LSN : Daily Signals : American Airlines’ first-class wine club

An eco-community for elevated living in Utah

Benloch Ranch, Utah

Utah, US – Benloch Ranch, a new housing community in the Wasatch and Uinta Mountains, is built around minimalism and practicality.

Designed to offer luxury living in a near-wilderness, the houses sit easily in the natural environment, prioritising fluid outdoor living spaces. Featuring over 900 acres of open space, Benloch Ranch's expansive land provides residents with trail walks, skiing and golf, among other outdoor activities. A community retail centre and grocery store, as well as restaurants and bars, are accessible in nearby Park City.

To bolster the Ranch's eco-credentials, its developers are planting native plant species, sourcing sustainable materials and reducing noise pollution to protect the health and safety of native wildlife species. Developer Jamie Mackay explains: ‘We have adopted a high level of sustainability standards including protection policies surrounding wildlife preservation, conservation of vegetation and water quality protection.’

This new development is providing a level of luxury living tied to outdoor activities and the preservation of nature, reflecting the wider shift towards rural living as a luxury.

Inigo’s modern take on historical home selling

Inigo estate agency, UK

UK – New estate agency Inigo specialises in giving historical context to Georgian, Victorian and Edwardian homes being sold across Britain.

Launched by estate agency The Modern House, this sister broker will target prospective buyers of period style homes in rural and urban areas. As part of the selling experience, Inigo aims to set itself apart by offering in-depth historical explorations about each house, uncovering aspects like the home’s architectural style and facts about previous home-owners. Listings will also be supported by magazine-quality imagery.

‘Inigo is a logical extension to what we’re already doing [with The Modern House], with shared core values, a strong editorial point of view and a personal approach to service,’ says Matt Gibbard, co-founder of the estate agency. ‘The market for period townhouses and village rectories is well established, but we believe that there’s a requirement for a new estate agency with modern marketing methods and genuine brand integrity.’

From high-end homes to fashion houses, the luxury sector is becoming more transparent about historical legacies. Read more in Heritage Refashioned.

American Airlines’ first-class wine club

Wine Club by American Airlines, US

US – The airline is launching a luxury wine subscription service to give absent fliers a taste of wines normally enjoyed on board.

Partnering with retailer Vinesse Wines, the Flagship Cellars wine club collates popular bottles of international white and red wines served on board American Airlines’ first-class flights. Customer can shop from a selection chosen by the airline’s sommelier Bobby Stuckey, sign up to a monthly subscription or build their own customised boxes.

The airline is using the venture to sell high levels of leftover wine not being used on its flights, while keeping consumers engaged with the airline during the travel lull caused by Covid-19.

To tempt existing American Airlines customers to join, each member will be gifted 2,000 AAdvantage miles by the airline, which members can put towards future flights.

‘We created Flagship Cellars to provide more ways for customers to enjoy our wine even if they aren’t flying in one of our premium cabins,’ explains Alison Taylor, chief customer officer at American Airlines.

As Covid-19 pauses the hospitality industry, many businesses in this sector are expanding their offer beyond the temporality of holidays. Read more about this in our macrotrend, Omnilux Lifestyles.

Stat: Misinformation remains a concern for US citizens

US citizens are uneasy about the increase of false information being shared online, particularly when it's posted on social media.

According to a recent poll by Ipsos, more than eight in 10 (83%) Americans are concerned about the spread of false information – with over half (54%) saying that they are 'very concerned'. Some 69% believe that what they’re reading on social media is inaccurate. Many citizens are especially worried about false information in relation to current affairs, with 80% specifically concerned about claims relating to Covid-19 and vaccines.

With fake news and alternative facts gaining ground among some Americans – including false claims about Covid-19 and QAnon – people are seeking media outlets that are trustworthy in order to stay informed about current affairs. For more, see Veritas Media, which explores some of the ways in which organisations are helping people to identify authentic news stories.