A campaign launched by VisitBritain in 2017 puts a familiar face at the heart of tourism in the UK – Paddington Bear. As holiday-makers increasingly seek out experiences, some are finding inspiration in their favourite films and shows. But why do we want to act out the movies on our vacations?

The UK may currently feel like a nation divided, but they can at least agree on one thing – their love of broadcaster and national treasure Sir David Attenborough. The Planet Earth presenter is almost universally admired, with young Brits comprising his biggest fans.

Fancy mansions, personal yachts and exquisite dining are likely to spring to mind when considering the lifestyles of the super-rich. But Montauk Shores, a trailer park in the Hamptons, has become a hotspot for nostaglic UNHWIs looking to slum it for the romantic, retro feel.

Flying by private jet to your own island, joining a ‘circuit’ of celebrity-filled events and chartering a superyacht – the life of an Ultra High Net Worth Individual is the stuff of dreams. But how do they actually spend their time and wealth? And how can brands engage these big spenders?