Inside Lifestyle: The concierge company bringing celebs to the city
Ever wondered how all your favourite reality TV stars find out about your favourite Dubai hangouts? Allow us to explain…
If your Instagram feed has been filled with reality royalty and TV stars living the high life in Dubai, chances are it’s something to do with Inside Lifestyle. The luxury lifestyle management company operates between the White Isle of Ibiza in the summer and the shores of Dubai in the winter, offering tailor-made itineraries which show off the best Dubai has to offer.
The idea was first created by DJ and promoter Chris Wright, who found himself constantly recommending places for his friends and family while living in Ibiza.
“I would love making up itineraries telling them where to go, what day was best where, where to eat, what to see,” he explains.
This quickly turned into a business opportunity, and when he moved to Dubai, Wright saw a gap in the market for a concierge company that created bespoke trips for those visiting Dubai.
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Hot pink perfection @vickypattison ? • We are hosting Vicky all week follow our stories for all the BTS action. TODAY ➖ FIVE Ladies day? ➖ The Penthouse. ? • #INSIDElifestyle #INSIDElifestylegroup #insidecreate #ibiza #dubai #travel #sun #traveller #instatravel #mydubai #holiday #sun #summer #summer2018 #vacay #love #lovelife #ootd #photography #wanderlust #explore #instagood #cute #picoftheday #happy
The business model seems simple: host reality stars, take them to Dubai’s hottest hangouts, and splash the pictures all over social media. But there’s a lot more to it than that.
Wright highlights that the team get to know an individual’s likes and dislikes before putting together a proposal, something he recognises as a strength in his business.
Take this week, for example. Alongside hosting Love Island alum Gabby Allen, the team are also putting together a trip for two fitness enthusiasts which will feature rock climbing, sunrise yoga and a guided tour through the desert.
Do Inside Lifestyle work with every venue across the city? Certainly not, insists their founder.
“We curate an extremely selective list all of which have been personally tried and tested by our team. There is still something for everyone as they range across the board from affordable to luxury,” says Chris.
“The concept was made to make the best trips for our clients, but it keeps it fun for our office team as no two days are ever the same.”
Speaking of clients, their list reads like a who’s who of reality TV royalty. Geordie Shore‘s Vicky Pattinson, Made In Chelsea‘s Tiffany Watson, and Love Island‘s Kady McDermott have all been hosted by Inside Lifestyle in recent weeks, and that’s just the beginning.
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While Chris is contractually unable to tell us details of some stars, he confirms the brand will host presenter Mark Wright and his wife, actress Michelle Keegan, for New Year’s Eve. Love Island winners Dani Dyer and Jack Fincham, and TOWIE alum Joey Essex will also visit before the year is out.
So, how does it work? “We are known in the celebrity circuit for being experts out here in Dubai, and back in Ibiza, so the majority of our celebrity clients approach us, some just looking for a few recommendations and some we plan their entire trip from start to finish,” Chris explains.
“A few celebrities we invite to join us, and the way we select them is if they have a genuine, engaged following, are putting high-quality content out, and also have a current media presence” he adds.
Do they experience diva moments? Unsurprisingly, Chris won’t delve into any details, but he admits they’ve certainly had their fair share of ‘bizzare requests’ over the years. A subtle hint that makes us lean more towards yes.
The end game? “Our aim is for each guest to share their experiences building a trusted network together showcasing Dubai as the incredible destination we have all fallen in love with,” Chris says.