A-listers are becoming short-term rental hosts. But you might have to sign an NDA or stay in a celeb’s sneaker closet.
3 min
Martha Stewart’s 150-plus-acre property in Bedford, N.Y., includes a farm with horse stables and a chicken coop, a fruit orchard, a peacock pen and seven stately houses.
One of the abodes opened for a night’s stay this month.
The domestic goddess is among the A-listers, including Gwyneth Paltrow and Mariah Carey, putting their estates or penthouses up for short-term stays on rental sites such as Airbnb and Booking.com for nominal fees or no cost at all.
“It is a very pleasant weekend in the country,” Stewart said in an interview.
Why would a celebrity invite strangers to traipse through their home? Rental companies can use the attention to reach new audiences and distract from public criticism over hassles such as rising fees. Luminaries can promote their own brands, and guests get to briefly live like a star, in a highly orchestrated way.
Stewart said she had never used Booking.com or Airbnb for her own travel, and was intrigued by what the experience would be like as the homeowner. She recently announced that one of her farmhouse’s residences—her “tenant house”—in Bedford, would be bookable for two guests for one night starting Nov. 18. The Thanksgiving-themed overnight (Thanksgiving is among her favourite holidays) included a guided tour of the farm, a wreath-making class and a brunch with Stewart herself.
In keeping with the holiday vibe, the getaway was priced at $11.23, as in Nov. 23, this year’s Thanksgiving date.
The two-bedroom cottage where her guests stayed is always prepared for visitors, she said. (Of course it is.) That meant she didn’t have to worry about removing personal items, and she was unfazed about opening her home to people she didn’t know.
But don’t expect to post all over Facebook about your stay at Martha’s. Booking.com said celebrities can ask their guests to sign nondisclosure agreements, something Stewart required for hers. What exactly it is like to spend a night in any of these VIP homes will likely remain rarefied knowledge.
Celebrities are compensated for the home stays; Leslie Cafferty, Booking.com’s chief communications officer, declined to disclose how much.
People have long had a voyeuristic fascination with the lifestyles of the rich and famous. In Los Angeles, companies compete to offer celebrity-home tours, where passengers crane to see mansions behind gates and humongous hedges while sitting in faraway buses. Dwellings with even a patina of historic relevance draw fans. “George Washington slept here!” says a title for one Virginia farmhouse on Airbnb. (Wrote one reviewer: “This is a beautiful old home with wonderfully scenic views. There are horses, donkeys, and the oddest assortment of charismatic dogs.”)
Some can even be enthralled to sleep in a dorm room—if it once housed American royalty-turned-U. S.-president. At Harvard University, visiting politicians and notable figures including actor Alec Baldwin have stayed overnight at John F. Kennedy’s senior-year dorm suite, though it hasn’t been available for personal use for several years.
Companies such as Airbnb have faced scrutiny over soaring cleaning fees and host demands. In September, New York City began cracking down on short-term rentals by requiring hosts to register with the city and meet multiple requirements, such as not renting out an entire property. During a recent travel-industry event, Airbnb’s CEO Brian Chesky acknowledged seeing thousands of complaints on social media about rising rental costs.
The inexpensive and publicity-drawing celebrity home stays are one of several ways short-term rental companies are marketing to new hosts and guests.
Earlier this year, Paltrow invited guests to spend the night at her Montecito, Calif., home free of charge through Airbnb. The sunny, white-marbled rental featured a bathroom filled with products from Goop, Paltrow’s lifestyle company, and activities such as transcendental meditation. Through Airbnb, Ashton Kutcher and Mila Kunis opened up their Santa Barbara beach house. The stars greeted their guests personally, and Kutcher documented part of their stay on his Instagram. Airbnb declined to comment.
Those who walk through the doors of a celebrity-anointed home might wonder: Should they expect to see family photos, or Paltrow’s personal trinkets hanging on the walls? And do they really get the run of the whole house?
That is up to the stars, Cafferty said. The entirety of Stewart’s guesthouse is available for the duration of the guests’ stay. Carey, the queen of Christmas, opened both her New York City penthouse and her rental home in Beverly Hills, Calif., to fans via Booking.com—yet Carey’s penthouse was only available for a cocktail hour; her guests stayed overnight at The Plaza Hotel.
Producer DJ Khaled opened only one room of his Miami house for Airbnb—his sneaker closet. To be fair, his sneaker closet doesn’t look like your sneaker closet. His is the size of a small dorm room, large enough for a bed for two, a shoeshine station and floor-to-ceiling sneakers (which guests weren’t allowed to touch). This was bookable last year for $11.
One of the guests who spent the night with DJ Khaled’s shoes wrote that the stay came with a free sneaker-shopping trip and chauffeurs, deeming it “an experience from start to finish.” No word on how the sneaker closet smelled, though the reviewer called it “immaculate.”
Sarah Jessica Parker invited two guests to her Hamptons home via Booking.com. It came with access to a crystal-blue private beach, a free pair of heels from Parker’s shoe line and reservations at some of her favorite local restaurants (though no appearance from Parker herself). Her rental went up for $19.98—priced for the year “Sex and the City” premiered.
Copyright 2020, Dow Jones & Company, Inc. All Rights Reserved Worldwide. LEARN MORE
Following the successful launch of its Palais Collection, MAISON de SABRÉ has unveiled a new modular handbag system offering more than 720 styling combinations.
Automobili Lamborghini and Babolat have expanded their collaboration with five new colourways for the ultra-exclusive BL.001 racket, limited to just 50 pieces worldwide.
With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.
2 min
A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.
The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.
The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.
GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.
“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.
The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.
Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.
According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.
“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”
The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.
Hunt said consumer brands offered a level of tangibility that many investors found appealing.
“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”
The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.
With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.
