As summer descends upon the UK, festival culture is experiencing a remarkable transformation. Gone are the days of enduring greasy food and subpar sanitation; the latest trend sees festivalgoers opting for a taste of luxury amidst the revelry. With lavish amenities such as gourmet dining, private restrooms, and even hot tubs, the industry is keen to attract a new generation willing to invest in memorable experiences.
The Rise of Luxury at Festivals
The British festival landscape is evolving, and it’s clear that many attendees are seeking more than just music and muddy fields. Events are increasingly offering high-end options to cater to a demographic—particularly Gen Z—that prioritises experiences over material possessions.
Digby Vollrath, CEO of the catering company Togather, highlights this shift: “Millennials and Gen Z in particular are keen to spend their money on experiences. Festivals are the ultimate expression of that; it’s what they’re saving for.” This year, Togather has partnered with renowned chef Yotam Ottolenghi to launch a 65-seater restaurant at the Love Supreme jazz festival in East Sussex, offering a gourmet three-course meal for £65, paired with an £80 rosé, all of which sold out during the event.
At the Wilderness festival in Oxfordshire, attendees can indulge in a Fortnum & Mason picnic for £97.50, featuring gourmet dishes like duck liver parfait and chilli prawns. This emphasis on upscale dining reflects a broader trend as festivals strive to enhance the overall experience.
Comfort and Convenience: New Amenities
Beyond the culinary delights, festivals are also focusing on comfort. For instance, When Nature Calls offers premium facilities at popular events such as Latitude and Rewind, providing attendees with access to clean, well-appointed restrooms for around £80. These “loo lounges” include porcelain toilets that are sanitised after each use, fresh water, and even Molton Brown hand soap, all set against a backdrop of music from a resident DJ.
Wilderness festival takes this further, allowing groups to book lakeside hot tubs for £460, perfect for unwinding after a night of festivities. Additionally, boutique options like the “Summerhouse en suite for two” are available for over £5,000, showcasing a willingness to pay for a touch of luxury. “It is a mega trend,” says Vollrath. “People are treating festivals more like holidays than they did in the past.”
In terms of demographics, nearly 60% of UK Gen Z plan to attend a music festival this year, compared to 41% of the general adult population. The increasing financial power of this younger generation is notable, with reports indicating that those born in the late 1990s are earning more than previous cohorts at the same age.
The Economic Impact of Luxury Festivals
The festival industry is not just responding to consumer demand; it is also experiencing a significant economic boost. In 2022, “music tourists” contributed £11.2 billion to the UK economy, with 24.7 million fans travelling for festivals and concerts. While major events like Glastonbury and Reading dominate this figure, the rising interest in smaller, independent festivals is crucial for the overall health of the sector.
However, not all festivals are thriving. The Association of Independent Festivals reported that 43 UK events were cancelled or postponed in 2025, largely due to rising costs. While larger festivals remain popular, smaller independent ones face significant challenges as they struggle with increased artist fees and operational expenses.
The trend toward luxury experiences is seen as a potential lifeline for struggling festivals, providing a profitable avenue to enhance traditional revenue streams. Yet, this shift comes with its own risks, as evidenced by high-profile failures like the Fyre Festival. Attendees are often wary of extravagant promises that may not be fulfilled.
A New Era for Festival Culture
Even festivals traditionally rooted in accessibility are exploring luxury options. Shambala, known for its non-VIP ethos, is introducing a “sustainable luxury” concept this summer, featuring a £45 upgrade for access to eco-friendly amenities like compost toilets and a wood-fired hot tub. Co-founder Christopher Johnson acknowledges the trend, stating, “More people are looking for a bit of extra comfort,” while emphasising the importance of sustainability.
Why it Matters
The shift towards luxury at festivals signals a broader cultural change in how experiences are valued in today’s society. As younger generations prioritise memories over material goods, the festival industry is adapting to meet these expectations. This not only revitalises the sector economically but also reflects a growing desire for comfort and quality in leisure activities. As festivals continue to innovate, they may redefine what it means to gather and celebrate, blending music, culture, and luxury in ways that resonate with modern audiences.
