What the Ultra-Wealthy Are Booking This Winter: A Luxury PA’s Guide

Rebecca Nicholson
3 days ago
3 min read

From discreet Highland hideaways to alpine-chic escapes and the arrival of a New York icon, luxury personal private PA Sarah Connolly reveals what her high-end clients are leaning into this A/W season — and how to channel low-key luxury with high-impact results.

Winter brings with it crisp air, Barbour jackets, the glow of turning leaves and a return to cocooning, cosy escapes. While summer was all about villas, sunshine and experiential travel, the colder months usher in a shift from showy to subtle. Quiet luxury dominates: chalets, cashmere, slow living, and family time take centre stage.

Where the Wealthy Go: Europe’s Alpine Favourites

Throughout late autumn and winter, the wealthy gravitate towards Europe’s most coveted alpine destinations. Gstaad, Val Thorens and Kitzbühel remain perennial favourites — and, just like summer’s villa season, these winter escapes come with uncompromising expectations.

Anticipatory service is non-negotiable. Many clients travel with their own staff; when that isn’t possible, only chalets with fully in-house teams make the cut.

The Non-Negotiables: What HNW Guests Expect

Luxury winter living requires a full support system. The essentials include:

Private chefs, drivers, butlers and housekeeping
Full wellness and spa facilities
Ski-in, ski-out access or direct slope proximity
Helicopter transfers for arrivals and slope-hopping
Discreet, seamless service across every touchpoint

For those who prefer hotel-style alpine living over a chalet, The Chedi Andermatt, Eriro Alpine Hide and Six Senses Kitzbühel Alps are among the most requested addresses, balancing contemporary opulence with mountain-side serenity.

London’s Latest Obsession: Carbone Arrives

Closer to home, Carbone London is officially the new obsession. The iconic Italian-American institution has travelled from New York City to Mayfair and immediately landed on every private PA’s winter reservations list.

With interiors described as “mid-century romance meets exclusivity” and a private dining suite for those who value discretion, Carbone offers hearty Italian comfort wrapped in old-world glamour. It is now a staple for clients seeking refined food, impeccable service and an atmosphere that cleverly balances buzz with privacy.

Cosy Highland Luxury: The Fife Arms

Few places embody winter’s quiet-luxury mood better than The Fife Arms in Braemar, Scotland. Whether guests pop in for lunch and a whisky at The Flying Stag or check in for a multi-day stay, the hotel’s unmatched hospitality keeps travellers returning year after year.

Family- and dog-friendly, the property offers a roster of Highland experiences — wild swimming, e-bikes, pony picnics, foraging — against a backdrop of tartans, tweeds, period wallpapers and sweeping Highland views. It is a world apart from stereotypical modern luxury, but a firm favourite for those who value discretion, subtle design and authentic heritage.

The Rise of Bespoke Christmas Styling

A standout winter trend? Full-service festive styling.

High-net-worth households are increasingly outsourcing the entire Christmas decorating experience. This includes:

Ten-foot trees dressed in heritage baubles
Door-to-door wreaths and garlands
Indoor and outdoor lighting schemes
Illuminated topiary and architectural light displays
Full installation in December and discreet removal in January

It’s no longer about simply decorating — it’s about delivering a polished, beautifully curated atmosphere while preserving the family’s time, privacy and enjoyment.

Luxury Redefined: Access Over Excess

Ultimately, wealthy clients continue to seek elevated experiences — whether from a hotel, a restaurant or a once-in-a-lifetime moment. Luxury is no longer solely defined by opulence, but by access, ease and the ability to turn the unobtainable into the effortless.

Private PAs are the quiet architects behind this reality. They elevate the everyday, transform impossibility into expectation, and ensure life operates far beyond the ordinary.

Sarah is the Founder of LANE, an exclusive personal private PA consultancy offering multitasking, perfectionist assistance on demand to high and ultra-high-net-worth individuals.