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.

Cincinnati isn’t well-known as a luxury destination, but every year, tennis fans — who are some of the biggest spenders in sports — descend on the city for the Western & Southern Open.

It’s not unusual for places to do well out of events, but in some cases they have the ability to shift perceptions and bring in different types of visitors, and Cincinnati is a great example.

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

Cincinnati Courts Luxury Travelers Through Pro Tennis: Major sporting events take place in cities that already attract large numbers of high-end tourists. But for one small Midwestern city, hosting a professional tennis tournament is a way to attract luxury travelers who might otherwise not consider a visit.

Four Seasons Shows That Hospitality Can Be a Passport to a Global Career: Hospitality can be the gateway to a richly rewarding global career. But even some of the top brands aren’t making this sell well enough to the next generation of talent. Here’s how to do it.

First Direct U.S. Flights to Cape Town in 15 Years Will Be Boon to Tourism: United’s plan to launch direct flights between New York and Cape Town, South Africa, is a potential bonanza for tourism in the city and the wider region. Now local operators are holding thumbs the seasonal route becomes year-round.

Peninsula’s Personalization Plans Include Reducing Size of Hotels: Think Peninsula Hotels and what comes to mind is white-glove, green-Rolls Royce, and red-carpet treatment. Think again: This is one of the meanest machines in luxury hotel technology. It only gets meaner — and leaner — as ultra high-end guests become more uncharitable when their individual needs aren’t met.

Skift Forum Europe: Silversea CEO on the Evolution of Luxury Cruising: Luxury travelers are demanding new experiences, and cruise lines that cater to the market are trying to deliver. Roberto Martinoli will speak about that shift and more at Skift Forum Europe later this month.

Notre Dame Is the Global Test Case of the Neglected Tourist Site: Even with Notre Dame closed for some time, France and Paris will still define what tourism is for most contemporary tourists.

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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: One of the courts at the Lindner Family Tennis Center. The venue hosts the Western & Southern Open. Cliff Turrell / Cincinnati USA