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.

Change is afoot in Austin, Texas.

“The Live Music Capital of the World” is fast becoming a haven for a different type of pleasure seeker: one who’d rather swap a plaid shirt and craft ale for leggings and a yoga mat.

Wellness is now big business in the city thanks to a slew of new openings and renovations — that arbiter of good taste, South by Southwest, even had a Wellness Expo this year.

So what’s the bigger picture? Wellness tourism is almost certainly going to keep getting bigger in Austin, and other cities that share a similar demographic and outlook could well see the same thing happen.

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

— Patrick Whyte, Europe Editor

6 Looks at Luxury

In Austin, Wellness Is Fast Becoming the New Weird: Austin may be best known for its music bona fides, but wellness is also becoming instrumental in bringing an eclectic mix of visitors to the Texas capital city. It must be something in the water … or in the hills.

How Hotels Need to Balance the Amenities We Want Versus Those We Actually Use: There’s a very careful consideration to be made here by hoteliers, and even if guests don’t use a particular amenity as much as they think they will, that doesn’t necessarily mean that a hotel should get rid of it.

Skift Global Forum Preview: Why Ovation Is Embarking on a New Elite Luxury Brand: Jack Ezon of Ovation’s leisure business is starting Embark, a luxury agency with an unusual business structure. In this Q&A, Ezon shares how agents can thrive in the digital era, the biggest problem facing the travel industry, and why he hires so many millennials.

New Ultra-Luxury Resort May Turn Montana Region Into the Next Jackson Hole: If Montana’s Big Sky region is indeed like “Jackson Hole 25 years ago,” then this is a smart investment, especially being so close to Yellowstone National Park.

Samsonite Says Luggage Prices Will Increase on Trump’s Tariff Hit: Samsonite warns vendors that prices may rise about 10 percent due to costs linked to new duties the Trump Administration is imposing on imports from China. The U.S. imported more than $3 billion in luggage from China last year.

A Billionaire Aims to Be the First Paying Passenger on Elon Musk’s Moon Rocket: He’ll be in his late 40s if the mission goes ahead on schedule, but Yusaku Maezawa deserves props for his bravery for what would be a dangerous and historic trip.

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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: Yoga on Lake Austin. Wellness tourism is big business in the Texas capital. Terry Vine Photography / Lake Austin Spa Resort