Care Campaign for the Vulnerable works across the entire care sector – supporting families, collaborating with providers, and promoting a stronger ethos of safety, transparency, kindness and inclusion in every type of care service, predominantly dementia care.
Throughout this work, I have been invited into a wide variety of care settings: from small family-run residential homes, to large groups, to the growing number of high end luxury, bespoke care providers now entering the market.
One of the conversations I believe needs to be more openly addressed is the positive role these high-end services actually play in supporting the wider sector.
There is often a perception that luxury care homes stand apart — but in reality, by offering choice to those who can afford to self-fund at the higher end, they are helping to ease pressure on local authority-funded services.
The facts are simple.
When people choose to move into bespoke private care, it frees up places in services that accept local authority placements — spaces urgently needed for those who cannot self-fund. Without this balance, demand on publicly funded care homes would only intensify.
This is not about privilege – it is about system balance. Luxury provision does not take away from the sector , CCFTV believes it supports it. It helps ensure that care places remain available to those who are most reliant on them.
Of course, the ethos of care – the compassion, transparency, safety and inclusion – must be universal. This is what Care Campaign for the Vulnerable champions. . Whether a resident is living in a small, modest home or a state-of-the-art luxury service, their right to dignity, protection, safety and kindness must not vary.
That is why I visit all types of care settings: to highlight good practice, to share the importance of choice-led , safety monitoring, and to champion a care culture that should be standard across the entire sector.
Bespoke care homes, such as those operated by KYN Care, Signature Senior Lifestyle, LoveDay and Co and others I have visited, often lead the way in innovative design, family inclusion and transparent leadership. But it is essential that these values are seen as achievable in every setting, regardless of budget or postcode.
In truth, the care sector is one ecosystem. Different types of provision serve different needs — and the presence of choice at the higher end is helping to keep the system more balanced for everyone.
Luxury care homes are not the problem. In many ways, they are part of the solution and it is time this was recognised more openly.
