Yonder has launched The Decode, a new insight product designed to help leaders in luxury and ultra-luxury hospitality understand what affluent and UHNW travellers expect now.
Created for hotel groups, luxury portfolios, branded residences teams, master developers and destination builders, The Decode combines a full report with a bespoke senior leadership workshop. It is built to help decision-makers move beyond assumption and make clearer choices across guest experience, service, design, development and growth.
The Decode’s launch comes at a time when luxury hospitality brands are facing rising expectations from high-value guests, alongside increasing pressure to differentiate in a competitive global market. While many businesses still rely on broad market trends reports or internal opinion, The Decode has been developed to offer a more rigorous and practical alternative.
At the heart of the report are twelve luxury travel codes and seven guest needstates, giving hospitality brands a structured way to understand what guests need emotionally and how those needs should be met through the experience itself.
What sets The Decode apart is the research behind it. Yonder analysed digital behaviour across more than 1.8 million luxury consumer profiles in the UK, US and Saudi Arabia, alongside more than 14,000 social posts generating over 23 million impressions. This was combined with direct interviews with affluent and UHNW travellers who stay in five-star resorts at least three times a year and spend a minimum of $1,600 per night, as well as interviews with senior experts from across concierge, operations, marketing, wellness and branded residences.
Yonder also applied behavioural science throughout the process, helping explain not just what luxury guests are doing, but why.
Dougie Hastings, Senior Director of Yonder’s Luxury Hospitality and Placemaking team, said of The Decode:
“Luxury has changed, but too much of the category is still working from old assumptions. The Decode was created to give hospitality leaders a clearer, more evidence-based understanding of what high-value guests expect today and how to respond in ways that are commercially meaningful.”
The Decode is now available, with a free downloadable preview.
Read the preview most relevant to your market: