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• 5 min read
• Published on 25 July 2025
View the full Basket:High-Touch Concierge
Let’s be honest, most of us live in a world of discount codes, price comparisons, and two-for-one offers. Companies fight tooth and nail for our business, slashing prices and margins to the bone. It’s a frantic, exhausting race to the bottom. But there is another world, a calmer, more rarefied place where price is almost an afterthought. I’m talking about the economy of the ultra-rich, and for an investor, I think it’s a rather fascinating place to observe.
These companies don’t sell products, not really. They sell access, status, and an almost telepathic level of personal service. Their customers aren’t worried about the next electricity bill, so their spending habits are remarkably resilient, even when the rest of the economy is tightening its belt.
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The core principle is simple. When your client has a net worth that looks more like a telephone number, their perspective on value changes entirely. A fifty-thousand-pound fee for a bespoke travel service is pocket money. This is why a company like Wynn Resorts can charge what seems to us mortals an astronomical price for a hotel room. They aren't just selling a bed for the night. They are selling an ecosystem of seamless luxury, where your every whim is anticipated before you’ve even had it.
They don’t worry about filling every room like a budget hotel chain. Instead, they focus on how much they can earn from each guest, knowing that a happy high-roller will spend far more on dining, entertainment, and gaming than a hundred bargain hunters combined. It’s a business model built on quality, not quantity, and it creates a loyalty that price cuts could never buy.
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If you want the purest example of this philosophy, look at Ferrari. The Italian automaker famously makes fewer cars than people want to buy. You don’t just walk in and purchase a Ferrari, you are invited to. You join a waiting list. You become part of a story.
To me, Ferrari isn't really in the car business, it's in the relationship business. It curates a world of exclusive events, track days, and owner gatherings that are inaccessible to outsiders. This is why its profit margins make traditional car manufacturers weep. The car is merely the ticket to entry for a very exclusive club. It’s a powerful lesson that when you sell a relationship instead of a thing, you can build a fortress around your business that competitors simply cannot breach. This principle applies across sectors, from wealth management to high-end hospitality, creating a fascinating group of companies. You can see this in thematic baskets like The Elite Service Economy, which focus on businesses that have mastered this art.
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Of course, it’s not all champagne and caviar. Investing in this upper echelon carries its own peculiar risks. These companies live and die by their reputations. A single scandal or a dip in service quality can shatter decades of trust in an instant. While their clientele might be recession-resistant, they are not recession-proof. A serious market downturn will eventually be felt, even in the most gilded of cages.
Furthermore, these businesses depend entirely on highly skilled people to deliver that "white-glove" service. Finding and training those people is expensive and difficult, and maintaining that standard across a global operation is a constant challenge. So, while the potential rewards are clear, one must approach this corner of the market with eyes wide open to its unique vulnerabilities.
View the full Basket:High-Touch Concierge
View the full Basket:High-Touch Concierge
View the full Basket:High-Touch Concierge
View the full Basket:High-Touch Concierge
View the full Basket:High-Touch Concierge
View the full Basket:High-Touch Concierge
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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