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This chapter explores in-depth the particularities of the luxury travel industry during the coronavirus pandemic. The chapter begins with a literature review on the concept of the experience referred to as luxury travel, followed by a brief overview of the measures adopted globally in the tourism sector for the prevention of COVID-19. Due to the impact of the crisis, high-net-worth individuals (HNWIs) have changed their motivations, preferences and behaviour. To meet the new demands prompted by the pandemic, the luxury travel industry has adopted a wide range of strategies that have been classified into three groups: (1) reducing new moments of friction; (2) experiencing protection and (3) building new memorable experiences. A selection of examples from the luxury travel industry illustrates each category. The chapter ends with a case study that describes the strategy adopted by Fiji to respond to the pandemic. The manner in which Fiji has tackled the pandemic may be inspiring for other tourism-dependent destinations as Fiji has been able to protect the health and safety of the inhabitants of its islands while preserving the local economy, which relies on tourism.

In contemporary cities, private actors, such as luxury fashion houses, increasingly participate in projects, affirming themselves as relevant players in urban transformation. Based on the case of “SouPra” district (Milan, Italy), this chapter focuses on the effects of the opening of a fashionable artistic venue on the tourism development. It explores the promotional actions implemented by tourism entrepreneurs after the opening of the Prada Foundation. The analysis leads to two main results: actors in tourism exploit the urban brand conveyed by Prada, which becomes an integral part of the city branding. Fashion houses also act as marketing devices, producing new urban narratives that influence both the tourist and the real estate market.