It just feels different. Better. Elevated. AlUla is a rich tapestry of soft touches, refined flourishes and moments of extravagance. And it starts the moment you arrive.

Kathy took a VIP transfer from the airport and knew immediately the clogged inbox, city haze and sensory overload of normal life was not so much a thing of the past but was not even registering.

Chauffeur-driven classic cars, helicopters and hot air balloons are all headline acts, but sometimes luxury lands in the most subtle of ways; try freewheeling an electirc bicycle on the private road to your villa, with the wind in your hair as the sun twinkles behind one of nature's most spectacular landscape, or guided morning salutations on an elevated platform ensconced in a canyon, it all adds up to an enhanced emotional connection of the luxurious kind.

Who knew taking a breath on your pool terrace can feel so different?