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Defining the Mindset of Luxury Travelers With an Inspiring Brand Muse

"The luxury brand Muse created by MODIV has been instrumental in guiding us to make strategic decisions that differentiate our brand in the U.S. market."

VP of Global Luxury Brands
OPPORTUNITY
With the success of its luxury brand in Europe, our client began exploring establishing a luxury presence in the United States to complement the brands it already had in the region. This goal came with some challenging questions about the opportunity to truly differentiate a hotel in the noisy space of luxury travel.
  • 01 APPROACH
  • 02 MAKING MOVES
  • 03 DELIVERING VALUE
MODIV leveraged a rapid PULSE approach to generating a quantitatively-based brand persona that our client could use in pressure testing their assumptions and instincts about consumer reactions to a new luxury hotel brand being available. Over a 21-day period, MODIV fielded a survey of high-net-worth luxury travelers, interpreted the findings, and developed a multi-dimensional brand Muse which our client continues to use in testing strategic choices for the brand’s emergence.

MODIV was engaged to help our client use quantitative research to create a persona that could be used by their luxury brand teams in defining and differentiating a set of standards for its entry into US markets.

More specifically, the client wanted a Muse that would inspire them as they made the hard choices about what to leave out when it comes to luxury hotel standards. This meant getting a rich understanding of 1) how the Muse thinks about luxury brands in general, 2) how the Muse shops for and compares luxury experiences, and 3) what the Muse requires from a hotel for it to be perceived as luxurious.

MODIV’s aversion to “stock image” personas ensured the luxury brand Muse that was created pushed our client beyond generic, cookie-cutter ideas towards truly differentiated standards that required meaningful trade-offs between multiple strategic directions.

MODIV’s approach to rapid survey techniques allowed the client to quickly establish a Muse which allowed them to move into planning and budgeting season less reliant on assumptions and “gut feelings” about where investments should be made.

The Muse has served as a guidepost and sounding board for our client as they have worked to develop brand offerings and standards that are serving as the foundation for this emerging luxury hotel brand.

Additionally, our client now has a starting place for target audience development as they begin moving toward marketing strategies and measuring gains in brand awareness, perception, and usage.

MEASURABLE RESULTS
$850M in estimated annual luxury hotel spend associated with the Muse
23% strategic options and concepts eliminated in favor of those priorities most aligned with the Muse
23 month roadmap defined for the activation of the core priorities

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