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 whole host of companies are attempting to prove there is a market beyond the super-rich for private jet travel.

In their mind, technology has enabled consumers who previously wouldn’t have thought of using this type of transport to give it a go.

“The on-demand or sharing economy drives system efficiencies and for luxury consumers this means greater accessibility at lower price thresholds, which makes these products and services available to a broader market cohort,” said James Henderson, president of commercial operations at XOJet.

While buying a seat on a private jet still isn’t cheap, it’s undoubtedly easier to do. The problem all these companies face is persuading enough people that flying by private jet is worth it.

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

The Growth and Democratization of Flying Private: Any luxury industry experiencing an uptick in affluent, young new customers has a right to be bullish about growth, but it is a combination of logistics, customer service, and branding that will eventually set the winners apart from the other players.

Ace Hotels Is Entering the Luxury Space With New Project: It will certainly be interesting to see how Ace approaches both luxury and micro-hotels starting in the next few months.

Palau Tests the Waters of Luxury Tourism: The tiny republic of Palau is striving to become a global leader in ecotourism. In recent years, the government has made moves to ensure the country becomes a pristine paradise for luxury travelers.

Airbnb Could Be Worth More Than Any Hotel Company: The battle between Airbnb and Booking (and everyone else in online travel) is just beginning.

More Luxury Hotels Set Aside Ultra-Secret Suites for Their Top Guests: Yet another reason why it might pay to book direct?

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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 promotional image for Jetsmarter. A lot of companies think there's a big market for private aviation. Jetsmarter