Napa Valley Reframes Luxury with ‘Live a Little or a Lot’ Campaign to Appeal to All Travellers

The official tourism organization of Napa Valley, which promotes the famous California wine region, has launched a new marketing campaign that will transform visitor perceptions of luxurious travel experiences. The campaign, which uses the title “Live a Little or a Lot,” enables visitors to Napa Valley to choose their own way of experiencing the region between its peaceful environments and its luxurious offerings. The destination will provide visitors with customized luxury experiences through this initiative, which serves both guests who want to enjoy quiet time and those who want to experience high-end vacations.

Napa Valley is well-known for its world-class wineries, scenic landscapes, and sophisticated dining options. However, the new campaign acknowledges that luxury is a highly personal experience. Some travelers may prefer a serene afternoon sipping wine in a vineyard, while others may wish to indulge in Michelin-starred meals, exclusive spa treatments, or extravagant experiences like seven-course wine-paired lunches aboard a restored 1915 Pullman rail car. The campaign celebrates these diverse preferences, encouraging individuals to design their own version of the “good life.”

‘Live a Little or a Lot’ was created in collaboration with independent full-service agency The Shipyard and is being promoted in key markets such as California, New York, and Texas. It will run across various media channels, including connected TV (CTV), social media, digital displays, and print, alongside strategic editorial and branded content partnerships with publications like Modern Luxury, Condé Nast, VinePair, and Wine Spectator.

Tailored Travel: A New Era of Luxury

In today’s travel climate, many individuals seek experiences that reflect their personal tastes, moving away from generic, algorithm-driven itineraries. Napa Valley’s new campaign captures this shift by offering visitors the flexibility to explore Napa Valley’s five distinct towns, Calistoga, St. Helena, Yountville, Napa, and American Canyon, each with its own unique vibe. Whether travellers are looking for a quiet retreat or an adventure filled with luxury, they can tailor their visit to meet their own expectations.

The campaign includes six captivating 30-second spots that showcase a wide range of Napa Valley experiences. From intimate moments in vineyards to lavish nights in luxurious accommodations, these spots display Napa Valley’s versatility. One standout example is the Michelin-starred dining experiences set against the stunning backdrop of the valley’s rolling hills and sun-drenched vineyards.

Amanda Moul, Vice President of Account Management at The Shipyard, noted that Napa Valley’s challenge was to convey its world-class offerings while ensuring they remained accessible to a broader audience. The balance between high-end luxury and approachable indulgence is at the heart of the “Live a Little or a Lot” campaign. Napa Valley offers an experience for every kind of traveler, with elevated yet attainable options for everyone.

A Destination for Every Traveller

While Napa Valley is synonymous with fine wine and opulent experiences, the destination is not just for those with deep pockets. In fact, many of Napa’s most charming and memorable experiences are accessible, making the region an attractive choice for all types of visitors.

For those seeking adventure, the Napa Valley Vine Trail offers over 47 miles of walking and biking paths that connect Napa’s wineries, charming towns, and breathtaking landscapes. Visitors can take in the valley’s natural beauty while enjoying the outdoor activities Napa has to offer. Beyond the vineyards, Napa Valley also boasts hot air balloon rides, art galleries, golf courses, and wellness retreats. This variety ensures that Napa is a versatile destination, appealing to a broad spectrum of travellers.

Moreover, Napa Valley‘s commitment to sustainable tourism practices enhances the experience. Local wineries and restaurants are increasingly adopting eco-friendly measures, such as using organic farming methods and reducing waste, making Napa an attractive destination for eco-conscious visitors. The region continues to support sustainable initiatives while delivering the high-quality experiences that Napa is famous for.

Napa Valley’s New Campaign Offers Something for Everyone

The “Live a Little or a Lot” campaign from Visit Napa Valley invites travelers to define luxury on their own terms. By highlighting the diverse experiences the region offers, from laid-back vineyard visits to luxurious stays and extravagant experiences, Napa Valley establishes itself as a destination that accommodates all preferences. Whether seeking an intimate escape or a lavish indulgence, Napa Valley is now more accessible than ever, and travelers have the freedom to curate a truly personal experience.

Napa Valley will attract different types of travellers in 2026 because its world-class facilities and luxury services make the destination accessible to all visitors. The expanding destination shows that different people have unique ways to experience luxury in their own “good life” through the various options available in Napa Valley.

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Metropolitan Touring Offers Extended Nine-Day Galápagos Journeys with Unique Wildlife: What You Need To Know

Metropolitan Touring, which stands as one of the top companies that operate luxury expedition cruises, now introduces two new nine-day Galápagos Island trips to its existing cruise offerings. The extended itineraries which scientists created to provide deeper access to the archipelago’s wildlife and natural environments, will become the primary attraction for visitors who want to travel across the entire island chain. Passengers can experience two new trips, the Islands of Fire Adventure and the Origin of the Species Adventure, which operate on La Pinta and Isabela II, two ships that offer both opulent facilities and professional-led educational trips.

For 2026, Metropolitan Touring has introduced these extended trips to give guests the opportunity to explore eight islands, including some of the Galápagos’ most remote and wildlife-rich locations. These nine-day itineraries cater to those who wish to go beyond the typical five- or seven-day excursions, offering more opportunities to discover the natural wonders of the islands at a leisurely pace.

The Islands of Fire Adventure: A Deeper Dive into Galápagos Wildlife

The Islands of Fire Adventure, hosted aboard Isabela II, starts at $9,208 per person and covers eight stunning islands across the archipelago. Highlights of the trip include a visit to Santa Cruz Island, home to the Charles Darwin Research Station, and Bartolomé Island, famous for its penguin snorkelling opportunities. Guests will also explore Santiago Island, where they can visit the Buccaneer Cove cliffs and spot fur seals and penguins near Chinese Hat.

Other stops include Fernandina Island, one of the most pristine islands in the Galápagos, and Genovesa Island, known for its seabird colonies, including the red-footed boobies and Nazca boobies. The Islands of Fire Adventure provides an in-depth look at the region’s diverse ecosystems, from volcanic landscapes to rich marine life.

Origin of the Species Adventure: A Journey to the Heart of Galápagos History

The Origin of the Species Adventure, offered aboard La Pinta, is priced from $11,974 per person and focuses on the islands’ historic significance and unparalleled wildlife. Starting in Baltra, the itinerary covers islands such as South Plaza and Santa Fe, both famous for their populations of land iguanas and sightings of the Galápagos hawk.

A highlight of this journey is the visit to Española Island, a sanctuary for seabird colonies, including blue-footed boobies, Nazca boobies, and frigatebirds. Additionally, guests can enjoy snorkelling at Gardner Bay and a trip to the secluded Eden Islet, known for its rich marine life. The trip concludes with a visit to Genovesa Island, where travellers can witness short-eared owls, along with red-footed boobies and frigatebirds, creating an unforgettable end to the voyage.

Metropolitan Touring: A Legacy of Exploration and Conservation

Founded in the 1950s, Metropolitan Touring is known for its commitment to sustainable tourism and educational experiences in the Galápagos Islands. The company offers one of the most eco-friendly and expertly guided cruising experiences, prioritising the protection of the islands’ delicate ecosystems. By focusing on small, intimate groups and expert-led excursions, Metropolitan Touring ensures that its guests experience the natural beauty of the Galápagos without disrupting the local environment.

Both new itineraries feature luxurious accommodations, all-inclusive dining, and immersive excursions led by knowledgeable naturalists, giving guests unparalleled access to the islands’ diverse wildlife. The intimate nature of these voyages ensures that each stop is an opportunity to deeply engage with the environment, whether on land or in the water.

Expanding Opportunities for Galápagos Adventure

These extended nine-day voyages reflect a growing trend in the travel industry toward longer itineraries that offer deeper connections to destinations. The Galápagos Islands, a UNESCO World Heritage site, offer one of the world’s most unique ecosystems, and these new itineraries aim to provide a more comprehensive experience for travellers.

For those seeking an extraordinary, once-in-a-lifetime trip, the Islands of Fire Adventure and Origin of the Species Adventure offer access to some of the most remote and biodiverse islands in the archipelago. These voyages cater to travellers who want more than a snapshot of the Galápagos; they want a complete, immersive exploration of the islands’ history, wildlife, and natural beauty.

An Unmatched Adventure in the Galápagos Islands

Metropolitan Touring’s nine-day itineraries are set to redefine the Galápagos travel experience in 2026. These voyages, which combine expert-led excursions, luxurious accommodations, and exceptional wildlife encounters, offer a unique opportunity for those seeking to fully immerse themselves in the wonders of the islands. Whether exploring the fire-scarred landscapes of Isabela Island or observing seabird colonies on Genovesa Island, these itineraries offer the chance to experience the Galápagos like never before.

These itineraries, for travelers who wish to go beyond normal Galápagos cruises, are an amazing way to explore the intricacies of the islands and to get intimate with the natural phenomena in a spirited way.

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ROW NYC Reopens in Times Square This May with Renovated Rooms and New Dining Experiences

The Times Square hotel ROW NYC will reopen its doors to visitors on May 1, 2026, after spending multiple years closed and undergoing major renovation work. The 1,300-room property has undergone a complete transformation, which includes new guest room designs and updated public areas and the addition of an all-day café and bar, a modern fitness center and cultural programs that reflect New York City street life.

A Reimagined Stay in the Heart of Times Square

Located at the bustling corner of 45th Street and Eighth Avenue, ROW NYC reopens its doors as a central base for New York City visitors. Positioned near Broadway theatres, transportation hubs, and top city attractions, ROW NYC offers accessibility, energy, and ease for tourists, Broadway audiences, families, and business travelers. The hotel’s revamped look, from rooms to public spaces, reflects a serene yet urban atmosphere, making it an ideal retreat after a busy day in the city.

The hotel’s guest rooms have been redesigned with comfort in mind, featuring clean-lined furnishings, custom millwork, and soft colour palettes. The spacious rooms offer sweeping views of the Hudson River and the Manhattan skyline, providing guests with a serene escape from the vibrant energy outside.

A Social Space for All: Percy All Day Café and Bar

The new Percy All Day café and bar, a 90-seat establishment located in the hotel’s lobby, will be at the heart of the guest experience. Inspired by early 20th-century photographer Percy Claude Byron’s images of New York City, Percy All Day offers a modern and approachable atmosphere that evolves with the city’s rhythm. Guests can enjoy coffee and pastries in the morning, casual meals during the day, and cocktails in the evening. The café is designed to function as more than just a dining space; it serves as a dynamic gathering spot, featuring flexible seating arrangements and a projector for curated activations.

With a menu that evolves throughout the day, Percy All Day offers a range of dining options from quick bites to pre-theater meals, and from casual lunches to evening cocktails. The venue’s design allows for both quiet moments and social interactions, giving guests the perfect space to unwind, work, or connect with others.

Thoughtful Programming to Connect Guests with the City

ROW NYC’s renovation extends beyond its physical spaces. The hotel will offer a range of programming initiatives designed to enhance the guest experience and connect them to New York City. From neighborhood-driven welcome experiences to wellness-focused amenities and cultural activations tied to citywide events, ROW NYC aims to provide guests with a more immersive stay.

The hotel is also committed to community initiatives that reflect its renewed presence in Times Square and its role in the broader New York landscape. Guests can expect a tailored, culturally rich experience that will allow them to explore the city beyond the typical tourist path.

A Modern Times Square Hotel for Every Traveller

The reopening of ROW NYC in May 2026 creates a new definition for staying at this location which stands in the center of Times Square. The hotel provides new spaces and improved dining options which combine with its community-based activities to serve all types of travelers who visit the hotel. ROW NYC serves as an ideal spot for people who want to explore New York City through its redesigned rooms and specialized city experiences.

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Classic Vacations Explodes Preferred Hotels to 2600 Luxury Worldwide Powerhouses Now: What You Need To Know

The hotel portfolio of Classic Vacations reaches 2600 properties worldwide, which enables advisors to provide customers with high-end lodging options. The advisors generate revenue by providing additional options that cover North America, Europe, Asia, and Africa, which they developed based on feedback from their partner network. Travel professionals create complex travel packages that include luxury accommodations with full commission benefits at destinations throughout the world.

Classic Vacations accelerates growth by prioritising high-demand markets, enabling seamless itinerary builds via intuitive platforms. The portfolio integrates urban legends, island retreats, and wilderness lodges, all backed by dedicated support teams. This evolution equips trade networks to meet client cravings for bespoke opulence.

North America Strengthened Lineup

Classic Vacations enhances US dominance alongside Mexico, Dominican Republic, Aruba, Canada, Bahamas, Barbados, and Curacao. The Beverly Hills Hotel delivers pink bungalow allure and poolside glamour in Los Angeles, while The Peninsula New York commands Fifth Avenue with chauffeured arrivals and skyline panoramas. These icons facilitate hybrid city-beach escapes.

Operators streamline commissions on diverse North American blends of glamour and turquoise shores.

European Destinations Enriched

Western and southern Europe flourish with additions in Greece, UK, France, Switzerland, Austria, Germany, Spain, and Italy. Domes Noruz Mykonos captivates with Aegean infinity pools, Cavo Tagoo Santorini stuns via cliffside caves, 1 Hotel Mayfair London pioneers eco-chic, and The Roseate Villa Bath revives Regency splendour. These fuel romantic, cultural, and alpine pursuits.

Trade experts forge multi-country odysseys tapping heritage trails and azure coasts.

Asia’s Luxury Power Surge

High-velocity Asia growth spans Thailand, Indonesia, UAE, Turkey, Maldives, Singapore, and Japan. Banyan Tree Dubai sanctuary offers rain-forest spas, The Sukhothai Bangkok Hotel weaves silk heritage luxury, and SIRO One Za’abeel Dubai innovates atop architectural marvels. Properties support wellness retreats fused with urban explorations.

Advisors capitalise on Asia’s boom, layering private jets and temple tours.

African Safari and Coastal Gems

Africa spotlights South Africa safaris with extensions to Seychelles, Zimbabwe, Botswana, and Namibia. Kempinski Seychelles Resort graces white sands with epicurean flair, Anantara Maia Seychelles Villas whispers seclusion via private beaches, and Kapama River Lodge South Africa thrills with rhino sightings near Kruger fringes. Kempinski’s entry heralds 13 elite addresses.

Kapama River Lodge immerses guests in 13,000-hectare private reserves teeming with lion prides, elephant herds, and rare leopards during guided dawn patrols. Luxury tents overlook the Klaserie River, where hippos grunt at dusk. Pair with Kruger proximity for seamless Big Five circuits, elevating Classic Vacations’ African portfolio to unrivalled depths.

Professionals design life-changing wildlife immersions synced with luxury downtime.

Landmark Kempinski Alliance

Classic Vacations pioneers ties with century-old Kempinski, incorporating 13 bastions from continental Europe to Bali and Seychelles. Renowned for imperial service and design-forward havens, these elevate portfolios. The move aligns with Classic’s 45-year trajectory in ultra-luxury wholesaling.

B2B channels amplify offerings for elite clientele chasing timeless elegance.

Ongoing Portfolio Evolution

Classic Vacations pledges continuous influx of advisor-aligned hotels and locales. The 2600 benchmark fuels dynamic tools like real-time availability and VIP upgrades. Future waves target untapped frontiers, fortifying market leadership.

Pinnacle Booking Empowerment

Classic Vacations’ preferred hotels at 2600 properties reimaginate global luxury for trade partners. Beverly Hills Hotel, Cavo Tagoo Santorini, Banyan Tree Dubai, and Kempinski Seychelles anchor regional triumphs which generate multiple revenue streams through different commission structures. Kempinski’s 13-site debut and safari lodges like Kapama enable cities to provide experiential packages which extend into wilderness areas. Advisors use this complete collection of resources to create superior client experiences, which establish Classic Vacations as the top luxury travel channel in changing travel markets.

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The Walt Disney Studios and WWII: A Unique Exhibition at the Dallas Holocaust Museum

The Dallas Holocaust and Human Rights Museum will present its new exhibition, The Walt Disney Studios and World War II, which demonstrates how Disney Studios supported US military operations during World War II. The exhibition, which opens on March 13 2026, and will operate until September 10 2026, will show how Disney used its animation and creative work to create military support during World War II.

Organized by The Walt Disney Family Museum, the exhibition highlights over 500 rare objects, film clips, and historical artifacts, demonstrating how The Walt Disney Studios contributed to the war effort with more than 90% of its output devoted to creating original artwork, training films, and public service media. The exhibition will also feature Disney’s iconic characters, such as Donald Duck, as part of military insignias, war bond campaigns, and other wartime efforts.

Disney’s Unwavering Commitment to the War Effort

When the United States entered World War II following the attack on Pearl Harbor in 1941, Walt Disney immediately pledged his studio’s support to the war effort. Disney’s lot in Burbank, California, was even converted into an Army anti-aircraft base. Despite the war’s many challenges, Disney’s studio produced more than 1,200 insignia for military units, as well as animated short films, instructional media, and government educational films, all produced without profit.

Walt Disney himself saw the potential for animation to uplift spirits during the war, understanding its ability to communicate war-related issues and provide an uncomplicated way for civilians and troops alike to engage with the ongoing conflict. Disney’s characters, from Donald Duck to Goofy, were featured on military aircraft, ships, and vehicles, spreading messages of solidarity and hope. This exhibition will bring these historical pieces to life, showcasing Disney’s immense contribution to the war effort.

An Immersive Family-Friendly Experience

Set within the Dallas Holocaust and Human Rights Museum’s rotating special exhibition gallery, the immersive exhibition will provide visitors of all ages a chance to step into the world of Disney’s wartime efforts. Visitors will encounter a range of exhibits, including visually stunning lantern displays, a community photo experience, and rare memorabilia such as wartime posters and films that tell the story of Disney’s dedication to uplifting morale through creativity.

The exhibition also underscores Disney’s role in shaping public perception through popular culture, with Disney characters featured in magazine ads, posters, and campaigns promoting food recycling, rationing, and war bonds. The exhibit will give a detailed look into how these efforts helped not only soldiers but also civilians on the home front.

A Legacy of Resilience and Creativity

Mary Pat Higgins, President and CEO of the Dallas Holocaust and Human Rights Museum, emphasized the exhibition’s significance, saying, “The Walt Disney Studios and World War II tells a powerful story of creativity, resilience, and courage during one of the most challenging times in history. By showcasing Disney’s extraordinary contributions, we inspire visitors to recognize the impact of using creativity and compassion to stand against injustice.”

The exhibition serves as both a historical showcase and a reminder of how creativity can serve as a powerful tool for change, even in the most difficult circumstances. Disney’s ability to engage with and uplift both soldiers and civilians through its animation and media was vital during the war, and the exhibition will highlight the lasting impact of these efforts.

Celebrating the Role of ‘Upstanders’

The exhibition, which runs through September 2026, is part of the Dallas Holocaust and Human Rights Museum’s mission to educate visitors about the importance of standing against injustice and prejudice. It offers a unique opportunity for audiences to reflect on the moral courage and contributions of individuals like Walt Disney and his studio. It aims to inspire all generations to become “Upstanders” who take action and make a positive difference in the world.

A Unique Opportunity to Discover Disney’s Role in World War II

The Walt Disney Studios and World War II exhibition shows how a worldwide entertainment company supported one of modern history’s most important periods. The Dallas Holocaust and Human Rights Museum shows visitors an interactive experience, which displays Disney’s artistic talents that he dedicated to World War II service. The exhibition will attract Disney enthusiasts while also appealing to history enthusiasts and families who want to discover how creativity functions during wartime.

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Luxury Cruises in 2026: Record Demand Signals a New Era of Ultra-Premium Travel

The luxury cruise sector is currently experiencing a major boom, with record bookings setting the stage for a new era of travel. The demand for ultra-luxury cruising has reached a new high which led Regent Seven Seas Cruises to achieve its most successful booking month in January 2026. This surge in bookings reflects the growing desire for immersive and all-inclusive travel experiences, a shift that is reshaping the future of cruise tourism.

The Surge in Luxury Cruising Demand: What’s Driving the Change?

The rising demand for luxury cruises is underpinned by several factors. Many affluent travellers now see cruising as more than just a vacation, it has become a preferred lifestyle. This shift is particularly evident in the trend of longer voyages, with more passengers opting for sailings of 15 nights or more. Cruise lines like Regent Seven Seas are responding to this demand by introducing new, longer itineraries and even 133-night world cruises in the upcoming seasons. These voyages are designed to provide guests with deeper connections to the destinations they visit, offering a seamless travel experience where the journey itself becomes as significant as the destinations explored.

Smaller Ships, Bigger Experiences: The Luxury Shift

A significant aspect of the growing luxury cruise market is the demand for smaller, more intimate ships. As large cruise ships carrying thousands of passengers become less appealing to many high-end travellers, boutique vessels and yacht-style experiences are becoming increasingly popular. These vessels, often carrying fewer than 500 guests, provide a more personalised and exclusive experience, allowing access to off-the-beaten-path ports that larger ships cannot reach.

For example, Regent’s ultra-luxury ships offer water sports directly from the ship’s marina and elegant tenders to smaller harbours, offering a more immersive experience for travellers seeking intimacy and relaxation. The appeal of these smaller ships is further enhanced by their ability to offer customised shore excursions, ensuring that each guest has the freedom to explore their destinations at their own pace.

A New Generation of Luxury Cruisers

Traditionally associated with older generations, luxury cruising is attracting a new, younger demographic. This new wave of cruisers is particularly drawn to yacht-style experiences and highly personalised services that cater to their desires for exquisite cuisine, refined accommodations, and tailored experiences in port. With the addition of ultra-luxury hotel brands like Four Seasons Yachts and Ritz Carlton Yacht Collection entering the cruising space, more travellers are discovering the possibilities of high-end voyages. These offerings, which bring the luxury of well-known hotel brands to the high seas, are poised to further drive the growth of this sector.

The Canadian Influence: Shifting Preferences in Luxury Travel

For Canadian travellers, luxury cruises are becoming an increasingly popular choice, particularly as geopolitical preferences shape their travel decisions. As outbound travel to the United States continues to decline, many Canadians are opting for cruises from non-U.S.-owned companies, especially those sailing to destinations in Europe and Asia-Pacific. This trend is reshaping the patterns of outbound Canadian travel, with alternative itineraries gaining traction over traditional Caribbean sailings from U.S. ports.

Luxury Cruising’s Future: What’s Next?

With demand for luxury voyages showing no signs of slowing, the future of cruising looks promising. Regent Seven Seas, for example, plans to expand its fleet with the introduction of more Prestige-Class ships, reinforcing its commitment to meeting the growing demand for luxury travel experiences. The global luxury cruise market is set to grow significantly in the coming years, with premium cruising expected to reach USD 15.73 billion by 2034, reflecting a steady 7.6 percent annual growth rate.

In addition to fleet expansions, cruise lines are also investing in innovative itineraries and destination-focused travel that cater to the increasingly sophisticated tastes of high-end travellers. These ships will continue to offer more than just traditional cruise itineraries; they will focus on providing guests with immersive cultural experiences, nature-focused expeditions, and the opportunity to explore some of the world’s most exclusive locations.

The Future of Luxury Cruising

The luxury cruise industry currently experiences its most substantial growth period because customers now prefer to travel through more complete and detailed travel experiences. The cruise industry responds to current passenger needs through its development of smaller ships which provide intimate experiences and custom travel routes for younger cruisers. The luxury cruise industry will maintain its growth path because established luxury brands introduce new products which provide customized experiences and special events to their customers at sea.

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