Travel Trend Watch: Old-School Glamour
Maximalism Over Minimalism
In culture, the restaurant world and even cinema there’s been a noticeable shift towards maximalism. The ‘clean girl aesthetic’ is out and in its place we’re seeing fashion’s embrace of opulence, cinema leaning into lavish period dramas and musicals, and the London restaurant scene rediscovering ceremony through tableside service, dessert trolleys and dining rooms designed for lingering. In fact, most of the SL lifestyle team’s trend reports this year have been based on the theme of maximalism and high glamour, from the return of the martini to decadent dining having a moment – think recent restaurant openings like The Dover, Carbone and The Park – and the resurgence of luxury train travel (but more on that later). This shift towards maximalism is also being reflected in the way people spend their downtime – notably, for affluent travellers who can afford to lean into this trend.
While ‘quiet luxury’ and pared-back design have been aspirational for some time, the shift towards ‘more is more’ is noticeable across the luxury travel industry. The pendulum has swung towards high glamour: grand interiors layered with colour and texture, itineraries shaped around ceremony and experiences that feel cinematic. Andy Brooker, travel expert at Kate & Tom’s observes: “Travellers seeking the old-school glamour vibe tend to be looking for a feeling, and the finer details rather than excess. Original architectural features, layered interiors and craftsmanship – all those features that feel timeless rather than trendy.” Emily Keogh, founder of travel PR agency Palm, agrees: “Old-school glamour is back because people are craving real escape. In an unrelentingly fast world, the new luxury is slowing down. Glamour lives in the pause: being welcomed into a lobby, taking time for a drink before dinner, dressing for the evening, feeling gently removed from everyday life. Consumers don’t want service that feels transactional or functional – it’s all about the experience.”
This shift is visible across destinations. Over in the US, places like Palm Springs and Miami, often associated with old Hollywood glamour and Slim Aarons-esque holiday snaps, have had a wave of hotel openings and restoration projects that fit this maximalist yet tasteful aesthetic – The Shelborne By Proper in Miami, for example, reopened its doors last year after a $100m facelift with a palm-framed pool, opulent dining spaces and 70s-inspired interiors. Over in New York City, Waldorf Astoria New York recently reopened following an eight-year renovation in which its original Art Deco features were carefully restored, while The Fifth Avenue Hotel had a facelift to restore its Renaissance-style palazzo building, original brick and limestone intact. Then there are newer names in the city like The Manner over in SoHo, which looks like something from the pages of Architectural Digest circa 1970 with its lacquered walls and mid-century furniture.
In Europe, Riviera icons are embracing ‘la dolce vita’ polish, while heritage trains and liners are reviving experiences associated with glamour of bygone times, like silver service and gala nights. Chris Wood, travel and hospitality expert, credits a few ultra-luxe hotels with this revival. “Flagships reset expectations and others follow,” he explains. “Raffles London at The OWO and The Dorchester’s mega renovation have brought back cinematic bars, silver service and live music, while Belmond’s Hotel Splendido in Portofino has leaned into its golden age identity with a sensitive refresh.”
Destinations Made For Glamour
Certain destinations embody glamour without needing to announce it. Lake Como, says Lucinda Faucheux, co-founder of travel agent Travel Support Circle, “captures a form of old-school glamour that feels assured rather than performative. Elegance there is built into the landscape and pace of life. Historic villas turned into hotels, gardens descending to the water and arrivals by boat create a sense of ceremony without spectacle.”
Across Europe, heritage cities and coasts are leading the revival. Chris highlights London, Paris and Venice, where storied venues and service culture make ceremony feel natural. “Places like The Ritz Paris and The Gritti Palace are hotels where architecture and ritual combine to create glamour that feels effortless,” he says. Along the Riviera, Portofino, Capri, Cannes and Monaco are once again drawing travellers with cinematic settings and grand hotel polish. Closer to home, British travellers are rediscovering heritage stays. Rachel Mumford, UK travel expert at Kayak, points to the rise of “European Historical Stays” on TikTok. “Travellers are increasingly drawn to destinations that blend heritage, elegance, and timeless charm – a trend fuelled by nostalgia and a growing fascination with the ‘olden days’. In the UK, this translates to historic manor houses, grand country estates and coastal retreats that echo bygone times.”
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Grand Interiors & Baroque Details
Design is central to this revival. There’s a renewed appetite for interiors that feel expressive and atmospheric rather than pared back. Art Deco is back on the map – read our interiors trend report here. So, it’s no surprise that naturally, travellers are gravitating towards spaces with presence – rooms defined by gold accents, sculptural lighting, lacquered finishes and deep, saturated colour. As Emily observes, today’s glamour is “visual and tactile”, shaped by polished wood, brass details and the kind of sweeping architectural gestures that instantly set a mood. It’s a return to interiors that feel crafted, characterful and indulgent.
Baroque influence is also resurfacing, particularly in heritage hotels and grand European properties. Designers are embracing the drama of scale: sculptural chandeliers, oversized mirrors, fresco‑style murals and marble bathrooms that anchor a sense of ceremony. Shared spaces are also part of the story. “Our guests are favouring properties with large entertainment spaces, like the classic drawing room in stately homes,” says Andy. “People are craving connection, and those shared, multifunctional spaces, where guests can play board games, get family and friends together, and create core memories, has become the real luxury.” These spaces aren’t about spectacle for its own sake – they’re about mood and the pleasure of stepping into a room that feels intentional.
Echoes Of Past Eras
The revival of glamour today echoes previous eras of escapism. Emily sees parallels with the previous century: “We’re seeing echoes of the 1920s and 1950s – moments when, after collective uncertainty, people turned towards escapism and elegance. This is reflected in the recent trends that sees high net worth individuals move spending from luxury consumer goods to experience-led moments that are memorable.” Co-founder of Plainsailing.com Adi Tognarelli notes that this moment recalls the mid-century jet set, but with softer edges. “The silhouettes, rituals and visual language remain, while the formality has faded. What people are really seeking is a feeling of joy, presence, and indulgence that feels human rather than performative.” Andy also agrees: “There are parallels between today and the golden age of travel, in that people are seeking enrichment through cultural, historical and educational experiences, just through a modern lens. Privacy and personal enrichment are priorities in the old-school glamour revival – it’s all about how experiences feel.”
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The Romance Of Rail
Few experiences capture glamour as vividly as train travel. Thanks to a wave of new launches, high-end train travel is having a renaissance – read more about it in our trend watch piece from last year. Chris points to the Venice Simplon Orient Express, which continues to expand its suites, and the Royal Scotsman, which has added refinement with its Dior Spa carriage. “Orient Express La Dolce Vita has brought vintage-style cabins and grand hotel on rails service across Italy,” he adds.
Emily agrees: “Experiences like Belmond’s British Pullman or Venice Simplon-Orient-Express-style routes have become cultural reference points again, even for travellers who aren’t taking those exact journeys. There’s almost a sense of a new type of ‘grand tour’ happening with routes that combine culture and sightseeing with glamour and socialising amongst peers.” Then there are experiences like Japan’s Seven Stars Train in Kyushu, Alyse Race, founder of The Invisible Tourist, points out. “The capacity is tiny – with only up to 28 guests at any time – so the experience feels intimate. It points to a more responsible version of being glamorous.”
Cruise Liners & Yachting Nostalgia
At sea, glamour is being revived through both heritage liners and private yachts. Chris highlights Cunard’s new Queen Anne – a 1,058ft ship designed to revive the golden age of ocean travel through gala nights, orchestral sail‑aways and a grand afternoon tea service that feels lifted from a bygone era. He also notes the relaunch of Crystal Cruises. Now owned by A&K Travel Group, the line has refurbished and reintroduced its flagship vessels, creating an experience that feels intimate and unmistakably glamorous. These are ships built for hundreds rather than thousands, with spacious suites, five-star service and thoughtful details that prioritise ceremony over scale. One even houses the only Nobu restaurant at sea, highlighting the shift towards curated, high‑touch luxury rather than mass‑market cruising.
Other cruise lines are shaping this return to ceremony in distinct ways. For example, “Regent Seven Seas recently updated their evening dress policy to allow refined denim and dress trainers to be worn after 6pm”, explains Connell Blackburn Green, head of product at SixStarCruises. This reflects a shift away from rigid formality while still honouring the ritual of dressing for dinner. Cunard, by contrast, continues to champion traditional elegance, with dinner jackets, evening gowns and white‑glove afternoon tea, creating moments that feel celebratory. As Connell notes, today’s true luxury cruisers “aren’t seeking overconsumption or excess – they value atmosphere, ritual and experiences that feel grounding.” Longer itineraries, more overnights and time to explore ashore all feed into this desire for immersion.
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Inspired? Here are 5 places where you can experience the return of ceremony and grandeur…
THE RIVIERA ESCAPE: Capri, Italy
Capri remains the Riviera fantasy made real – a place where glamour is woven into the rhythm of daily life. Arrive by boat and the island reveals itself slowly: limestone cliffs, striped loungers, linen‑clad waiters carrying silver trays of iced espresso. Book in for a few nights at JK Place Capri, where terraces overlook the Tyrrhenian Sea and evenings begin with a perfectly made martini in a candlelit bar. Days unfold through long lunches at Da Paolino, swims off hidden coves and unhurried strolls through the Piazzetta.
Visit JKPLACES.COM
THE MAXIMALIST NEWCOMER: The Hedges Inn, East Hampton
The Hedges Inn will reopen in May after a full restoration. Andrew and Sarah Wetenhall – the couple behind the seriously glam revival of The Colony Hotel in Palm Beach – are bringing the same warmth, polish and sense of place to this historic 13‑room inn, originally built in 1873. Interiors are being reimagined by David Netto, whose layered, expressive style promises a fresh take on East Hampton elegance. A major draw will be Swifty’s, the NYC institution reborn at The Colony and now opening its first Hamptons outpost. With indoor and garden seating for around 100 guests, it will serve classic American dishes in a relaxed, sunlit setting that captures the easy glamour of summer on the East Coast.
Visit THEHEDGESEASTHAMPTON.COM
THE FLOATING TRIP: Crystal Serenity
For travellers seeking glamour at sea, Crystal Serenity delivers it with quiet confidence. Recently relaunched under A&K Travel Group, the ship feels intimate and refined, with spacious suites, attentive service and a design language that favours warm light and sculptural materials. Dining is a highlight, especially at Umi Uma, the only Nobu restaurant at sea. Days unfold through unhurried breakfasts, time on deck and elegant evenings that echo the golden age of ocean travel without feeling constrained.
Visit CRYSTALCRUISES.COM
THE GRAND HOTEL: Villa d’Este, Lake Como
Few European hotels embody grandeur like Villa d’Este. Set on the shores of Lake Como, it’s a masterclass in old‑world elegance: frescoed ceilings, silk‑draped rooms, manicured gardens and a floating pool that has become an icon in its own right. Service is discreet yet polished, with staff who understand the choreography of a stay – the pause before pouring champagne, the quiet theatre of dinner in the Veranda. Evenings begin with the soft glow of lake light and end with live piano drifting through the bar.
Visit VILLADESTE.COM
THE LONDON SPOT: Claridge’s
Claridge’s remains London’s great temple of ceremony. Its Art Deco lines, black‑and‑white marble floors and Lalique‑lit corridors create a sense of occasion from the moment you step inside. Of course, afternoon tea here remains a ritual – white linen, silver teapots, pastries arranged with jeweller‑level precision – a piece of theatre the hotel has perfected over generations. Yet Claridge’s never feels stuck in time. Its commitment to staying relevant, from thoughtful seasonal pop‑ups to the soon‑to‑open Claridge’s Bakery, keeps the experience fresh for modern guests. Pair that with gorgeous rooms and suites, and the kind of service most luxury hotels in the capital aspire to, and you can see why it’s the best of the best.
Visit CLARIDGES.CO.UK
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