When private equity firms start investing in the pet industry, you know something big is brewing. Pet parents are spending lavishly on their fur babies and the value of the pet industry is expected to reach $500 billion by 2030.
Around the world, altered social dynamics, falling birthrates, ageing populations, and a growing “child-free” movement are resulting in many people shifting their time, money, and affection to their pets. But it’s not simply spoiling your fur baby. A luxury pet economy has emerged to meet the pet parents who take pet pampering to the next level – and the bar has been set very high.
Jet-set pets
Most commercial airlines now allow pets to fly in the cabin with their owners, but there is a size limit. For pet parents who wouldn’t dream of putting their fur baby through the trauma of flying in the cargo hold, there are now private jet companies offering specialist services for the pets who wouldn’t deign to turn left on a commercial flight.
Companies like VistaJet and NetJet in the USA now offer specialised pet services – but not just the “basics” such as ultra-soft travel blankets that line their seats and flight attendants trained in in-flight pet butlering – it’s the indulgent details that matter.
VistaJet, for example, has an impressive amenity kit called the VistaPet Pochette that includes bio-organic pet treats created by Michelin-starred chef Michel Roux, as well as Kibble Pet’s water-free shampoo and wipes for salon-quality fur care. Inflight entertainment comes in the form of Furzu rope toys, and for anxious pets, natural flower essences are mixed into the drinking water to aid relaxation.
Should you prefer a dedicated, pets-only private airline, then K9 JETS and BARK Air in the US and Europe are the pioneers. “We loved sitting at the conference table and Freya so enjoyed her own seat where she slept comfortably, only to wake up for a barkaccino or a salmon treat,” writes passenger Barbara in a review about the airline after flying with pup Freya from L.A. to New York. BARK Air provides pre-flight calming aids like pheromones, music, and warm lavender-scented towels to help pets keep calm and to settle them. For that personal touch, from water to bone broth, dogs are served their beverage of choice during take-off and the descent to prevent ear discomfort caused by changes in cabin pressure.
Pawfect luxury hotels and culinary experiences
Once they’ve flown private pet-jet, it’s understandable that the discerning pet will have high expectations for accommodation once they land. Fortunately, many luxury hotels have added specialist services to lure pet parents, from supplying a custom bed with, say, Rivolta Carmignani Italian linens, to the now-standard pet room-service menus. But walking services and the option of an indulgent pet massage are now so 2023. Overindulgent animal owners are increasingly expecting more, and the services now offered are sure to get the wag of approval.
All dogs and cats checking into the five-star Le Meurice in Paris receive a complimentary bed basket, a custom-designed bowl with his or her name, a name tag, food menus, and walking services. Not too shabby. At the Beverly Hills Hotel in Hollywood, canine guests are greeted by name and escorted to their rooms where they’ll sleep on custom-made beds and eat homemade doggie cookies (with their name in icing).
Details matter, which is why the Rome Cavalieri (a Waldorf Astoria property) offers gourmet pet cuisine that arrives in Gucci dog bowls on gold trays. Should the weather turn, you can orderTop of FormBottom of Form a cashmere doggy jumper with your pet’s name in rhinestones.
South Africa’s iconic Mount Nelson Hotel in Cape Town offers a parallel pet service to its renowned high tea. The pet high-tea menu consists of a sweet and savoury selection which includes peanut butter bone biscuits, braised pig ear and carrot, beef consommé jelly, rare roast beef, and bone marrow. “At all outlets, a Chommies mat and bowl will be provided to ensure a comfortable time while dining,” reads the Nellie’s pet brochure.
And if we’re talking gourmet pooch cuisine, The Mark Hotel in New York City is the gold standard. Their “Spoiled Dog’s Menu” is curated by Michelin-starred chef Jean-Georges Vongerichten, and features drool-worthy entrées and pet-friendly desserts to be enjoyed as an in-room dining experience. Even more impressive is that the “Spoiled Dog’s Menu” also caters for fussy eaters, so if your dog turns its snout up at ground beef with peas and string beans (not again!), there are more niche options to try. Perhaps something light like A Healthy Bite (salmon with a cucumber, apple, and spinach salad), the Svelte Pup (hard-boiled eggs, steamed rice, and mixed market vegetables) for the canines counting calories, or the Matin de Toutous – morning doggie – (oatmeal, fresh blackberries, blueberries, and raspberries) for the jet-lagged will hit the spot.
Speaking of jet lag (yes, pets suffer from jet lag too), the Little Nell Hotel in Aspen, Colorado, offers Puppy Jet Lag Kits, which include peanut butter dog biscuits and an item from the pet menu – their Wagyu beef dishes come highly recommended.
If the jet lag persists, perhaps the Ritz-Carlton, Central Park, in New York has the perfect solution. Their Pampered Pooch Package includes a bone-shaped pillow, aromatherapy coat-spritz treatment, home-baked treats and, in case of bad weather, the loan of a Burberry waterproof coat.
For pampered pooches in search of spiritual wellbeing, something a little more esoteric is needed. The Paws Up luxury ranch resort in Montana, USA, will take your dog on a soothing forest bathing experience or, for a more immersive encounter, a session of sound bowl therapy at their spa. The 15-minute Wag the Tail massage is complimentary with any 60-minute human spa service, so self-care doesn’t mean having to go to the spa on your own. Mariah Carey reportedly spends $45 000 a year on spa treatments for her two Jack Russells, Cha Cha and Jill E. Beans, and always flies them first class.
Names, Darling, Names
Most luxury brands, from Fendi to Tiffany & Co, have dedicated pet collections, but some are simply limited to “run-of-the-mill” accessories like collars, leashes, and maybe a coat. Nice to have, but the elite pampered pet deserves more.
Gucci’s portable pet bed, which rolls up just like a yoga mat, is worth mentioning, as is Louis Vuitton’s bone-shaped trunk – it contains two bowls for the frequent pet flyer and is a steal at R330 000. But in an era of quiet luxury, something more low key like a Staud Micro Moon Poopbag carrier, which resembles a stylish leather handbag, would be suitably understated.
Celine’s Triomphe dog toy, however, is possibly the most indulgent. It has a 3D rubber version of its logo for pampered pooches to chew on, because nothing says “I love you” more than buying an expensive designer accessory that’s destined to be destroyed.
The jet-set pet, like any frequent flyer, is going to need some accoutrements to take the edge off all that globetrotting. Luxury brands have also started to understand that pet parents not only want their fur babies to look good in transit (think designer jumpers, because even private jets get chilly!), but they might not want to eat out of a strange bowl or sleep on an unfamiliar bed – even if it has Rivolta Carmignani Italian linen.
Dion Chang is the founder of Flux Trends and a dedicated cat butler. He is currently writing a book – The Pawfect Life: The Ultimate Guide to Pet Pampering – which will be published later this year.
