Across Ireland, historic properties are keeping up with the times and upping their hospitality game with new suites, modern amenities and cutting-edge wellness.
But is all this new coming at the expense of Ireland’s ye-olde-timey charm?
In Cork, bookings are booming at a former butter merchant’s mansion built circa 1820 known as the Montenotte. Yet, it’s not the urban resort’s 19th-century bones or the Regency-era façade that are winning it awards — it’s a collection of newly built luxury cabins.
The first of their kind in the country, the cabin-suites by architect Henry J. Lyons and interior designer Róisín Lafferty (both of Dublin) are inspired by understated Japanese design. They’re crafted with floor-to-ceiling windows, charred larch wood and private terraces for an indoor-outdoor experience — not exactly hallmarks of old-school Irish architecture.
Nonetheless, the suites recently won at the European Awards for Hospitality Experience and Design in London last fall.
Meanwhile in County Donegal, a dog-friendly eco-resort dubbed Lough Mardal Lodge offers luxury yurt glamping. So does the organic Fernwood Farm in County Galway, where the glamping experience is a geodesic “Treehouse Dome.”
Even the luxury hotel Dromoland Castle in County Clare is putting on a fresh face.
The 15th-century castle was once the ancestral seat of the O’Brien family, direct descendants of Brian Boru, the 11th-century king credited with uniting Ireland.
Now, in the very forests where Irish warriors once fought to expel Viking intruders, visitors can partake in a “forest bathing” experience where the castle’s resident yoga instructor leads a “slow, mindful walk” through the grounds. Inspired by the Japanese practice of shinrin-yoku, forest bathing’s early proponents included Justin Bieber and Gwyneth Paltrow.
Dromoland’s Castle Spa has also been upgraded with Dr. Barbara Sturm, a German “molecular cosmetics” line whose super anti-aging serum runs a cool $900 per 100-milliliter bottle.
Over in County Mayo at Ashford Castle, another leading five-star castle hotel dating back to the Middle Ages, the spa recently launched a partnership with another pricey, science-backed (and non-Irish) skincare brand.
“Our recent Augustinus Bader launch in the spa aligns with global wellness trends, offering the latest in skincare science,” said Niall Rochford, Ashford Castle’s managing director. He also assured that traditional Irish ingredients and rituals remain on the menu. It’s important, he said, that “modern luxury enhances, rather than overshadows, the castle’s deep sense of place.”
While offerings and amenities may change, Rochford said that Ashford’s philosophy is still rooted in the old Gaelic saying “Céad míle fáilte” (“a hundred thousand welcomes”) — a type of service he described as “genuine, intuitive” and “deeply thoughtful.”
“At its heart, modern Irish hospitality is not just about service,” said Rochford. “It’s about storytelling, connection and a spirit of generosity that leaves a lasting impression.”
While tourism trends like glamping, wellness and high-end skin care have become more common across Ireland, it’s the experiences economy that has changed the most in recent years, per Siobhan Byrne, founder and CEO of Adams & Butler. Her company organizes bespoke experiences for travelers, from guided oyster shucking to boat tours of castles only visible from the water.
“Americans are the best tourists because they’re always interested in doing things and learning, and Ireland is great for that.”
Siobhan Byrne, founder and CEO of Adams & Butler
“Our clients aren’t going to kiss the Blarney Stone or go to the Cliffs of Moher,” said Byrne. “They want to meet real Irish people.”
But if you’re still keen on ticking the latter off your list, an advisor like Byrne can direct you to a local farmer’s path, offering the same epic views without none of the tourist crowds. There are even rental properties and experiences only accessible through a travel advisor — such as a private castle in County Fermanagh, with its Earl in residence, or a private Jameson tasting with the Jameson family in their home.
One of Byrne’s American clients who was “worth about a gazillion dollars” recently went to Ireland’s rugged west coast to visit the Aran Islands, a remote archipelago where the most luxurious hotel is a meager three stars — not the obvious referral for a high-net-worth individual.
“He loved it because he wanted to hear about the islands’ unique history, the people and the folklore,” said Byrne. “People don’t come to Ireland just for the sake of vacation anymore. They want to learn something or experience something different, and that’s what real luxury is.”
So while the Emerald Isle leaps forward with trending accommodations, luxury spas and new-age experiences, its greatest asset remains its people.
“Irish people are friendly, and they’re interested in visitors,” said Byrne. “Americans are the best tourists because they’re always interested in doing things and learning, and Ireland is great for that.”