Exploiting the luxury travel trend in the fairy tale world

In recent years, visitors have been interested in experiencing the real world in the castles of England and Ireland. This is a new tourism trend that some European countries are catching on to meet the growing global demand.

At Ashford Castle in County Mayo, Ireland, guests can enjoy luxurious accommodations in a place with 800 years of history. (Photo: Shutterstock)

Bridgerton social media has recently recorded an increase in demand for castle stays in countries like Scotland and Ireland.

Inspired by popular historical dramas and social media, heritage tourism is becoming a trend these days. International tourists now often want to experience life in majestic fairy-tale castles in Europe.

This form of accommodation is becoming popular and offers visitors a different feel than traditional hotels or private bungalows.

In addition, castles, especially in the UK and Ireland, are now also promoting the preservation of historical monuments. These countries often increase the responsibility of restoration and renovation into luxury hotels or guest houses for tourists.

Why are castles so popular? What's behind the trend? And what should travelers know about staying at these historic sites?

There are many reasons why people want to stay at historic castles, rather than traditional hotels, especially in destinations like the UK.

Instead of watching a historical drama and traveling meaningfully about heritage, tourists now want to immerse themselves in history, admire heritage architecture and enjoy peace and quiet in an isolated area, separate from city life.

Brendan Vacations, a travel company specialising in tours to the UK and Ireland, has seen a growing interest in castle stays.

By 2024, nearly 60% of bookings will involve castle experiences, including overnight stays. This year, the company also saw 70% of bookings for castle experiences, including overnight stays.

“More and more travellers are looking for authentic experiences, seeing first-hand the history and culture of a destination. From exceptional accommodation to memorable meals, travellers are looking for memorable stays in the long term,” said Catherine Reilly, Managing Director of Brendan Vacations in Ireland.

Ireland and Scotland have long conjured up images of grand estates, medieval knights and royal courts.

“Whether drawn by historical sites or period dramas, many visitors are eager to explore or even sleep overnight in castles, and experience the reality of what it is like to live like royalty,” said Catherine Reilly.

Even travel advisors are noticing this growing trend.

“I have definitely seen an increase in client demand for castle stays in recent years, particularly in Ireland,” says travel advisor Heather Grodin.

According to Mr. Grodin, customers often see castle hotels on social media, or even their favorite TV shows. From there, viewers want to experience it for themselves.

Castle tourism exploitation

Although castle stays are becoming more popular, not all are created equal.

This model falls into two categories: castle hotels, which operate like traditional hotels, and private vacation rentals, which are rented out like Vrbo (Vacation Rentals by Owner) or Airbnb.

There are a few differences. Vacation rental castles can be a great option for large groups of friends or family, special guest speaker events, or large celebrations like destination weddings. They can offer amenities that differ from a more traditional hotel experience.

Co-owners Stef Burgon and Simon Hunt have recently restored and transformed Kilmartin Castle into the fairytale Scottish retreat it is today.

The castle has its own chef, vegetable garden and local guides offering experiences ranging from foraging to archaeologist-led historical tours.

Travel advisors say social media has fueled visitors' excitement to share memorable moments, and a stay at a castle is the ideal setting for that.

Castle rentals are often quite expensive, so if you are not traveling in a large group, booking a castle hotel can be more cost-effective. Castle hotels can offer more amenities, on-site experiences, dining opportunities, and wellness treatments than vacation rentals.

Source: https://bvhttdl.gov.vn/khai-thac-xu-huong-du-lich-hang-sang-trong-the-gioi-co-tich-20250606154511614.htm