Over the past couple of decades, we’ve seen how certain parts of the world have risen from relative obscurity – or even relative destitution and strife – to become leading luxury destinations for UHNW travelers. We’ve also seen how some have experienced an opposite trajectory, falling from grace as their exclusive appeal slipped away in favor of mass tourism, and thus rendering them less attractive to those seeking the utmost in discreet opulence and escapism.
The South of France, and the Côte d’Azur and French Riviera in particular, is that rarest of locations – a place with a truly enduring allure for the global elite, and where a sense of timeless glamor, a meticulous attention to detail and a commitment to excellence successfully combine. The result is plain to see: every year without fail, UHNW travelers and their families continue to flock to this beautiful corner of Europe, and revel in its unique offerings, its array of chic short-term rental properties overlooking the sparkling Mediterranean, its plethora of world-beating restaurants and golden beaches.
Expert insight into an UHNW travel mainstay
In order to better understand the enduring allure of the French Riviera – and to identify the many subtle changes the region has undergone, especially in a post-Covid travel sector – expert insight is required. We caught up with UHNW Insights Coterie member Jameson Farn, who has lived and worked on the Côte d’Azur for the past fifteen years, providing his UHNW clientele with exclusive access to the very best properties and experiences this part of France has to offer via his company, Experience The French Riviera.
Through savvy use of social media and a keen eye for promoting the Côte d’Azur’s most exquisite offerings to a North American UHNW clientele, Jameson’s business grew both organically and rapidly. As he explains:
“I embraced social media early with a simple goal: to showcase the Côte d’Azur from a more behind-the-scenes perspective and offer practical inspiration for travelers. I focused primarily on a North American audience. As a Canadian, I instinctively understood their expectations and could translate what the region offered into something that resonated.
While simply promoting the varying locations with articles of the French Riviera online, a few small villa owners approached me about renting their properties during the summer months. I quickly set up a business, shared their homes on my platforms, and within a short time they were fully booked for the season. Word spread, one owner told another, and then another.”
Whether instinctively or otherwise, Jameson highlights a key aspect of working with and for the UHNW, and not least when it comes to travel services: word of mouth and trusted recommendations are key. The UHNW largely operate through and within tightly-controlled networks and circles of trust; these connections and relationships aren’t easy to tap into (and nor should they be), and yet once established, they can last lifetimes and be passed down through the generations. Herein, therefore, is an important part of what has made the Côte d’Azur such an enduring desirable location for the ultra-wealthy – there’s a heritage of wealth and a legacy in place, and one which allows returning visitors and their families the reassurance of comfort, safety and enjoyment that other, ‘newer’ parts of the world would struggle to provide with such ease or confidence.
Naturally, contemporary tools such as social media have played a key role in Jameson’s business growth and success, making it simpler than ever to shout about the region’s most beautiful or fascinating properties and locations. However, it’s never exactly been a hard sell, and when asked directly about the appeal of the French Riviera to the UHNW, Jameson couldn’t be clearer.
“I just read somewhere last week that the French Riviera doesn’t need to reinvent itself. And I find that to be true. There is a natural allure of the area where summer (or any season) feels genuine and laidback, and where one feels confident enough to evolve with everything.
Alongside this, you have the scenery alongside the beautiful Mediterranean Sea to entice you, and the notable history of the region and all that helped develop it. Yes, the region has been home to scandal and controversy, but any past scandals and society stories actually end up being intriguing to people – they add to the neverending mystery of the place.”
Subtle changes and signs of the times
As anybody who works in any aspect of the travel industry – high-end or otherwise – will tell you, the pandemic brought about seismic changes that are absolutely still felt today. Jameson’s perspective on the disruption of the past few years is telling, and yet his outlook is reassuringly optimistic.
“During Covid, I spent time reading about past pandemics and how societies historically respond once restrictions are lifted. What followed on the French Riviera was textbook: a surge of pent-up energy, chaotic travel patterns, guests wanting everything at once paired with very little patience. Adapting meant offering structure, clarity, and reassurance.
This past summer was just as busy, but felt far more balanced. Guests seemed happier, more relaxed and more content to simply enjoy their time in their villas and their surrounding area. Clients are taking more time to define what they want, researching locations more carefully and arriving with clearer expectations. This ultimately makes showcasing the region even more rewarding.”
Despite this return to something resembling normality, there have been key changes in the way visitors are booking and experiencing their stays in the South of France. Driven by greater flexibility in the professional and personal lives of UHNW clients, more value being placed on experiential travel and consumption, and changes in the way exclusive rental properties are operating, the most obvious transformations have been in the length of time UHNW individuals are spending in the region – something we’ve seen as a trend in other luxury travel locations worldwide. As Jameson explains:
“When I first started with villa rentals, clients would only want to book a property for a week. However, now it seems that most clients want to book for a period of two weeks, and many of the large estates have begun to only offer two-week minimum stays, due to all the work that goes into an expansive property.
There is also an increasing number of requests for month-long stays or even four-month long stays. Clients want to have more of a reserved base to come and go from, as it’s also not unusual for guests to book a villa for a month, but then fly off to Italy or Greece for a number of days during that time. It also makes it easier for any work they may have to do in Europe if necessary.”
Meeting new demands, surpassing the highest expectations
As discussed, the appeal of the Côte d’Azur has proven to be exceptional in its longevity, but how have the expectations of UHNW visitors changed in recent years? It’s a pertinent question – we’ve seen time and time again how a new generation of travelers have quite distinct demands when it comes to their travel experiences, and how they’re often seeking to enjoy global travel in their own way and often in opposition to their predecessors. The French Riviera, at least for American UHNW visitors, seems to once again be something of an exception, according to Jameson.
“Since most of my clientele is from North America I find that visitors tend to stick with the traditional places that they and their families have always gone to, such as Saint Tropez or Cap d’Antibes. I sense for them there is safety in knowing where they are going and what to expect.”
However, part of being a trusted expert in a particular location is about meeting and exceeding all expectations, and that involves applying knowledge and one’s intuition to ensure guests are satisfied at every moment.
“I do get the more adventurous clients who want to try somewhere new, and here every seaside town or countryside area has its own character. You really have to live here to know what each spot offers, and how it adheres to the interests of a client and what they desire. I have no qualms about telling a client why they might not find a specific area suitable for their stay – I don’t want them to end up bored or upset, I want them to have the best experience for their holiday.”
One interesting evolution when it comes to travel to the South of France is that many visitors are keen to have a more ‘authentic’ experience, which often means eschewing the peak season and immersing themselves in the rhythms of local life. Again, this desire for authenticity for those traveling to the Côte d’Azur chimes with wider industry trends, and it’s led to Jameson observing another interesting shift in the way visitors are booking and enjoying their time in the region.
“The Côte d’Azur is not just for summer anymore. People are encouraged to visit year round as we get sunshine on average 300 days a year. And during the winter season, the Cote d’Azur tends to go back to the locals, so it is easier to meet those of us that live here full time and get a newer perspective on life in the area. We also have great Christmas markets, and Nice has a huge carnival in February along with places like Menton. Skiing is also available just over an hour away.”
So, where does Jameson – originally from Vancouver but now right at home on the French Riviera – spend his own downtime?
“I used to stay in Nice when I would visit the region, as it is considered the cultural and central hub of the area, but my heart is with Saint Jean Cap Ferrat. It is so naturally beautiful to me, endlessly intriguing, and wonderfully laid out while much of the history is preserved architecturally, with a million stories about the peninsula. I was privileged to live there for almost six years, and still live very close by to this day.”
Jameson Farn’s website is currently being updated to increase ease of access for his clientele. Meanwhile, he can be contacted via Instagram @experiencethefrenchriviera or via his LinkedIn.
