The Decode
Luxury hospitality research on affluent and UHNW travellers
What luxury guests want and need, now
The Decode is a proprietary report and senior leadership workshop for brands in luxury and ultra-luxury hospitality.
Using face-to-face interviews with UHNW travelers in the Middle East, Europe and the US, industry experts and digital analysis, it helps hotel groups, luxury portfolios, and destination developers understand what UHNW travelers and affluent travelers now expect from the luxury guest experience.
What is The Decode?
Built on behavioural science, guest research and market analysis, The Decode gives senior teams practical luxury hospitality insights they can use across strategy, service, design and growth.
This behavioural science approach is a key point of difference and helps explain not just what guests are doing, but why.
The Decode comprises:
- A full report detailing the twelve luxury travel codes and seven guest needstates
- Practical implications for brand, service, design and development
- A bespoke two-day workshop to apply the findings to your business
What is in the preview?
By downloading this exclusive, free preview of The Decode, you will receive:
- Two of the twelve luxury travel codes, in full
- A first look at the thinking behind The Decode
- A clear introduction to the methodology and practical value
Why download The Decode preview?
Luxury guest expectations are changing quickly. Many brands are still relying on outdated assumptions or generic trends reports.
The Decode helps you understand what affluent and UHNW travelers want now, why it matters and how to respond with more confidence.
Who it's designed for
The Decode is designed for senior teams in the Middle East responsible for strategy, marketing, design and guest experience in luxury and ultra-luxury hospitality.
- Hotel groups
- Luxury portfolios
- Master developers
- Destination builders
- Branded residences teams
Download a preview of The Decode
The preview gives you an exclusive look at how The Decode helps brands understand affluent and UHNW travelers and use this insight to create relevant and commercially effective guest experiences.
Enter your details below to instantly download the preview.
The Last Place Left to Be Local
Architecting the future of luxury hospitality: Introducing The Ultra-Luxury Playbook
Heritage hotels – Stuck in luxury’s past?
Whether you’re in central London, on Park Avenue in New York, or in Singapore’s Downtown Core, you’re never more than