Airports in Italy are trialling new security and boarding technology that will mean passengers do not have to show their documents to get on a flight.
30.04.2024 - 03:35 / skift.com
Luxury hospitality has always been image-based. But recent trends have created jarring distortions that make it hard for guests to understand reality.
This is made worse by the surge in new properties and their marketing budgets: Great properties don’t get the attention they deserve, and others serve up superficial goods but fail to deliver.
I’ve broken down these reality distortion fields into a few main areas:
It may seem surprising, but the 2010-era influencer strategy is alive and well. Communications teams invite people with large social followings to show up, get comped, and chomp shrimp cocktails without really caring about the brand they are aligning with.
There is a danger in this. You want people associated with your brand who share your values. But when you cater only to the volume of followers, you’re outsourcing to hired guns who may easily show up at competitors tomorrow.
Additionally, brands should note that the next generation of luxury consumers, Gen Z and Alpha, are not interested in hyper-stylized, performative image-making of old. Much of their social usage is deliberately de-polished, and perfect postings are increasingly seen as millennial cringe.
The Fix: Foster fewer, better relationships with creators based on shared cultural and aesthetic vision and a deep understanding of your audience. Internalize the nuances and codes of the new generations that will be spending money on your properties.
I love and support great travel writing and always will. But many formerly great publications have vanished – like Departures – and many other travel publications fall victim to chasing page views. (If you see an article promising 5 ways to dress for a free upgrade, trust me, it’s not happening.)
“Contributor network” articles in a brand name business publication are often the dirty little secret of the industry. What was once a prestigious name in publishing now houses PR friendly reviews. Thoughtful commentary on hotels (that aren’t regurgitated releases) and longer-form narrative journalism are disappearing. Good writing is in crisis.
The Fix: Support and follow the writers, regardless of the publication, who are doing good work. Names I follow and trust: Chris Lord, Mary Holland, and Chris Wallace.
Understand the new spheres of influence where good travel writing is happening. Much of it is occurring in bottom-up media on platforms like Substack. Publications such as Yolo Intel and Happy Hoteling provide valuable insights without the page view pressures and broken economic model of traditional media.
Some of the problems with the reality distortion field in travel stem from within the industry itself. The killer is calling from inside the house!
There is an undifferentiated
Airports in Italy are trialling new security and boarding technology that will mean passengers do not have to show their documents to get on a flight.
In the serene countryside of County Kildare, Ireland, amidst rolling hills and ancient castles, lies a hidden gem that attracts visitors from around the globe — the Museum of Style Icons (MOSI) at Newbridge Silverware, Ireland’s premier silverware producer. This cultural treasure trove, founded by CEO William Doyle and his wife Monica, offers a captivating journey through the realms of fashion, film, and popular culture from Hollywood’s good old days.
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Walk down the high street of Edinburgh’s Stockbridge borough and you’ll pass a parade of charity shops bursting with vintage treasures. The road is one of the most popular places for second-hand shopping in the Scottish capital and the country.
RVs have come a long way since they first emerged in the early 1900s and while many more people are increasingly choosing RVs to travel, it is the luxury RV landscape that is changing the travel market—now travelers can escape to the most deserted place on the planet (if accessible by road) with everything they need, from a rooftop disco to a concierge service.
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