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.

For the last couple of years here at Skift New Luxury, we’ve been trying to redefine what high-end travel means. Out has gone over-the-top opulence and in has come a different type of tourism.

These days we’d say luxury has more to do with scarcity than price, and that’s how certain destinations have found their way onto our radar despite them being not in any way traditional.

This week Skift contributor Laura Powell reports on the Faroe Islands and how the archipelago is using its isolation as an advantage when it comes to tourism.

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

How the Faroe Islands Became an ‘Un-Destination’: When you are promoting a destination that, for most of the world, seems to be in the middle of nowhere, you have to get creative in your marketing efforts. Recent prize-winning campaigns out of the Faroe Islands and Newfoundland and Labrador prove that when it comes to creativity, size doesn’t matter.

Elton John Backs George Clooney’s Boycott of Brunei-Owned Hotels: It’s likely that many hotels have owners with offensive ideas. But situations like this are so clear cut it’s easy to get behind a boycott.

New York City Finally Has a Batch of Innovative New Hotels: Developers in New York City are moving beyond the bland, boxy hotel with new properties. But even those that promise a reasonable price at the outset are seeing room rates leap, potentially alienating some key customers.

Wellness Perks Aren’t Just a Draw for Silicon Valley Jobs Anymore: Tech companies aren’t the only ones that now offer employee wellness perks. More traditional industries are now getting in on the trend and are finding value in appealing to millennials’ desire for work flexibility.

Combating Overtourism Requires a More Holistic Approach: For decades, destination managers were able to ignore the negative effects of tourism. Now, the age of overtourism calls for a more robust approach to plan for the future.

Subscribe

Skift Europe Editor Patrick Whyte [pw@skift.com] curates the New Luxury newsletter. Skift emails the newsletter every Tuesday.

Sign up for Skift’s New Luxury Newsletter

Photo Credit: The Havgrim Seaside Hotel in Torshavn, the Faroe Islands. The country isn't letting its remote location hold back its tourism plans. Visit Faroe Islands