Fancy hotels and dinners aren’t enough for wealthy travelers anymore — now some want to feel like celebrities with security and motorcades

“They’re the billionaire next door, and nobody knows who they are,” Sienna Charles’ CEO said. “Nobody will go above and beyond for them the same way they would for a celebrity. But the one thing that separates them is what they don’t have. Recognition.”

They could strategically buy fame by hiring a publicist and social media team. Or, they could turn to Sienna Charles to provide celebrity-like services, such as a table at an otherwise impossible-to-book restaurant.

On the surface, the “celebritization” trend is about recognition and ego.

It’s a yearning to replicate the celebrity lifestyle, as shown in A-listers’ Instagram posts. A desire to experience what it’s like to be Rihanna, surrounded by cameras as she walks down the streets of New York City.

“The amount of wealth these people have amassed is absolutely incredible and only happens to less than 1% of people,” India said. “So they should feel special, and I think they want to be recognized.”

But dig a bit deeper, and it’ll also reveal gripes about the hospitality industry.

Good luck booking the best hotels and restaurants if you’re ultrawealthy but not famous.

“Nobody’s getting recognized unless you are a celebrity,” India said. “You could be a billionaire in New York and not even be able to get into the top restaurants.

“People have to go this length to be treated this special,” she added.