Colin Nagy

Sales and marketing needs to evolve to address the cultural depth luxury consumers now demand. The best hotels are moving beyond "heads-in-beds" marketing to creatively place brands in culture, catering thoughtfully to sub groups and interests. When done right, the resulting glow adds value to businesses owning their brands fully.

Wendy Panaino has a unique job — she studies climate change in the Kalahari desert, mostly through her research on the elusive and endangered pangolin. She's had to turn half nocturnal to study and track in its natural habitat, and monitor its adaptation to a changing climate that will increasingly impact how and why we travel.

We're back with another installment of inspiration in hotels and hospitality. Female-led luxury seemed to be a common theme this year, alongside those maintaining standards, leading teams, and executing on subtle touches for the people who notice. Here are a few brands, ideas, and services that deserved a hat tip in 2022.

Often unseen from the front-and-center of a destination's tourism economy are people like Tendai Nhunzwi. In Zimbabwe, Nhunzwi, a trained accountant, is working tirelessly on the frontlines to ensure local communities are fed and healthy — underscoring the basic principle that there would no tourism without those communities.

Qatar has made strides since my last visit a year ago, with more of a cultural pulse, less friction for guests as large-scale hospitality and infrastructure projects come online ahead of the World Cup. Officials are hoping once the players leave the pitch for a final time in December Qatar will have earned its credentials as a lasting tourism fixture in the region.

Ronald Akili, founder of Potato Head, barely scratched the surface of his work when he joined us on stage at Skift Global Forum. So we explore some of the other design and sustainability initiatives happening in Bali here.

It's not always apparent in the hyper-luxury narrative, but Dubai has a growing creative class. And 25hours is catering to it with a lobby and hotel that feels like a heartbeat in the middle of a financial district in the city. They are first movers for a coming flood of more lifestyle brands seeking a footprint in the city.

The distance between very good and superb is actually quite far and it requires motivated teams, attention to detail, and above all creativity to break out of commodity service delivery. Here are a few brands, ideas, and services that deserve a tip of the hat.

Air France is looking to move upmarket and leaning into elegance with their new ad spots. Coupled with product improvements and a world that is opening up, this is not a bad strategy.

Danny Akaka, a historian and ambassador at Auberge Resorts Mauna Lani in Hawaii, represents the best of modern cultural diplomacy. He's worked at the property for 39 years and shares the stories, oral traditions, and spirit of the area with guests who can't get enough. As luxury travelers look for more meaning in their travels, this is a masterclass on how to broker it elegantly.