How the British festival got a luxury makeover with hot tubs and expensive drinks

British festivals used to be known for simple food, warm beer, and basic toilets. People expected to be a bit messy and uncomfortable.

However, a new group of festival-goers wants a more comfortable and luxurious experience. This summer, festivals are offering better toilets, places to relax, fancy food, hot tubs, and even special showers to cool down.

Experts say that younger people, like those from Gen Z, prefer spending money on experiences rather than owning things. Festivals are seen as a great way to have these experiences. For example, one company offered a special restaurant with a three-course meal and expensive wine at a jazz festival.

Other festivals have upmarket dining options, like picnics with fancy food. But it’s not just about food; comfortable facilities are also becoming popular. Some companies offer private toilets that are cleaned regularly, with nice soap and warm water, to avoid the usual unpleasant experience.

For those wanting more comfort, there are options like hot tubs to relax in. Some luxury tents at festivals cost a lot of money and include private bathrooms and special spa services. These are designed to offer a calm escape from the busy festival.

This trend is especially driven by Gen Z, who often want to share their real-life experiences on social media. While many people are careful with their money due to the rising cost of living, some younger people have more money and are happy to spend it on these special festival experiences.

Many smaller festivals are finding it hard to survive because costs for staging events and paying artists are increasing. Some festivals have even been cancelled. Offering these luxury add-ons can be a way for festivals to earn more money.