Not all luxury travel is created equal.
In the world of high-end travel, there is a subtle but distinct difference between the destinations favored by “new money” and those that are the traditional playgrounds of “old money.” It is a difference in style, in atmosphere, and in the very definition of what makes a place luxurious. New money destinations are often about flash, spectacle, and being seen in the right places.
Old money destinations, on the other hand, are about privacy, tradition, and an understated, almost invisible, exclusivity.
1. New money loves Dubai, old money prefers Gstaad.
Dubai is the ultimate new money paradise, a futuristic city of superlatives that is built to impress. It is all about the biggest, the tallest, and the most expensive. The social scene revolves around flashy supercars, over-the-top brunch parties, and being seen at exclusive beach clubs. It is a city that is designed to be broadcast on Instagram, a perfect stage for conspicuous consumption, as stated at BuzzFeed.
Gstaad, the legendary Swiss alpine village, is the exact opposite. It is the capital of old-money “stealth wealth,” a place of quiet, understated luxury. The focus is on tradition, privacy, and a deep appreciation for the natural beauty of the mountains. The wealth here is immense but whispered, not shouted.
2. New money parties in Mykonos, old money relaxes on Lake Como.
The Greek island of Mykonos has become the summer party capital of the Mediterranean, a place of high-energy beach clubs, celebrity DJs, and a see-and-be-seen atmosphere that rages all night long. It is a destination that is all about the scene, the party, and the social media post. It’s a magnet for influencers, tech billionaires, and anyone looking for a glamorous and hedonistic escape, as shared by Travel Daily Media.
Lake Como, in the Italian Alps, offers a much more serene and timeless vision of luxury. It is a place of grand, historic villas, classic wooden Riva boats, and a slow-paced, elegant lifestyle. It is a destination favored by old-money families who value beauty, privacy, and tranquility over a loud party scene.
3. New money shows off in St. Barts, old money hides in Mustique.
The French Caribbean island of St. Barts is the winter playground for the new celebrity and financial elite. The harbor is packed with superyachts, the beaches are lined with paparazzi, and the social scene revolves around a handful of incredibly expensive and exclusive restaurants and clubs. It is a place where you go to be seen and to broadcast your status to the world, Wealthtender reports.
The private island of Mustique, on the other hand, is where old money and British aristocracy go to truly hide. It is a private, security-heavy enclave with a strict “no paparazzi” rule. It’s a place of understated, barefoot luxury where the goal is to be completely invisible to the outside world.
4. New money skis in Aspen, old money skis in Sun Valley.
Aspen, Colorado, is the undisputed capital of glitzy, high-fashion skiing in the United States. The town is filled with designer boutiques, high-end art galleries, and a social scene that is all about being seen in the right fur coat at the right private club. It is a favorite of Hollywood celebrities and a place where the social scene is just as important as the skiing.
Sun Valley, Idaho, on the other hand, is the original American ski resort and has a much more understated, old-money feel. It is a place that is beloved by families who have been coming for generations, like the Hemingways and the Harrimans. The focus here is on the skiing itself and a quiet, family-oriented social life, not on the glamour.
5. New money goes to Miami, old money summers in Newport.
Miami’s South Beach is a vibrant, flashy, and high-energy destination that is a magnet for new money. The culture revolves around nightlife, exclusive beach clubs, luxury condos, and a very visible display of wealth and physical beauty. It is a city that is all about the here and now, a fast-paced and glamorous scene that is constantly changing.
Newport, Rhode Island, is the historic summer home of America’s original Gilded Age industrialist families, like the Vanderbilts and the Astors. The social life here revolves around the private yacht clubs, the historic mansions that are now museums, and a deep sense of tradition and lineage. It is a place that is all about the past.
6. New money takes a suite at the Bellagio, old money has a villa in Tuscany.
For a new money traveler, the ultimate Las Vegas experience is a massive suite at a famous, five-star casino resort like the Bellagio or the Wynn. It is a statement of success, a place of incredible opulence and non-stop entertainment, all under one roof. The experience is about being at the center of the action, with access to the best shows, restaurants, and nightclubs.
The old money ideal of an Italian vacation is the opposite. It is about owning or renting a private, historic stone villa in the quiet, rolling hills of Tuscany. The luxury here is not about glitz, but about privacy, authenticity, and a deep connection to the land, the food, and the local culture.
7. New money buys a yacht in Fort Lauderdale, old money sails a sailboat in Maine.
The Fort Lauderdale International Boat Show is the largest in the world, a place where the new wealthy come to see and be seen, and to buy the latest, fastest, and most high-tech motor yachts. The culture is all about speed, size, and modern amenities. A superyacht is the ultimate symbol of having arrived, a floating palace for entertaining.
The old money sailing scene in a place like Camden, Maine, is a world apart. The focus is on classic, wooden sailboats, a deep knowledge of sailing itself, and a quiet appreciation for the sea. The social life revolves around the local yacht club, and the boats are often beautiful, historic vessels that have been in the family for generations.
8. New money flies to a private island resort, old money has their own private island.
The pinnacle of a new money vacation is a stay at an incredibly exclusive and expensive private island resort in a place like the Maldives or the Seychelles. They are paying a premium for the privacy and the impeccable service, a temporary escape to a perfect, curated paradise. It is a purchased experience of being a castaway in the most luxurious way possible.
For many old money families, the ultimate luxury is not to visit a private island, but to own one. For generations, families like the Rockefellers have had their own private compounds and islands in places like Maine or the Caribbean, a level of privacy and exclusivity that can’t be bought for a week.
9. New money joins an exclusive golf club, old money is a member of the Royal and Ancient.
For the new wealthy, a membership at a modern, incredibly exclusive, and perfectly manicured golf club, like Augusta National, is a major status symbol. These clubs are known for their pristine conditions, their modern clubhouses, and their powerful and wealthy membership rolls. It is a place to do business and to showcase your success.
The old money ideal of a golf club is a place like the Royal and Ancient Golf Club of St Andrews in Scotland, the birthplace of the game. The focus here is not on modern luxury, but on the history, the tradition, and the deep, almost spiritual connection to the game itself.
10. New money collects supercars, old money collects classic cars.
A classic sign of new money is a garage filled with the latest and most expensive supercars, like Lamborghinis and Bugattis. These cars are statements of modern engineering, speed, and wealth. They are meant to be seen and to be driven fast, a very loud and clear signal of financial success in the 21st century.
An old money car enthusiast is more likely to have a collection of classic, vintage cars, like a 1960s Aston Martin or a pre-war Bentley. Their passion is not just about speed, but about the history, the design, and the craftsmanship of the automobile. The cars are seen as works of art, not just as toys.