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.

We brought you last week the tale of the Faroe Islands and how the destination was using its remoteness as a hook to bring in tourists. Now we have another story of a destination turning what could be a weakness into a strength.

Remember folks, at Skift New Luxury we’re not afraid to go beyond the usual high-end hotels and resorts. Newfoundland and Labrador is anything but traditional, and the tourist board’s award-winning campaigns surrounding icebergs have helped it stand out in what is a crowded marketplace.

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 One Canadian Province Uses Icebergs to Attract Visitors: The best advice for destinations large and small as they embark upon marketing campaigns is keep it real. The efforts of isolated, iceberg-laden Newfoundland and Labrador is proof that going with the authenticity “floe” can melt the hearts of potential visitors.

Why George Clooney’s Sultan of Brunei Hotels Boycott Is Misguided: Clooney’s effort to boycott the Dorchester Collection is the wrong approach. In effect, it actually serves to harm the frontline staff and workers in the hotels that create the magic for guests and Hollywood luminaries alike.

Costa Cruises’ New China-Bound Ship Is Afloat With Luxury Retail: Costa Cruises is going all out to make sure passengers in China have the right shopping opportunities on its new ship. Will high-end onboard retail make the market more lucrative for the operator?

Singapore Steamrolls Casino Resorts to Invest $6.7 Billion More in Tourist Attractions: The iconic Marina Bay Sands will get a fourth tower. There will also be a new concert arena. Over at Resorts World, there’ll be two new hotels, a bigger Universal Studios, and an oceanarium. Singapore’s way of getting casino resorts to improve the city’s tourism appeal is smart and fair — never mind that it’s a bit of coercion. The resorts wouldn’t invest more if they weren’t benefiting.

These Are the Most Lucrative Vacation Rental Markets in the U.S.: Airbnb, VRBO, and HomeAway hosts, take note.

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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: Kayaker with iceberg off Quirpon Island Western, Newfoundland. Icebergs are a big tourist draw. Newfoundland and Labrador Tourism