Hot tubs and £80 rosé: how the mud-soaked British festival got a luxury makeover - short news
Struggling industry seeks to capitalise on Gen Z’s willingness to spend on experiences and comfort
It had always been the great British festival way: greasy burgers and warm beer, retch-inducing toilets and the descent into dishevelment as roughing it takes its toll.
But a generation of festivalgoers has emerged who are willing to splash the cash to inject luxury into the experience. This summer, there are signs the under-pressure industry is ramping up its offer, from..
source: The Guardian - 17.07.2026