Hot tubs and £80 rosé: how the mud-soaked British festival got a luxury makeover

Struggling industry seeks to capitalise on Gen Z’s willingness to spend on experiences and comfort It had always been the great British festival way: greasy burgers and warm beer, retch-inducing toilets and the descent into dishevelment as roughing it takes...

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What happened: Struggling industry seeks to capitalise on Gen Z’s willingness to spend on experiences and comfort It had always been the great British festival way: greasy burgers and warm beer, retch-inducing toilets and the descent into dishevelment as roughing it takes...

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Source attribution: The Guardian Business via theguardian.com. Original report: https://www.theguardian.com/culture/2026/jul/17/great-british-festival-industry-luxury-makeover-gen-z