The challenge
A luxury travel brand needed to understand the decision journeys, loyalty and unmet needs of affluent travellers who take at least one five-star trip a year, including the rare ultra-high-net-worth tier. The qualifying base was small and the top tier hard to reach.
Our approach
We used an online screener and survey to find the right travellers, then moved into in-depth interviews.
- Screened and surveyed travellers online
- Ran in-depth interviews on the full travel journey
- Reached the rarest tier through validated specialist partners
- Validated every record after review
The results
- Specialist partners unlocked the elusive top-tier traveller
- Interviews mapped the full luxury decision path end to end
- Clear view of what keeps affluent travellers loyal
Client project. Client details are anonymised.
