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Amid renewed interest in the “old money” aesthetic, following the recent weddings of Emily Mariko and Sofia Richie — and the re-emergence of shows like Gossip Girl — the hashtag #oldmoneyaesthetic has garnered over 2.5 billion views on TikTok. The new trend, also known as ‘quiet luxury’, is an aesthetic that conveys an air of timeless elegance, class, and sophistication.
But which UK location has mastered the art of subtle refinement? Intrigued, the team at Casino Hawks were keen to uncover the most popular “old money” locations in the UK, combing through over 1 million Instagram hashtags.
The most popular “old money” locations in the UK
Rank
Location
Region
Number of millionaires
in the region
Total Instagram
hashtags
1.
Windsor Castle
Berkshire
157,000
485,472
2.
Portmeirion Village
Gwynedd
12,000
245,822
3.
The Ritz Hotel
London
191,000
208,372
4.
Hampton Court Palace
Molesey
157,000
189,124
5.
Bolton Abbey
Leeds
28,000
104,194
6.
The Royal Crescent
Bath
59,000
56,693
7.
Balmoral Castle
Aberdeenshire
48,000
22,089
8.
Castle Ashby
Northampton
57,000
17,410
9.
Chatsworth Estate
Derbyshire
57,000
15,035
10.
Osbourne House
Isle of Wight
157,000
8,148
Casino Hawks can reveal that Windsor Castle, located in Berkshire, is the most popular “old money” location in the UK, boasting an impressive 484,472 hashtags on Instagram. This is almost two-thirds more (57%) than the hashtags for The Ritz Hotel in London, which has 208,372. With a rich history of being favoured by the Royal Family and the late Queen Elizabeth II, British royalty has resided at Windsor Castle since the time of William the Conqueror (1066-1087), firmly establishing it as an esteemed “old money” destination.
Although the castle itself is not open to visitors, those seeking an indulgent experience can stay in the castle’s opulent state apartments, adorned with chandeliers, exquisite furnishings, and heroic portraits from the royal art collection. Not only this, but Windsor is one of the wealthiest towns in the UK, boasting 250 multi-millionaires. Its charm, luxury, and historical significance make it an unparalleled destination for those looking to embrace quiet opulence in a setting steeped in regal heritage.
Portmeirion Village, located in Gwynedd takes the second spot with 245,822 hashtags on Instagram, surpassing the Royal Crescent in Bath by just over three-quarters (56,693). This uniquely designed village was designed by Welsh architect Sir Clough Williams-Ellis in the style of an Italian coastal village, with many of the buildings within the village listed for their architectural and historical importance by Cadw, including the Grade II* listed gardens. Beyond its architectural heritage, Portmeirion captivates visitors with two elegant hotels, self-catering cottages, a spa, various eateries, and an authentic Italian-style gelateria.
Ranking third is The Ritz Hotel, London with 208,372 hashtags on Instagram. Established by the famous hotelier César Ritz to become the epitome of luxury, the Ritz quickly gained favour among royals and the elite, ultimately receiving a prestigious Royal Warrant for Banqueting and Catering Services by His Royal Highness The Prince of Wales.
In November 2002, Her Majesty The Queen hosted a party in the Ritz Restaurant for her close family and friends to celebrate the resounding success of her Jubilee year.7 For hotel guests, the meticulously designed rooms and suites embody true opulence, featuring lavish four-poster beds, intricately patterned wallpapers, and plush draperies. Each detail is thoughtfully curated, emphasising the establishment’s rich history of “old money” indulgence, a legacy that continues to captivate visitors.
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