Yes, America is Still Beautiful

And with my mind full of advertising thoughts, here’s the news…

Travel Industry News & Trends

Capella Heads to Florence

Capella Hotels & Resorts (link) will make its long-awaited European debut this fall with the opening of Capella Firenze, set inside a 19th-century former bank near Piazza della Repubblica. The 55-room property promises Italian craftsmanship, contemporary elegance, and immersive cultural programming, all just a short walk from the Duomo. LTA

Another reason to stop treating Florence as a day trip.

Luxury Brands Take Over Hotels

Fashion labels like Dior, Bulgari, Valentino, and Michael Kors are putting their stamp on luxury hotels and spas, from Aspen to Marbella. Dior‑themed facials at The Little Nell or Michael Kors signature gifts at the Montauk Yacht Club. These partnerships blend branding with unique guest experiences, transforming hotels into brand showcases and potentially new sources of revenue for hoteliers and advisors alike. INSTYLE

Staying overnight = staying in style.

Family Therapy Meets Luxury Travel

New Zealand’s Bluestone Families now offers upscale retreats that blend spa stays with on-site family therapy, helping multi‑gen families reconnect. At around $80,000 for five nights, these experiences go beyond pampering, focusing on emotional well‑being, screen‑time discipline, and deeper communication. WSJ (paywall)

Because luxury today includes mental health.

Anantara Arrives in Austria

Anantara Hotels has taken over Vienna’s Palais Hansen Kempinski, marking the brand’s debut in Austria. Now operating as Anantara Palais Hansen Vienna Hotel, the property sits on the Ringstrasse and blends imperial heritage with contemporary design. It features 152 rooms and suites, an indoor pool, and revamped dining by award-winning chefs. A soft rebranding phase is underway, with full Anantara programming to follow. DOW NEWS

From Kempinski elegance to Anantara flair, Austria just leveled up.

Ponant Charts a Course for Baja

Ponant Expeditions (link) has unveiled a new Baja California itinerary set for Winter 2027, focused on the Sea of Cortez’s rich marine biodiversity. The small-ship cruise includes whale watching, desert island hikes, and marine conservation themes. With only 184 passengers on Le Bellot, it’s another sign that high-end expedition cruising is shifting toward warmer waters and softer adventure. TRAVEL PULSE

This is for travelers who want Cousteau-level nature with champagne comforts.

The Expert’s Guild Marketing Corner

Brand USA's New Campaign Misses the Mark Despite Polished Messaging

Brand USA just launched "America the Beautiful" (YouTube), a global tourism campaign featuring AI-powered travel planning and nostalgic visuals timed perfectly for the 2026 World Cup and America250 celebrations.

The messaging is clear: “The USA is open for business.”

But the numbers tell a different story.

International arrivals dropped 11.6% in March, rose just 8% in April, and fell again by 2.8% in May. Year-to-date arrivals are still down 0.8% compared to 2024. Brand USA points to Easter’s calendar shift, but that doesn’t explain the weak April, especially considering Mexico’s Semana Santa should have boosted travel.

More concerning:

Polls show higher intent to visit, but intent isn’t action.

Sentiment is emotional.

Bookings are behavioral.

And while the campaign leans into dreamlike visuals, it misses the current priorities for today’s traveler: ease, safety, pricing, and flexibility.

Countries like Japan, Italy, and the UAE have dramatically improved both perception and infrastructure, while the U.S. still battles visa delays, political noise, economic volatility, and headline-driven safety concerns.

Your clients will see this campaign.

But they’ll still turn to you and ask: “Is now a good time to go?”

That’s where your expertise matters most.

You’re the bridge between the spark of marketing… and the trust it takes to book.

Marketing creates the spark. Trust builds the bridge.

Read the full analysis and data breakdown at my Substack

Sponsored by the Savvy Traveler Guides

Destination Spotlight

Coastal New England

Coastal New England isn’t a region you just visit; it’s a rhythm you settle into.

This is where sailboats outnumber cars, handwritten menus still matter, and every village has a story.

From the weathered wharfs of Maine to the windswept dunes of Nantucket, New England’s coastline delivers a kind of luxury that doesn’t scream; it whispers.

It’s the quiet confidence of a region that’s been doing elegance long before anyone needed to brand it.

The experience here is seasonal, sensory, and rooted in tradition.

Late-summer clam bakes by candlelight, restored historic inns with fireplaces that still crackle, and fog-drenched mornings that end with rosé on a wraparound porch.

But don’t mistake timeless for static.

Over the last few years, a new layer of modern craftsmanship has emerged:

• Boutique distilleries and cider houses run by former tech founders

• Local artists with museum residencies

• Foraging menus alongside wine cellars stocked with Burgundy and Barolo

Key Destinations to Know:

• Martha’s Vineyard & Nantucket: Classic Americana with layered luxury.

  • Hotel to know: The Wauwinet. Refined, discreet, and only reachable by the in-crowd (or the right DMC).

• Kennebunkport & Camden, Maine: Old money charm meets coastal creativity.

  • Stay at the White Barn Inn, where the rooms are as thoughtful as the food.

• Cape Cod: Still one of the best places in America to disappear in style.

  • Base yourself at the Chatham Bars Inn, where generational families return year after year.

Seasonality Insight:
Late June through mid-October is prime. Fall foliage season adds a dramatic punch for guests who prefer crisper air, fewer crowds, and a slower, moodier kind of magic.

Travel Profile Fit:
Perfect for second-time U.S. travelers, multigenerational families, couples seeking nostalgic romance, or solo clients looking for solitude without sacrificing service.

NOT Sponsored

Destination Expert | Excursionist

Private Luxury Travel Across North America

Not all DMCs are created equal.

Some manage. Others elevate.

Excursionist is the latter. A discreet, advisor-only travel design firm crafting private, tailor-made journeys across the United States.

When it comes to New England, they don’t just book rooms or hire guides. They design travel that feels seamless, intentional, and rooted in place.

Their programs emphasize pace, privacy, and purpose, pairing classic coastal elegance with immersive access. Itineraries are designed around storytelling, not logistics, but the logistics are flawless.

Why They Stand Out in Coastal New England:

• Private access to oyster farms, sailing charters, and regional cultural sites, curated through vetted local partners

• Deep knowledge of seasonal timing and room categories at properties like The Wauwinet, White Barn Inn, and Chatham Bars Inn

• Itineraries that balance relaxed pacing with insider-only touches, such as private tastings, scenic flights, or hidden harbor picnics

• A focus on quiet luxury and low-key, high-impact moments that don’t appear on standard tour menus

Their work is quiet, intentional, and highly tailored; ideal for clients who want luxury without spectacle and intimacy without compromise.

Excursionist works exclusively through vetted travel advisors.

There is no booking engine. No off-the-rack planning. Every trip begins with a conversation and a question:

“What do your clients want to feel at the end of this journey?”

Explore more at www.excursionist.com