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.

A temporary hotel doesn’t sound like the most desirable place for a high-end traveler to stay. For many, the idea of luxury is entwined with the historic. And historic, by its very definition, means something being in a place for a very, very long time.

But as you’ve heard us say before, that’s the old way of thinking about things. Luxury is more and more about exclusivity, and what could be more exclusive than a property that only has a fleeting existence?

This desire to do something that not many other people can is behind the rise of pop-up hospitality: either brands embedding themselves in hotels for a brief experience or hotels stripping back the bricks and mortar and moving to different types of locations.

The concept also ties in to another idea we’ve been writing about a lot: hyper personalization. And both offer up a glimpse of the future.

For feedback or news tips, reach out via email at pw@skift.com or tweet me @paddywhyte.

— Patrick Whyte, Europe Editor

5 Looks at Luxury

Hotels Experiment With Pop-Ups to Attract New Audiences: Given that luxury is all about rarity, it’s no wonder that pop-ups of all sorts are creeping into the high-end arena. In the world of hospitality, basic pop-up accommodations have been springing up at festivals like Coachella for a while. But more elaborate ephemeral digs are only now starting to pop up in unexpected places around the world.

American Invests in Catering at Lounges as United Scales Back: New, heartier options are coming to American’s airport lounges while at United, in-flight meal service is being reduced.

The First W Hotel Is No Longer a W Hotel: It’s particularly bittersweet that the hotel largely responsible for bringing boutique lodging into the mainstream no longer bears the W brand. Its fate also serves as a cautionary tale for hoteliers on maintaining relevancy in hospitality: Just because you were cool before doesn’t mean you always will be.

Potential Buyers Emerge for Historic Plaza Hotel: Will this iconic property ever actually get sold?

The Newest Hotels in Los Angeles Are Redefining Luxury Travel: Los Angeles has no dearth of new luxury hotels, and its latest additions are raising the bar when it comes to how travelers can take in the city.

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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: The Contained Riva St Kidla Pop up. More luxury brands are embracing temporary accommodation. Daniel John Bilsborough / Contained