We have entered a new era of travel. As newly affluent citizens pop up in different regions of the world, and the travel industry expands to meet their demands, how can travel beauty brands cater for more customers while somehow maintaining a sense of exclusivity and locality? As emergent middle classes seek the material aspect of luxury travel, more mature markets are craving a new, evolved kind of beauty luxury. This is why offering luxury customers a relevant, personal and exclusive experience will become even more crucial than it is today – it will be a differentiating factor between old and new luxury. How is the SPA industry changing to meet expanding expectations and how global brands are changing to interact with travelers from Asia?