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October 17, 2017 View in browser
Change is the inadvertent theme of today’s New Luxury note. From airlines rethinking amenity kits to one luxury brand rethinking its product in the face of a competitor with its former name, we examine how luxury brands pivot when necessary. We also (once again) take a look at what non-travel brands add to our understanding of what consumers want from their products and experiences, and what confident, smart brands should do rather than pander to a demographic (hint: understand motives and needs first).
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5 Looks at Luxury
Business of Pajamas, Pillows and Bragging Rights on Airplanes
What we learned from this story: Jessica Alba is one reason airlines improved pajama quality, and passengers steal pillows and blankets from airplanes. Plus, not everyone is sure why airlines give premium passengers amenity kits on every long-haul flight.

Belmond Looks to Solidify Its Brand Image Against Competitor With Its Old Name
While part of the goal of Belmond's new branding campaign is to establish itself as an entity apart from its former Orient Express moniker, we wonder if the images it presents may be just a little too reminiscent of its former self.

Luxury Ski Spot Breckenridge Tries to Diversify Its Seasonal Economy
Even luxury destinations must diversify their destination's offerings to bolster the economy in the off-season. Breckenridge's slow and thoughtful approach can serve as a role model.

Smart Hotels Don’t Pander to Millennial Desires
In an age of Permanxiety, there exists an opportunity for old, classic, elegant hotels to be newly relevant. High-touch and anti-digital is newly cool (for some).

Why Luxury Travel Brands Should Pay Attention to High-End Retail Trends
International spending on luxury goods often tracks movements in worldwide travel. A recent report sheds light on how travel and high-end shopping are intertwined.
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