According to a report in last weekend's Sunday Times, sub-aquatic playgrounds have become the latest maritime attraction for some of the globe's richest people.
A couple of oil billionaires in the Arab Emirates are reported to be operating luxury submarines fitted for overnight accommodation. And others have bought submarines that can be docked aboard the super-yachts that most of them already own.
For instance Microsoft co-founder Paul Allen has bought a 10-passenger sub that fits inside his 127m super-yacht, reputedly the world's largest. And up to eight clients have bought more modest two-man subs, easily stowed aboard a yacht for underwater excursions.
One of the two-man sub owners is Chelsea football club proprietor Roman Abramovich, whose sub reportedly sits alongside a helicopter on one of his four mega-yachts, providing the opportunity for aerial or underwater exploration, whichever appeals.
But, according to the report, submarine hotel cruising could be on the way for the not so well off - or at least for those who can afford luxury suites at £1300 a day.
An 87m, £100 million sub, capable of accommodating 70 passengers and able to cruise like a surface ship yet submerge to 1000ft, is reported to be the brainchild of a Florida entrepreneur, Bruce Jones. The sub would have large, domed acrylic windows for floodlit viewing and, needless to say, its own smaller shuttle sub for closer examination of reefs and wrecks.
Jones is the man behind a ground-breaking, or seabed-breaking, 22-room underwater hotel for which planning and finance have been finalised. The Poseidon underwater resort is due to open in the Bahamas in December 2006.
If the submarine gets built, it will also be called Poseidon, as part of Jones' dream of establishing a sub-aquatic luxury tourism empire.
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