Belmond has entered the growing field of ambient content with Long Shots, the first slow TV series from a major hospitality company. The series features 60-minute high-definition videos capturing destinations like Portofino, Rio de Janeiro and the Scottish Highlands, providing immersive experiences that align with the company's ethos of enjoying travel at a leisurely pace. Besides appealing visuals, each video also features a carefully calibrated soundtrack. Waves lapping a beach, cafe bustle, the brown noise of a boat's motor — all creating the gentle, non-distracting background hum familiar to anyone who uses focus playlists or concentration apps.
For the LVMH-owned leisure brand, which operates luxury hotels, train services, river cruises and safaris worldwide, the content serves as both a marketing vehicle and a genuine contribution to the ambient video landscape. The launch comes amid surging interest in long-form ambient content, which research suggests can facilitate focused work, reduce anxiety and create a sense of calm in viewers and listeners. Notably, Belmond's Long Shots are extremely short on marketing and branding — the videos don't feel like extended commercials.
Originally pioneered in Norway in 2009 with a seven-hour broadcast of a train journey, the slow TV format has evolved into a significant YouTube phenomenon. Belmond's entry into this space reflects both market awareness and strategic alignment with current wellness trends, as more consumers seek mindful digital experiences that counterbalance the rapid-fire content dominating social platforms.