The New Definition of Luxury: When Quite Luxury Becomes the Ultimate Symbol of the Elite
Quiet luxury is redefining the standards of sophistication, shifting the focus to quality, sustainability, and minimalism rather than ostentatious extravagance. This emerging trend marks a transformation in the world of high-end living—where conscious refinement replaces flashy displays, becoming a new way for the elite to express their lifestyle and identity.
So, when the ultra-wealthy no longer need luxury brands to validate their status, what truly sets them apart? For the top 0.1%, luxury is no longer measured by material wealth but by exclusive experiences and rare privileges that only a select few can access. It is no longer about ownership but about curating a life enriched by meaningful experiences and a legacy of distinction.
Private Jets – The Ultimate Status Symbol of the Elite
In HBO’s acclaimed series Succession, beyond the exquisitely tailored wardrobes, the Roy family’s retreat to a secluded lakeside estate—accessible only by private jet—perfectly encapsulates the unparalleled privilege of the ultra-wealthy. Owning a private jet is not just a financial statement but a declaration of power, freedom, and time optimization—values at the core of elite lifestyles.
The appeal of private aviation extends beyond luxury; it offers absolute privacy, maximum flexibility, and unrestricted travel, privileges that commercial flights simply cannot provide. In a world where personalization reigns supreme, private jets have become the preferred mode of travel for those who prioritize efficiency and exclusivity.
For the top 0.1%, a private jet is not just a means of transportation—it is a mobile office, a private sanctuary, and a statement of refined living. Billionaires like Elon Musk, Jeff Bezos, and Bernard Arnault own Gulfstream G700 or Bombardier Global 7500 jets, each tailored to their specific tastes, featuring executive meeting spaces, five-star hotel-standard bedrooms, and exclusive relaxation areas. Every flight is more than a journey—it is a bespoke experience that embodies the very essence of luxury.
Art & Rare Collectibles – A Timeless Mark of Prestige
The value of art is not just in its multi-million-dollar price tags but in its historical, cultural, and emotional significance. For the ultra-wealthy, collecting art is a way to connect with timeless values while also turning their passion into a long-term investment. A Picasso painting, a rare sculpture, or a limited-edition Patek Philippe timepiece is more than just a prized possession—it is a reflection of one’s refined taste and visionary thinking.
But art is not limited to paintings and sculptures—fine wine collecting is another cherished pursuit among connoisseurs who appreciate the value of time. The finest bottles are judged not only by taste but also by their provenance, history, and the prestige of aging well. The amber hues and complex flavors of Bordeaux Grand Cru or Domaine de la Romanée-Conti tell stories of centuries-old craftsmanship, making them not just beverages, but living pieces of history.
Collecting art and fine wine is not just a hobby—it is a lifestyle, where every acquisition tells a story of heritage, sophistication, and an unwavering appreciation for timeless excellence.
Conquering Elite Sports – When Status is Defined by Experience
For the world’s wealthiest, luxury is no longer just about possessions—it’s about extraordinary experiences that demand skill, dedication, and access to exclusive circles. Participating in aristocratic sports is not just about competition—it is a symbol of elite status and an opportunity to build meaningful connections.
Equestrian sports, for example, are both exhilarating and financially demanding, requiring substantial investment in horse training, specialized care, and entry into prestigious competitions. The cost of owning a top-tier racehorse can run into millions of dollars, covering everything from specialized training to medical care and elite event participation. But for the ultra-wealthy, the real value lies in the thrill of the race, the prestige of ownership, and the elite connections made at world-renowned events such as Royal Ascot or the Kentucky Derby.
Similarly, yacht racing is a sport that combines elegance, luxury, and strategy, making it a favorite among global elites. Yachts are masterpieces of design and technology, offering a blend of freedom, adventure, and exclusivity. Iconic races like America’s Cup and Rolex Sydney Hobart Yacht Race attract billionaires, business tycoons, and political figures—where beyond the competition, the events serve as a platform for networking, deal-making, and forging high-profile alliances.
From horseback riding to yacht racing, elite sports are more than just pastimes—they are expressions of status, intellect, and the elite’s pursuit of perfection.
Private Island Retreats – When Quiet Luxury Becomes the Ultimate Statement
In an era where glitz and glamour are no longer the sole markers of status, the ultra-wealthy are gravitating towards bespoke experiences, ultimate privacy, and sustainable luxury. Secluded luxury resorts, surrounded by untouched nature and rich cultural heritage, have become the sanctuaries of choice for those seeking true balance and renewal.
A vacation is no longer just a getaway—it is a journey towards deeper meaning, culture, and connection with the natural world.
The raw beauty of nature is the most elusive luxury, and that is why the elite seek destinations that offer unparalleled exclusivity—places where they can experience pristine landscapes and heritage without compromise. This is why Six Senses Con Dao remains a top choice for the world’s most discerning travelers.
Nestled within a protected national park, where untouched beaches meet lush mountains, Six Senses Con Dao offers absolute seclusion for those looking to disconnect from the chaos of the world. More than just a retreat, the resort honors local traditions, offering guests a culturally immersive experience that blends luxury with authenticity.
But the elite are not just searching for a place—they are looking for experiences crafted uniquely for them. With a commitment to sustainability and mindful living, Six Senses Con Dao curates bespoke experiences tailored to each guest’s desires. Whether it’s a private beach dinner prepared by a world-class chef, a rejuvenating wellness journey at the Spa & Wellness Village, or an exclusive exploration of Con Dao’s storied past, every moment is designed to awaken the senses and elevate the soul.
The Rise of Quiet Luxury: A New Perspective on Prestige
The rise of quiet luxury is redefining what it means to be truly elite—where personalized experiences and meaningful values matter more than material excess.
For the ultra-high-net-worth individuals shaping today’s world, status is no longer about wealth alone—it is about once-in-a-lifetime experiences, legacy-defining moments, and a connection to something greater than themselves.
From private jets and fine art collections to tailor-made retreats at the world’s most exclusive resorts, luxury has evolved into a highly personal, deeply transformative pursuit.
In this new era, true prestige is not measured by what you own—but by the stories you create and the legacy you leave behind.
Media Contact:
Ms. Le Kim Thuy Trang (Kim)
Director of Marketing & Communications
Six Senses Con Dao
E trang.le@sixsenses.com
T +84 369 58 3474
ABOUT SIX SENSES CON DAO
Six Senses Con Dao is perched on a 2km golden sandy bay, overlooking the sapphire blue ocean and sheltered by a verdant forest. In appreciation of the resort’s luxurious facilities, out-of-the-ordinary services, and ongoing commitment to sustainability, Six Senses Con Dao is known as a world-class property, receiving the respected recognition of Travel + Leisure as the #1 Resort in Southeast Asia as well as one of the best hotels in the world. Condé Nast Traveller have also voted Six Senses Con Dao one of the top 20 resorts in Asia, as well as being hailed a top ecolodge by National Geographic.
Six Senses Con Dao boasts 50 luxurious pool villas, ranging from one to four bedrooms, each with its own infinity-edged pool. The resort enjoys a private and secluded setting, offering a variety of activities to entertain guests of all ages and satisfy the most discerning tastes. Two world-class restaurants and two unique bars provide memorable food and drink experiences for guests staying at the resort.
ABOUT SIX SENSES
Six Senses, part of IHG Hotels & Resorts’ luxury and lifestyle portfolio, operates 27 hotels and resorts and has signed a further 40 properties into the development pipeline.
Six Senses serves as a changemaker and maintains a leadership commitment to community, sustainability, emotional hospitality, wellness, and crafted experiences, infused with a touch of quirkiness. Whether an exquisite island resort, mountain retreat, or urban hotel, the vision remains the same: to reawaken people’s senses so they feel the purpose behind their travels and ultimately reconnect with themselves, others, and the world around them.
Six Senses Residences offers all the unique amenities of a resort life community while retaining the privacy and personal touches of a beautifully appointed private villa or apartment.
Six Senses Spas guide guests on their personal path to well-being in all resorts as well as a handful of standalone spas. The high-tech and high-touch approach goes beyond ordinary beauty treatments to offer holistic wellness, integrative medicine, and longevity.
Figures as of June 30, 2024
