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 and exclusivity are two of the biggest luxuries around.

One-percenters don’t want to follow the crowd.

Just look at what travel agency Black Tomato is doing with its Blink division, where it promises “locations so private and untouched that no one else will have stayed there before and never will again in the same way.” And then there are those members of the wealthy elite who are happy to blow a small fortune to enjoy private visits to the Sistine Chapel or a candle-lit dinner in the Tower of London.

They say money can’t buy you happiness, but it can help you get pretty much anything else.

— Patrick Whyte, Europe Editor

5 Looks at Luxury

Targeting a New Microgeneration of Luxury Travelers: Just when you started having it up to here with ballyhooed buzzwords like millennial, authenticity, and experiential travel, along comes J. Walter Thompson with a whole new compendium of marketing terminology. Let’s see what sticks.

The Ultra-Rich Are Telling Their Travel Agents They Want Extreme Personalization: Most travel agents won’t be able to land many one-percenters as clients who can afford these fantastical trips. The good news is it only takes a few per year to make good money off it.

Japan Is Upping Its Tourism Game Before the 2020 Olympics: Japan lags far behind its Asian tourism competition in attracting Western visitors. As the 2020 Tokyo Olympic Games approach, the country is adopting a new strategy for landing on the region’s tourism medal stand.

Hilton’s CEO Says New York’s Waldorf Astoria Is Not for Sale: Sure, it’s not for sale. But wouldn’t things be easier for everyone if it was?

Richard Branson Believes Supersonic Air Travel Is the ‘Next Big Thing’: The founder of Virgin Group has a history of making bold predictions that don’t turn out quite right. If — and it’s a big if — supersonic jet travel makes a comeback, commercially viable flights are decades away.

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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: Blink by Black Tomato offers trips including staying in a yurt in the Andes. For the super rich, personalization and exclusivity are now key. Black Tomato