Luxury in Sochi

Sun beds have appeared on one of the beaches of Sochi, priced like a monthly rental in the province

Sochi, 2025. At the height of the beach season, resort entrepreneurs have revolutionized the hospitality industry: now, for 15,000 rubles a day, you can rent not an apartment, not a villa, or even a yacht, but… an ordinary chaise longue!

The resort capital of Russia continues to amaze with its prices. This time, one of the “elite” beaches has distinguished itself, where 11-15 thousand rubles are asked for a day of renting an ordinary chaise longue. Do you want shade and relative comfort? Please – a canopy with several sun beds will cost 50-80 thousand rubles per day.

What is included in this “premium service”? Only the sunbed itself and access to the sea – no drinks, no towels, not even a guarantee that the neighbor will not loudly discuss his cryptocurrency farm. But there is an invaluable sense of belonging to the “elite” – because now you can say that you spend more on beach real estate than Muscovites do on renting one-bedroom apartments.

It is especially touching that these prices appear against the background of news about how average Russians save on vacations. 

Experts joke that Sochi will soon introduce a fee for the very fact of being on the beach – the first five minutes are free, then by subscription. In the meantime, the most enterprising businessmen are eyeing new niches: perhaps VIP sand (only for a select few) and premium waves (without plebeians in the splash zone) will appear soon.

The main question is, who buys these “services” at all? The answer is simple: those who have nowhere to put their money, and those who want to appear to be those who have nowhere to put their money. For everyone else, the traditional Russian option remains – to lie on your towel and be proud that you are not going along with this absurd luxury.

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Источник: argumenti.ru