The most popular “old money” destinations in the world
'Old money’, also referred to as ‘quiet luxury’, is TikTok’s newest trend with over 2.5 billion views for #oldmoneyaesthetic. From Sophia Richie’s style to the show ‘Succession’, this trend exudes sophistication that is understated, subtle, and free from overt displays of wealth.
Curious about the “old money” trend, SlotTracker.com wanted to unveil which destinations have perfected the art of refinement. They analysed over 400 million Instagram hashtags to discover the most popular ‘old money’ destinations around the world.
From enchanting European cities to exotic havens in the Caribbean – Slot Tracker found that these destinations offer unparalleled experiences of luxury and exclusivity, where the allure of opulence continues to captivate travellers from across the globe.
The most popular “old money” destinations in the world
Paris named the most popular “old money” destination
SlotTracker.com can reveal that Paris is the top ‘old money’ hotspot in the world, with a mind-blowing 141,990,847 hashtags on Instagram – 15 times the number of hashtags for Bordeaux, the next French destination on our list. From its awe-inspiring architectural marvels, such as the Louvre Museum and the Eiffel Tower, to its prestigious fashion houses and haute couture boutiques lining the elegant streets, it’s no wonder the French capital ranks as number one. In Paris, luxury is not merely materialistic, it is ingrained into every aspect of the city. The number of hashtags for Paris is almost as high as the other top 13 hashtags combined (144,597,385).
Morocco takes second place, racking up over 25 million hashtags on Instagram (25,100,959). Morocco embodies vibrant culture and immense beauty, from its palatial architecture to its exquisite traditional arts, the country exudes a timeless sense of luxury. Visitors can indulge in the finest Moroccan cuisine, experience the tranquillity of luxurious desert retreats, and immerse in traditional rituals - all this contributes to a sense of refined indulgence. With over 40% more Instagram hashtags than Jamaica in third place, Morocco transports people to an era of old-world grandeur, making it an ideal choice for those seeking a taste of refined luxury.
Jamaica has landed a solid third place on our list of the most popular old money destinations, with an impressive 14,765,593 hashtags. The tropical haven in the Caribbean offers a blend of exclusive beachfront resorts with pristine beaches and crystal-clear oceans. With more than double the number of Instagram hashtags to Mykonos (6,447,387), Jamaica provides an atmosphere of refined indulgence with its rich history, world-class golf courses, and culinary delights adding to its allure.
Ranking in fourth position is the Maldives with over 12 million Instagram hashtags (12,777,931), 56% higher than 15th position, Cannes. The Maldives is known for its exclusive resorts, pristine beaches, and private water villas, offering an ideal setting for luxurious escape. The timeless natural beauty, high-end accommodations, and water-based activities further contribute to the Maldives appeal, providing a backdrop of tranquillity and sophistication.
Cannes, France is in 15th place
Cannes, nestled on the French Riviera, has landed itself a spot on our list, coming in at number 15 with over 5 million Instagram hashtags (5,597,790). With its aristocratic heritage, Cannes has long been a retreat for European elites and aristocrats, exuding a sense of old-world charm and sophistication. The city's grand mansions, passed down through generations, offer a glimpse into the opulent lifestyles of Cannes residents. Renowned for its prestigious film festival, Cannes attracts Hollywood stars and international celebrities, adding an aura of glamour and allure.
Methodology:
1. Slot Tracker sought to find the most popular “old-money” destinations worldwide.
2. They first established a comprehensive list of “old-money” hotspots across the world. To do this, the research team consulted reputable online sources [available to view on the full dataset] and conducted extensive desk research by looking into luxurious travel hotspots that tied in with ‘quiet luxury’.
3. From this an in-depth review process was undertaken to ensure the inclusion of relevant destinations. Ultimately, a list of 40 destinations across the world was collected. The locations chosen were the destinations that highlight ‘luxury travel’. From this, Dubai was removed from our ranking as this is widely considered a “new money” travel destination.
4. Each destination from the seed list was individually analyzed on Instagram, a prominent social media platform widely used for sharing photos and experiences. Experts conducted searches for each destination to determine the number of uploads and hashtags associated with them. Care was taken to account for variations, especially for destinations with multiple meanings, in order to accurately capture the data.
5. The team gathered the data on the number of hashtags for each destination. The counts were then amalgamated to calculate the total number of hashtags. This Instagram data was then used to determine the popularity of the ‘luxury’ travel destination.
6. Based on these totals, the destinations were ranked in descending order, allowing for the identification of the most popular “old-money” hotspots worldwide.
7. The information obtained from Instagram is as of June 2023 and serves as a reliable basis for determining the popularity of “old money” hotspots in the world.
