making it an expensive and crowded destination. Bourton-on-the-Water, known as the 'Venice of the Cotswolds', has introduced parking charges to manage the influx of tourists, who vastly outnumber the 4,000 local residents. These measures aim to combat overtourism and preserve the region's character.
MALDIVES
The Maldives, with its vibrant waters and overwater villas, epitomises luxury. Yet, its exclusivity has waned as influencers flock there for photo opportunities, leading to gaudy displays of opulence. A week-long trip to a five-star resort can exceed £11,000, including flights, but it no longer guarantees a private, classy getaway.
BALI
Bali is experiencing a tourism boom, with around 7 million international arrivals projected for 2025, but it has also been dubbed the 'influencer capital of the world'. One traveller described it as "extremely beautiful" but "very corny," noting, "Bali felt like a very inauthentic experience... seeing more tourists than locals." The contrast between Instagram ideals and reality is stark here.
MIAMI
Miami divides opinion: some praise its Michelin-starred restaurants and Art Deco culture, while others see it as a playground for the faux wealthy. Criticisms often focus on its flashy nature, with one Tripadvisor review of Ocean Drive stating, "There are people who flaunt their possessions in obscene ways... Real genuine people make way for fake people." Crowds and loud partying, especially during Spring Break, further detract from its appeal.
PORTOFINO
Portofino, once a favourite of Elizabeth Taylor, is a picturesque Italian village on the Ligurian sea. However, overtourism has tarnished its reputation, with summer crowds overwhelming its charm. Social media posts highlight the gap between expectations and reality, placing it alongside other overtouristed Italian spots like Capri and the Amalfi Coast.
DUBAI
Dubai, the Middle East's premier luxury destination, attracts nouveau riche Brits seeking to showcase their success. Despite current regional conflicts, it remains a 'new money' hotspot, offering blue skies, five-star hotels, and theme parks. Yet, it is often criticised as gaudy and culture-free, with concerns over migrant worker treatment and reports of a sleazy underbelly, including allegations of degrading sex parties.
The Classic 'Old Money' Destinations
ST TROPEZ
St Tropez, immortalised by Brigitte Bardot in the 1950s, has evolved into an exclusive playground for celebrities like Leonardo DiCaprio and Beyoncé. It retains its charm as "the pearl of the French Riviera," with its historic Old Town offering narrow streets and pastel houses that inspire artists and photographers.
SCOTLAND
Scotland offers a refined alternative to flashy UK destinations, with historic castles and stunning scenery. Favoured by the Royals, it embodies old-school values and inherited wealth. Highlights include the Raasay Distillery on the Isle of Raasay, the Caledonian Sleeper train route, and luxury stays curated by Luxury Scotland.
THE ALPS
The Alps remain a posh skiing destination, with high costs keeping it exclusive. Verbier, in particular, attracts aristocracy and royalty, including Danish royals and Andrew Mountbatten-Windsor. Sir Richard Branson's Lodge here can be hired for private retreats, while budget-conscious skiers opt for Bulgaria, Norway, or Italy.
MONACO
Monaco, the billionaire's paradise, is synonymous with lavish lifestyles, glamorous hotels, and Michelin-starred dining. Despite its flashiness, it retains an air of 'quiet luxury' and timeless opulence, appealing to those with old money sensibilities.
THE HAMPTONS
The Hamptons, a summer retreat for New York's elite, offers proximity to the city without its chaos. Owning a home here is a status symbol, cementing its reputation as a bragging-rights capital for the wealthy.
ST BARTS
St Barts, a Caribbean millionaire haven, hosts A-listers like Jeff Bezos and Michael Jordan. However, locals complain that celebrities' gigantic yachts and an influx of the 'tacky designer crowd' have marred its exclusivity, making it more 'Instagrammy' in recent years.
MUSTIQUE
Mustique, a private island in Saint Vincent and the Grenadines, is renowned for its royal connections and privacy. Princess Margaret's villa, Les Jolies Eaux, costs £37,000 per week and attracts figures like Kate Moss and the Middletons, offering seclusion amidst tropical beauty.
JORDAN
Jordan, favoured by both the Prince and Princess of Wales and the Duke and Duchess of Sussex, combines culture with wind-blown landscapes. Petra, a UNESCO Heritage site featured in films like Indiana Jones, offers a cool, crowd-free Middle Eastern experience, devoid of Premier League footballer clans.
And the Truly Posh Opt for UK Retreats
For those with 'old money', holidays closer to home in Norfolk and the Lake District are preferred, offering magnificent scenery without tourist crowds. However, by 2026, the Lake District's outer areas risk becoming overtourism hotspots, following Cornwall and the Cotswolds, as visitors seek quieter alternatives. This shift underscores the ongoing battle between preserving exclusivity and succumbing to mass appeal in the world of luxury travel.
