November 7, 2017 View in browser
This week we delve beneath the surface of luxury with a story of how hoteliers dealt with the recent spate of hurricanes that left many areas of North America and the Caribbean devastated.

Writer Sam Shankman spoke to representatives across the region to find out how they were affected and what they did to keep people safe.

It's a reminder that the concept of luxury doesn't just mean taking care of the obvious things. It's about being there for guests when they most need you.

— Patrick Whyte, Europe Editor

New Research Study: Eight Key Insights Into Today's Luxury Travel Market [SPONSORED]
Sponsored by L.E.K. Consulting
According to a new 2017 study, the evolving luxury travel market offers opportunities to both traditional luxury players, as well as new players outside the space, to engage with a broader range of premium travelers.
Read More
Skift Call Today: A Framework for Overtourism Solutions
Join us today at 1 p.m. EST for a conference call with Skift's editorial team and experts as they provide their perspectives on the struggles some destinations around the world face as tourism scales up too rapidly to accommodate. This is your last chance to get the dial-in information!
6 Looks at Luxury
Luxury Hotel Leaders Share Lessons Learned in Hurricane Aftermath
It's not if you get knocked down, but how you get up that matters. Not only do hospitality teams have the opportunity to provide guests with shelter and stability, but they can expand their impact throughout their local communities, highlighting the strength and potential for our sector to be a force of good.
Soft Brand Launches and the Threat to Luxury Hotel Collections
While soft brands aren't a new phenomenon, the big hotel companies seem keener on them than ever. They may not represent a direct threat to luxury hotel collections but they increase the competition when it comes to wooing owners.
Business Class Must-Haves That Airlines Neglect at Their Peril
As airlines double down on investment in business class, there are some experiential table stakes for customers paying the money to sit up front.
Pass the Avocado Toast — Updating the Luxury Spa Experience for a New Generation
Luxury spas need to understand that because many millennials are already incorporating wellness into their everyday routine, they require something extra from high-end destinations. It might seem trite to highlight avocados but today's under-35s value food above almost everything else.
The Calculated Faux Marketing of Premium Air Travel
The lenses through which we view the travel ecosystem are often heavily distorted. The first step toward countering it is acknowledgement.
Singapore Airlines Unveils a Massive First-Class Suite to Compete with Gulf Rivals
We expect Singapore's new first-class suites will be considered among the world's best products. But the airline still faces intense competition from Gulf and Asian airlines. It's not clear how much this cabin update will help on that front.
The Skift New Luxury newsletter is curated by Skift Europe Editor Patrick Whyte [pw@skift.com]. The newsletter is emailed every Tuesday.
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