The Skift New Luxury newsletter is our weekly newsletter focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.

Personalization is a word that gets bandied around a lot in travel, but to mean anything it’s got to make a difference.

Companies first need to obtain the right information and then they need to deploy it in the correct way.

Luxury vacation rental operator Onefinestay thinks it has come up with something that its guests will love. The new service, called Higher Living, will allow customers to book experiences like event tickets and make restaurant reservations. In theory, the more customers use it, the better it will become.

As well as being a neat add-on to the Onefinestay offering, it should also give the company some protection from developments at Airbnb.

The San Francisco-based company is planning to offer a new luxury level following the purchase of Luxury Retreats last February.

Onefinestay will be hoping that by tailoring experiences, guests will have more reasons to keep coming back.

— Patrick Whyte, Europe Editor

Five Looks at Luxury

Onefinestay Launches Concierge Service With Loyalty Elements: Rumor has it that Airbnb is gearing up to announce a more personalized experience soon, and Onefinestay may have just beat its strongest competitor to the punch.

Jumeirah Hires Former Four Seasons Executive as Its New CEO: We’re very much looking forward to seeing what Silva can do about growing the Jumeirah brand, and how he’ll handle its new, soon-to-be-launched lifestyle brand.

Nihi Hotels CEO on Creating a Cult Property That’s Distinctly Luxurious: It takes old-school hospitality expertise and new-school marketing hustle to create a cult property from scratch. Nihi Sumba Island seems to be the culmination of both, plus it has the right capital and vision.

The Airport Lounge Conundrum: Airline lounges are rarely as opulent as the promotional pictures suggest. Yet passengers seem to love them. Why? Will they persist forever?

The Space Tourism Race Is Getting More Competitive as Launches Near: While this story focuses on Boeing and SpaceX, other players including Virgin Galactic and Blue Origin are also working to bring tourists to space. It will be an experience few can afford, but at least the seats will be comfortable.

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Skift Europe Editor Patrick Whyte [pw@skift.com] curates the New Luxury newsletter. Skift emails the newsletter every Tuesday.

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Photo Credit: A Onefinestay property in Turks and Caicos. The company has developed a new concierge product. Onefinestay