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Every industry has words people still use that no longer have any kind of useful meaning, and the luxury travel industry is no different.
Even the word luxury itself has become something of a contentious term and, in any case, Skift has long argued that it now means something very different from what it used to.
Let us know what your love-to-hate words are and feel free to get in touch and point out when we fall into the cliché trap.
— Patrick Whyte, Europe Editor
5 Looks at Luxury
The Luxury Travel Industry’s Most Overused Buzzwords: While journalists are never in favor of banning speech, we are all in when it comes to retiring clichés, shibboleths, and truthiness. See if any of the travel marketing “hidden gems” mentioned below make your list.
Can India’s Leela Hotel Brand Be the Same Under Asset Manager Brookfield? The name Leela is held in the same esteem as India’s other legacy hotel brands such as Taj and Oberoi. Will it ever be the same again under Canada’s Brookfield, an asset manager rather than a brand manager?
Skift Forum Europe: Ennismore CEO Sharan Pasricha on Reimagining Hospitality: The success of Ennismore’s Hoxton hotels brand is founded on the fact that you don’t have to completely reinvent something to make it exciting or lasting. You just need to know what elements bring you — and your guests — joy (while also making a profit).
Adventure Travel Specialists Take Customers Beyond the Beach: Adventure travel is a booming niche that many agencies would be wise to take on. Given the trends for retirees to live longer and healthier lives and for millennials to search for unique experiences, this segment of the travel market is just getting started.
Men Are Spending More to Get Healthy and Brands Want In: Women tend to be the primary demographic in the well-being space, but companies see growth potential in the men’s market too.
Skift Europe Editor Patrick Whyte [firstname.lastname@example.org] curates the New Luxury newsletter. Skift emails the newsletter every Tuesday.