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is finding a job harder than ever?

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Dominic Joyce had applied for more than 100 jobs by the time he reached the final round for a maternity cover HR position this summer. After two online interviews, he attended an assessment that included meetings with senior bosses at the tech company where he hoped to work.

So when Joyce received a short rejection email, he was extremely disappointed. He seemed no closer to finding a job than when he was made redundant in March. Worse, the company provided no constructive feedback. Half the 156 jobs he has applied for gave no response at all.

“There’s been times when it’s a Friday and I’ve had three rejections in one day,” he says. To make ends meet, Joyce has worked as an Amazon driver and sold a family heirloom. “I’m not in a great place. You put on a smiley face [but] the process is rotten.”

Because Joyce’s background is in recruitment — a canary-in-the-coal-mine sector for hiring slowdowns — he knows he is not an outlier. After a surge in vacancies during the pandemic, hiring is stalling across professional sectors from finance to tech to administration, leaving white-collar workers facing much stiffer competition than some have become used to in recent years.

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Dominic Joyce
Dominic Joyce, who has been job hunting since he was made redundant in March, says the employment market feels ‘worse than the financial crash’ © Anna Gordon/FT

Employers inundated

At the end of 2021, there were 60 per cent more vacancies in the US and UK than before the pandemic. Now openings are only 12 per cent above pre-pandemic levels in the US and 8 per cent below in the UK. Candidates report applying for hundreds of jobs and receiving only rejections, if any response at all. “Everyone I’ve spoken to, young and old, it seems worse than the financial crash,” says Joyce.

This might come as a surprise to some job hunters. Since the pandemic prompted large numbers of people to leave the workforce, labour markets have been relatively tight, according to recruiter Indeed. It estimates there were 1.6 unemployed people per vacancy in the UK in August, above the low point of one in 2022 but down from the average 2.9 of the past two decades. Unemployment also remains relatively low in Europe and the US but a slowdown in hiring in recent months, combined with a mismatch between the skills employers want and those workers have, mean many candidates are struggling to find the right role.

Kory Kantenga, head of economics for the Americas at networking site LinkedIn, says interest rate increases over the past two years have curbed employers’ ability to invest in hiring. Fewer new openings mean fewer people leaving jobs, reducing opportunities further.

“The labour market has become more congested, for each job there are more people applying. Employers can be more picky,” Kantenga adds. LinkedIn measures “jobseeker intensity” — the number of applications made per person on its site — and says this has increased by more than 8 per cent in France and Germany and 4 per cent in the US in the past year. “That’s resulting in people having to work harder to get a job.”

At first glance, this is good news for employers. Data from consultancy Recruitonomics shows UK employers could expect to spend £12 to elicit one job application in late 2023 — on costs such as recruitment companies or advertising — compared with more than £20 in 2022. But the picture is more complex.

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“We’ve seen a really rapid shift in employer sentiment. Two years ago, their biggest complaint was volume, or lack of,” Andrew Flowers, director at Recruitonomics, says. Now many say they are overwhelmed with applications — but still struggling to find quality candidates among the deluge.

Artificial intelligence is part of the problem. A survey by content creation platform Canva found about 45 per cent of global job hunters were using AI to build or improve their CVs. “AI is being used to tailor the CV — it’s making life harder [for recruiters] because there’s not only an increased volume but it’s very good,” Kantenga says. This makes it harder for recruiters to filter the best candidates.

Spray and pray

Bonnie Dilber, lead recruiter at HR firm Zapier, says employers are receiving so many applications that considering all of them is impossible. “We have no reason to look at anyone who’s not top notch — other applications aren’t even being considered.”

This risks a vicious cycle. Candidates met with silence fire off more applications, sacrificing quality for volume in what industry professionals term a “spray and pray” approach.

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At the same time, recruitment departments are being cut as companies scale back hiring, resulting in fewer people handling more applications and a less personalised process. “Basics in recruitment are getting lost,” because recruiters do not have time,” says Jane Curran, head of talent acquisition at real estate company JLL. “We all want to be doing a better job.”

Not all sectors are facing a glut of candidates; some lower-paid industries and those requiring specialised skills are still struggling to attract applicants. Applications per person on LinkedIn rank highest in tech, media, professional and financial services, and lowest in health.

“There’s dichotomy between what I call standing-up jobs and sitting-down jobs,” says Flowers. In areas such as trades or hospitality, workers are finding it easier to get hired. In university-educated, white-collar jobs, a hiring boom post-Covid “got reversed very fast” as interest rates were raised. “Demand is totally evaporating.”

At senior levels, variations are not as marked because jobs are less frequently advertised. However, competition is still fierce and success requires networking. “We advertise zero per cent of the jobs we work on,” Lewis Maleh, founder of executive recruiter Bentley Lewis, says. “There’s fewer jobs . . . so you have to access the hidden job market.”

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Interview fatigue

Marketing professional Sarah, who requested anonymity as she is in the final stages of applying for a position, has been at the sharp end of the hiring market. She left her previous role after suffering from burnout last year and her employer assured her she would have a job, or freelance work, on her return. However, when she got back in touch in early spring, the offer had evaporated, as did other openings.

“It’s been terrible,” she says. She has applied for about 100 jobs but has only received a reply from about half, and most of those were automated. She has reached interview stage on five occasions. “It is so demoralising. It’s the subconscious headspace it takes up . . . the guilt associated with not working,” she says. “When you get a no, it’s crushing.”

Jose Hervas, who works in sport marketing, initially had no problem getting responses but says he is “tired of interviews”. “I’ve done more than 30 since February, and my confidence levels are going lower and lower.”

Hervas says that even after the final stage of an interview process, which can involve several online screenings and days of preparation, he often receives no feedback. During some processes, the employer has informed him that a position no longer exists because of business changes. He is still waiting to hear about a final-stage interview he attended in June. “My experience has been really bad in terms of hearing back from companies and understanding why it wasn’t me . . . It really hurts.”

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Data from European recruiter The Stepstone Group shows the average time to hire increased slightly to 4.9 weeks in the second quarter of 2024, with businesses of more than 1,000 employees taking longer. Pam Lindsay-Dunn, people and culture director at recruiter Hays’ European business, says the unsettled economic climate means employers and candidates are more cautious: recruiters now talk of a “big stay” following the “great resignation”, with quit rates lower than in 2021. “Everyone seems to be waiting for something,” Lindsay-Dunn says. “It’s the most unusual market I’ve ever worked in.”

Frustrated jobseekers should not despair, however. Kantenga says the situation should improve as monetary policy normalises, putting “a bit more momentum into the labour market”.

And this week, Joyce finally landed a role. In a post on LinkedIn announcing his new position as a senior talent manager, he says: “I can’t wait to get started.”

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Reeves seeks reform of UK consumer redress in the financial services sector

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Chancellor Rachel Reeves

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Chancellor Rachel Reeves will on Thursday call for an overhaul of the UK system for consumer redress in the financial services sector, as lenders brace for a potential multibillion pound bill for alleged mis-selling of car finance.

Reeves wants to modernise the operation of the Financial Ombudsman Service (FOS) to give consumers and businesses more clarity about the compensation landscape in future, according to allies of the chancellor.

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She will use her Mansion House speech on Thursday to promise stability as she attempts to reassure her City of London audience that she has a clear economic growth strategy following her £40bn tax-raising Budget.

The role of the FOS in major City compensation cases has been under scrutiny in the Treasury for months, but Reeves’ allies said the need for reform had been brought into stark relief by recent turmoil in the car finance sector.

The FOS has taken a consumer-friendly stance on complaints over alleged mis-selling of car finance that has put the Financial Conduct Authority, the chief UK financial regulator, on the back foot, and threatened to leave banks exposed to compensation claims worth billions of pounds.

“The FOS has an important role to play in protecting consumers but there is a case for modernising it and giving consumers and firms more clarity,” said one person briefed on Reeves’ thinking.

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Two rulings by the FOS at the start of this year upholding consumer claims against banks have forced the FCA to step in and pause such compensation cases while it investigates the issue of commissions paid to car dealerships by finance companies and decides how to respond.

Lawyers at “magic circle” firm Clifford Chance said in a note last month that “the ramifications of the position FOS has taken . . . could be significant”. 

Barclays is challenging one of the decisions by the FOS from earlier this year in a judicial review.

But lawyers said the bank was likely to lose after the Court of Appeal said last month it was unlawful for car dealers to receive any commissions from finance providers unless they were fully disclosed and accepted by consumers, in a ruling that went further than the FOS.

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The stance of the FOS in siding with consumers on car finance has echoes of its role in the payment protection insurance (PPI) scandal, which ended up costing banks about £50bn in redress.

In the three months to April, the FOS said it received 15,925 complaints about car finance, almost five times more than during the same period last year.

It added more than 90 per cent of these were brought by claims management companies, which shot to prominence by pursuing PPI complaints for thousands of consumers in return for a cut of any compensation.

Nikhil Rathi, head of the FCA, said earlier this year the UK redress system “stands out in Europe due to its combination of complexity and the scale of claims management activity”, and endorsed a review.

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Meanwhile Reeves will use her Mansion House speech to urge the technology and telecom sectors to do more to combat online payment fraud, after claims by the financial services industry that they are enabling such activity.

Almost 80 per cent of so-called push payment fraud — when someone is tricked into sending money to a fraudster posing as a genuine payee — starts online, of which 60 per cent is estimated to begin on social media, according to trade body UK Finance.

Banks and payment companies have since October been liable to reimburse claims of push payment fraud worth up to £85,000.

Reeves will demand that companies including Meta, TikTok, BT and EE update ministers about progress on fraud prevention before March, with the veiled threat of further action if they fail to act.

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Asked whether Reeves would be prepared to go further, a Treasury official said: “The ball will be back in our court if demonstrable progress has not been made.” 

However, Reeves will fall short of committing to specific measures that would give social media companies a financial incentive to prevent fraud by making them shoulder some of the cost of reimbursing fraud victims.

Separately Reeves will outline major pension reforms, including the consolidation of the £391bn of assets in 86 separate local council retirement schemes, to create a series of “Canadian-style” megafunds that would be encouraged to invest in the UK.

The chancellor has ruled out — at least for now — forcing pension funds to invest in UK assets such as equities and infrastructure, a move which would have provoked an outcry from the sector.

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Could TikTok, apps and Gemma Collins boost women’s pensions?

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Could TikTok, apps and Gemma Collins boost women’s pensions?

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This article is the latest part of the FT’s Financial Literacy and Inclusion Campaign

Two million women in the UK do not think they will ever be able to afford to retire, according to a landmark study — but pension providers hope greater digital engagement will boost the prospects for future generations.

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Now in its 20th year, the Scottish Widows’ Women & Retirement Report found that women still face significantly worse retirement outcomes than men, even though the gender pensions gap is gradually reducing.

The detailed study of over 5,000 UK adults found that 42 per cent of women — and 35 per cent of men — currently face poverty in retirement. Nearly one in seven women said they would need to continue working past the state pension age of 66 to top up their retirement income.

The impact of the motherhood penalty and the cost of childcare on women’s lifetime earnings remained “the most significant barrier”, said Jackie Leiper, managing director at Scottish Widows. In response, the pensions giant is using an array of digital tools to turn younger female customers on to the benefits of starting pension saving early.

“TikTok is where a lot of young people — and young women especially — are getting their financial information,” she said. “Women are really engaged and are keen to learn more about pensions.”

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Scottish Widows launched its own pensions hub on TikTok in September, and video content on pensions and retirement has so far generated more than half a million clicks to its website.

It has combined this with educational content about pensions on its app, which is now used by more than one in 10 of its 4.5mn workplace pension customers. Open Banking technology allows customers to create their own “digital pensions dashboard” on the company’s app, by linking other pension and Isa accounts from other providers. As well as transferring in former workplace pensions, customers can also adjust their level of savings and are prompted to check their state pension forecast.

Almost two-thirds of female respondents said they had done little or no research about how much they needed to save, but Leiper said these initiatives helped people of all ages to engage with pension saving and think about their “tomorrow money” and retirement goals in the round.

The wider pensions world is also embracing social media to boost people’s pension awareness. Social media megastar Gemma Collins recently fronted the “Pay Your Pension Some Attention” campaign funded by the Association of British Insurers and the Pensions and Lifetime Savings Association.

One YouTube ad features Collins in what appears to be a commercial for anti-ageing face cream, before she delivers the killer line: “Sorry hun, but there’s a more important pot to think about — your pension.”

Data from TikTok shows there was a 300 per cent increase in use of the hashtag #retirementplanning in the first quarter of 2024, compared with a year previously. Video content tagged under this banner has received more than 10mn views this year.

Looking back over the past 20 years, Leiper said there had been a “generational shift” in pensions saving following the introduction of automatic enrolment into workplace pensions in 2012, but warned: “On it’s own, it won’t fix this problem.”

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Women are over-represented in lower-paid, part time jobs, so many lose out on pension saving as they earn less than the £10,000 earnings trigger for automatic enrolment. Scottish Widows is campaigning for this to be reduced and mandatory contributions raised from the current 8 per cent to 12 per cent, though Leiper accepts that next April’s jump in employer national insurance contributions would push back the timeframes. “We hope that the government’s pension review will create a road map for this, even if changes are not made immediately,” she said.

Leiper added that many of the 2mn women unable to afford to retire were likely to be divorcees, noting how pensions are often overlooked in divorce settlements.

“Because pension assets are held in individual names, they are often a hidden thing,” she said, believing many women simply might not know the value of their husband’s pot.

She said the “annuity conundrum” was another future problem: “Currently, three-quarters of all annuities are put in single names, even if the person is married,” adding that the higher monthly income on single policies was the likely reason why. “Women left widowed might assume they are going to get their husband’s pension — but many do not.”

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It will take another 20 years to close the gender pensions gap, says Scottish Widows

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It will take another 20 years to close the gender pensions gap, says Scottish Widows

At the current rate of progression, it will take another 20 years to close the gender pensions gap.

This is what Scottish Widows independent financial adviser workplace senior manager Susan Hope told Money Marketing while discussing its latest women & retirement report 2024.

However, the report does outline that the gender pensions gap will close in 20 years, only if the government implements further policies encouraging further women to save into a pension.

These policies include:

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  • Getting more women saving into a pension and qualifying for the full State Pension;
  • Increasing the confidence women have to invest and manage their finance;
  • A shift in approach to joint financial planning so that women do not lose out when annuities are purchased or in the event of divorce.

The report did highlight that “good progress in reducing the gender pensions gap over the last 20 years” has been made.

The gender pensions gap has reduced from 52% to 33% since 2008 for those aged 50-64, but women currently nearing retirement are still likely to have pension pots which are a third smaller than men.

Scottish Widows also predicts that at the current rate, two million women in the UK feel like they will never be able to retire.

In order to make further positive changes, Hope believes collaboration is needed between regulation, the industry and employers.

Hope said this issue does not only impact women, “it affects everyone as everyone has women in their life”.

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In regards to auto-enrolment, Hope said it has been “great” but 43% of women do not feel confident enough to manage their own pension.

Additionally, issues remain that predominantly impact women. If a single mother works two jobs part time and earns under £10,000 per job she will not be eligible for auto-enrolment and miss out on a pension.

“So working mums can be hit.”

Scottish Widows head of pensions policy Pete Glancy said: “Within the pensions system, reforms to auto-enrolment could allow those working part-time, or juggling multiple jobs to benefit from pension contributions, including contributions from their employer where they themselves are unable to save at that point in time.”

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The report also looks at women’s attitude towards investment for the first time in the reports 20-year history. It showed only 38% of women invest outside of pensions, compared to 55% of men.

This gap is exacerbated for young women as 34% of women aged 18-24 invest, compared to 64% of men aged 18-24.

Women are less likely to feel that investing is for people like them, and they are less likely to feel sufficiently supported to learn more about investing.

Still, more women aged 18-24 would consider investing if they had the right advice and resources. The most common cited barrier to investing was understanding potential risks and rewards better (36%) and access to official financial advice (31%).

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Hope does feel the gap is “within our reach to close it” but we need to take a “holistic” approach towards pensions.

Hope added: “The pensions gender pay gap belongs in the past, let us be the generation that makes it history.”

Glancy added that the government has announced a Pensions Review, where Scottish Widows believes Phase 2 of that review will have the gender pensions gap “within its scope”.

“This is the opportunity for all stakeholders who genuinely believe in gender pensions equality to contribute to that review, making the case for the reforms that will make a difference.”

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My Pension Expert policy director Lily Megson said: “Yet again, we’re faced with damning evidence that British women are drawing the short straw when it comes to their pension planning.

“Targeted support from the government is therefore a must. Taking action through policy that boosts financial education, encourages active pension engagement, widens access to auto-enrolment and closes the gender pay gap is a vital step in empowering women to achieve the retirement they deserve.”

In order to obtain these results, Scottish Widows commissioned YouGov to survey 5,102 adults aged 18+.

YouGov also conducted a second survey to better understand investment behaviours and shifts in attitudes, with 3,650 adults aged 18+.

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UK Post Office to close 115 branches, putting hundreds of jobs at risk

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The Post Office will close more than 100 branches, placing hundreds of jobs at risk, as the state-owned UK business seeks to put itself on a sounder financial footing following an IT scandal.

Proposals by the Post Office will result in 115 lossmaking, wholly-owned branches being shut down, according to people familiar with the matter.

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The move will affect about 1,000 workers, while hundreds of jobs at the company’s headquarters are also at risk.

Post Office interim chair Nigel Railton is expected to set out plans for the future of the business on Wednesday after a review.

It operates about 11,500 branches across the UK, most of which are run by franchisees.

The 388-year-old institution has struggled to retain relevance in a competitive market for parcel delivery where many consumers and businesses use services which cut the Post Office out of the process for sending and receiving packages.

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Although it has attempted to reinvent itself by providing banking services, the Post Office still receives ten of millions of pounds in state subsidies each year.

The business reported pre-tax losses of £81mn in 2022-23, down from £131mn in the previous year.

The long running Post Office IT scandal, in which nearly 1,000 sub-postmasters were wrongly prosecuted using flawed data between 1999 and 2015, has preoccupied executives.

Nick Read will step down as Post Office chief executive in March following a five-year stint that was overshadowed by one of the UK’s most serious miscarriages of justice.

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Appearing before a public inquiry into the scandal last month, Read said the business had “more to do” to win the trust of sub-postmasters.

The Post Office is wholly owned by the taxpayer, but is run at arms-length by the government through UK Government Investments, a body responsible for managing a portfolio of wholly or partially state-owned companies such as NatWest and Channel 4.

Gareth Thomas, postal affairs minister, has commissioned a separate review into the future of the Post Office as the government considers the viability of mutualisation as a form of ownership, among other options.

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The Post Office said it would set out a “new deal” for sub-postmasters that will “dramatically increase postmasters’ share of revenues . . . and make it work better for local communities, independent postmasters and our partners”.

The Department for Business and Trade said: “The government is in active discussion with Nigel Railton on his plans to put postmasters at the centre of the organisation and strengthen the Post Office network.”

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Living Like a Rock Star at Munich’s Bayerischer Hof Hotel

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All Images credit Bayerischer Hof Hotel

As the legendary German writer Thomas Mann once said, “Munich is a city that lives in the heart of the world.” Staying at the Bayerischer Hof Hotel is an embodiment of this sentiment, where the heart of the city beats in every corner. Here, the past and present are woven together, offering a fascinating contrast of grandeur and modern vibrance. The hotel’s classical white interiors set the stage for a refined, timeless atmosphere, while its impeccable service delivers the kind of luxury that feels almost indulgent. Yet, beyond the tradition and history, the Bayerischer Hof reveals a surprising, rock star-like energy—where elegance collides with unexpected flair, creating an unforgettable experience.

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A Legacy of German Hospitality

Founded in 1841 by architect Friedrich von Gärtner, under the patronage of Bavarian King Ludwig I, the Bayerischer Hof swiftly became Munich’s premier address for state guests. Its distinguished visitors included Empress Elisabeth of Austria and Sigmund Freud, while Crown Prince Rupprecht of Bavaria famously met his love, ballet dancer Antonia, here in secret.

In more modern times, the hotel’s guestbook continues to read like a who’s who of global entertainment and politics. The Beatles, during their 1960s tour, famously had a pillow fight in their suite, leaving the staff with a memorable (and messy) cleanup. Michael Jackson’s stay in 1998 with his family became legendary, further immortalized by a fan-created memorial to Flemish composer Orlande de Lassus across the street. Celebrities from Franz Kafka to Daniel Craig, Lenny Kravitz, and Luciano Pavarotti have also graced its halls, ensuring the Bayerischer Hof’s status as more than just a hotel.

While the hotel remains tight-lipped about many of its VIP guests, it’s no secret that luminaries like John F. Kennedy and Muhammad Ali have spoken fondly of the place, as have countless others.

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A Secretive Tradition

In addition to these colorful anecdotes, the hotel hosts the prestigious Munich Security Conference each year, where politicians, diplomats, and experts from around the world convene to discuss critical security matters. The discreet nature of these gatherings reflects the hotel’s long-standing tradition of guarding its secrets, adding another layer to its enigmatic appeal.

The Picasso Heist

An intriguing chapter in the hotel’s storied history occurred in 1989, when Picasso’s Tête de Femme was stolen from the lobby. Despite the hotel’s security measures, the thief vanished with the artwork, and its whereabouts remain a mystery to this day—a curious footnote in a hotel filled with far more glamorous episodes.

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The Bayerischer Hof’s decor pays homage to its heritage with Louis XVI-style barometers, Louis Philippe armchairs, and rich jacquard floral bedspreads. Yet it’s also a place where tradition gives way to the modern: contemporary design elements like wood, concrete, and clean lines stand in juxtaposition to the opulence of its past.

Luxurious Accommodations

The hotel offers 340 rooms, each reflecting a different design aesthetic. The pinnacle of luxury is the €15,000-per-night penthouse suite, with a private entrance, rooftop gym, sauna, and sweeping views of Munich’s skyline. 

The suite’s panoramic windows allow guests to take in the city’s spires, parks, and streets, while a private terrace offers a secluded space to unwind with a sunset toast. With marble bathrooms, bespoke art, and cutting-edge amenities, it’s more than just a place to stay—it’s an experience.

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Michelin Star Dining

Dining at the Bayerischer Hof is an experience in itself. The Blue Spa rooftop restaurant offers Bavarian specialties like white sausage, pretzels, and deep-fried donuts in the morning, while the evening presents the opportunity to relax in the spa’s sauna and enjoy the expansive Munich view.

For a more elevated culinary experience, Atelier Restaurant, with its three Michelin stars, offers a modern twist on French cuisine. The concrete and wood interior exudes youthful vibrancy, and the dishes are nothing short of artistic. Highlights include perfectly roasted venison with chanterelles and rich Chartreuse jus, and a delicate Japanese hamachi served with a miso-ponzu glaze—flavors that blend artistry with craftsmanship.

Cocktails and Historic Atmosphere

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For cocktails, there’s no shortage of options. Trader Vic’s, with its Polynesian charm, offers exotic drinks in an island-inspired setting, while Falk’s Bar, nestled in the hotel’s historic Hall of Mirrors, exudes a glamorous, intimate vibe where history seems to linger in every mahogany panel.

Spa and Wellness

The Blue Spa, located just below the penthouse, is a sanctuary of tranquility, with a rooftop pool offering stunning views of the city. Designed by French interior designer Andrée Putman, the spa’s minimalist aesthetic and avant-garde furnishings provide a perfect contrast to the hotel’s more traditional elements, adding to the sense of timeless luxury.

A Cultural Hub

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As much a cultural landmark as a hotel, the Bayerischer Hof regularly hosts art exhibitions, concerts, and international events, making it a central part of Munich’s cultural scene. Its prime location offers easy access to iconic sites such as Marienplatz and the vibrant Viktualienmarkt.

For me, staying at the Bayerischer Hof felt like stepping into a living legend. Every corridor, and every room holds echoes of a glamorous past, whispering stories of illustrious guests and historic events. This isn’t just a place to sleep; it’s a time capsule, a stage where dreams have been made and memories forged.

No matter your age or background, the Bayerischer Hof continues to be a beloved icon—Munich’s own rock star, forever etched in the hearts of all who visit. Its ageless appeal reflects the devotion of those who have passed through its doors, ensuring that, in 2024, it remains as cherished and adored as ever.

 

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Written by Kemal Akhtar

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‘Adults buying kids toys to escape global turmoil’, sales data suggests

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Is Reform UK's plan to get Farage into No 10 mission impossible?
BBC A Stitch puppet in looks face to face with Richard North from Wow Stuff - both have a similar surprised expressionBBC

A Stitch puppet (left) with Richard North from Wow Stuff at the DreamToys event

Toy sales have fallen for a third year in a row as family budgets are squeezed – but adults are buying childhood favourites to escape their troubles, research suggests.

A falling birth rate, the cost of living and fewer big hit film franchises have combined to push the value of sales down 3% on the previous year.

But sales to so-called kidults have grown, with one in five toys and games now bought by over-18s for themselves, according to toy industry research group Circana.

It suggests adults are buying Lego and collectibles for their “positive mental health benefits as they spark nostalgia and bring escapism from global turmoil”, said Melissa Symonds, executive director of UK toys at Circana.

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Cars and planes still on top

The Toy Retailers’ Association has unveiled its annual list of 20 products its expects to sell well this Christmas. The DreamToys list is compiled by a panel of retailers and experts.

Alongside some familiar names on the list, such as Hot Wheels cars and a Paw Patrol bulldozer, there are toys clearly aimed at a range of age groups.

For youngsters, a Fart Blaster makes the kind of noise its name suggests, while a McLaren F1 car Lego set is probably targeting an older audience.

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A Lego McLaren F1 car on a table top

The McLaren F1 car Lego set is expected to sell well to adults

Transport remains the most popular theme among toys, according to Circana, but animals now sit in second, with interactive pets becoming increasingly popular. These dolls now asked to be stroked and played with, and can repeat words.

With family finances stretched, the price range of the 20 toys on the list has dropped to between £9.99 and £89.99.

Key Christmas period

The UK toy industry had sales of £3.4bn in the year to September, according to Circana.

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The sector is now entering the crucial festive period with six weeks to go to Christmas, as retailers concentrate on Black Friday and encouraging people into physical stores as well as visiting their websites in the run-up to 25 December.

Christmas Day falls on a Wednesday, which is generally seen as a benefit to shops. However, the Toy Retailers Association said sellers faced cost pressures on the future owing to the employers National Insurance rise announced in the Budget.

Sales of toys and games saw a big lift during Covid as more families spent time at home during lockdowns, but sales have fallen since 2021, and currently sit just below 2019 levels, according to Circana.

It said the average price of a toy last December was £12.95, while more than six times that amount was typically spent on toys for children aged up to 10 at Christmas.

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