Bermuda’s luxury is spelled with a small ‘l’, and the island’s tourism chief says that’s just the way they like it. 

The British overseas territory has seen a boost in tourism from HNWI travellers over the past few years, with a recent influx in international business requiring its hospitality services to meet the expectations of the wealthier individual. The result has been increased investment in the island’s luxury offerings, which include the freshly renovated Cambridge Beaches Resort and Spa and the newly opened St. Regis, just to name a few. 

But despite its rich collection of lush properties, Bermuda is keen to stress that it is far from ostentatious. The North Atlantic island’s idyllic landscape and warm, laidback culture is its main selling point, making it the perfect spot for those who want a high-end experience without the bling. Forget Ferraris and chandeliers; Bermuda’s wealth lies in something money can’t buy. 

Quiet luxury 

Bermuda is a haven of ‘quiet luxury’, where the ‘entire destination is the resort’, Tracy Berkeley, chief executive of Bermuda Tourism Authority, tells TTG Luxury.

The high-end feeling is woven into Bermuda, which, with its pink sand beaches and turquoise waters, rivals some of the most popular destinations of the Caribbean.  

But here, showy displays of wealth are also kept to a minimum, with people of all different backgrounds mingling across the coral archipelago, she says.

“The luxury on Bermuda is understated,” Berkeley explains. “You could be at the beach and be sitting next to a multi-millionaire, but you wouldn’t know it. It really is subtle.” 

While St Regis and Rosewood are the two leading global brands on the island, there’s also a number of smaller boutique properties offering similar standards of luxury. Some of the most popular options are The Loren, which features a private beach, as well as the Fairmont-managed Hamilton Princess and the sprawling Cambridge Beaches Resort and Spa.

Easy access  

“The biggest myth I hear about Bermuda is that it’s an unattainable destination,” Berkeley says, before quickly laying out some hard facts about its proximity to the US and the UK: “Flying from New York takes only 90 minutes, while from Heathrow, it’s a six hour direct flight with British Airways.” 

This is closer to the UK than several countries in the Caribbean, she points out, such as Barbados, the Bahamas, and Jamaica, all of which are between a 9-10-hour flight from London. 

She claims that what makes Bermuda so effortlessly luxurious, however, is the generous spirit of its people and the local culture. Excitement around tourism on the island is ‘palpable’, she adds, to the point that locals are often happy to just show newcomers around themselves. “I joke that we will micro-manage your whole itinerary if you’re open to it!” she adds. 

Bermuda Tourism Authority is also keen to support the hospitality industry with the development of its Bermuda Hospitality Service Standards Certification, which provides management solutions tools and promotional benefits for participating businesses. 

Twelve months of Paradise

Bermuda’s high season is from April to September, but there’s nothing to stop tourists from visiting during the autumn and winter months. 

“We want people to experience the destination beyond the summer,” says Berkeley.  “Our high season is April to September, but we are trying to push beyond that, until the end of the year.”

She adds that, due to Bermuda’s temperate climate (the island enjoys highs of 20℃ in February), many activities can be done on the island year round, such as swimming, sightseeing and golf. “Coming in the off-season also offers you preferential rates with the hotel and it’s not as crowded,” Berkeley says.