Billionaire Tourism for the Super Wealthy
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Hi, this is Jeff Devine, audio engineer for the Apostrophe Podcast Network, and this is Margo.
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You're under the influence with Terry O'Reilly. You're under the influence with Terry O'Reilly.
Think Mary Poppins with a side of James Bond. These super nannies are trained at the elite Norland College in Bath, England. The college was founded in 1892. It was the first time professional childcare instructions had ever been offered. And with that, nannying as a formal occupation was born. Gaining acceptance to Norland College is difficult, as over 30% of applicants are turned away. The intense four-year course costs $29,000 per year. But graduates, or Norlanders as they're called, have their pick of nanny jobs around the world, and some can earn as much as $200,000 a year, four times the average nanny salary in the UK. While the Norland curriculum concentrates heavily on child care, nutrition, and child psychology, lessons also include gourmet cooking, advanced sewing, as well as swimming and lifeguard lessons.
The nannies are also schooled in evasive driving techniques, including skid control, driving in extreme weather, and how to quickly turn a car around in a tight space while being pursued. and they learn how to drive expensive cars with precision and grace while avoiding the paparazzi. The Norlin nannies also happen to be trained in martial arts, taekwondo specifically. They are drilled in defensive moves with a baby carriage, how to physically fend off an intruder, and how to foil kidnapping attempts. They are taught anti-terrorism and crisis evasion techniques by British military intelligence officers. While the majority of Norlin nannies are female, there are now male nannies applying. In its 130-year history, Norlin College has trained over 7,500 elite nannies.
Graduates earn a B.A. in early childhood education and care, as well as a coveted Norlin certificate. Employment is 100% guaranteed. Norland nannies are hired by high-profile employers who expect them to know how to deal with potential threats to protect their children. As a matter of fact, Prince William and Princess Kate employ a Norland nanny for their children. It's a very exclusive service, a service prized by the ultra-rich.
The world of marketing also offers an exclusive service to the ultra-rich. It's been dubbed billionaire tourism. A handful of luxury tourism companies market to the wealthy and plan unusual, unique, and sometimes extreme vacations for multimillionaires and billionaires. While most tourism is aimed at attracting the most people possible, this brand of tourism is aimed at the smallest target market possible, the fabulously rich.
You're under the influence.
You're under the influence.
Tourism advertising is one of the largest and busiest marketing categories. Millions upon millions of dollars are spent trying to lure tourists to attractions, cities, and countries. But there is another subcategory of tourism marketing that doesn't get a lot of press. This subcategory is strictly aimed at the super wealthy. Being super wealthy, defined as having a net worth of at least $40 million, and reaching up into the billionaire status, definitely has its benefits. But it also has its unique downfalls. As the song says, mo' money, mo' problems. One of those upscale problems is an elusive thing called a thrill. What do you buy for someone who has everything? What location do you send a billionaire to who has seen it all?
What trip do you recommend to someone who makes more in interest in one week than most people take home in a year? It ain't easy. That's why there are a handful of vacation companies who market their services exclusively to the ultra-wealthy. These high-end concierges have a very small client list. They are tasked with finding or planning the most unusual or unique vacations. They have to be on call seven days a week, and they must be ready to say yes to seemingly impossible requests.
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