CASE STUDY PRODUCT INNOVATION

Product Innovation

Challenge

Scorpios asked us what the future of luxury travel is and how they should update their offer to remain relevant and competitive.

Response

To help Scorpios (part of the Soho House Group) future-proof its offer we conducted an in-depth study of the changing travel landscape for affluent consumers.
We looked at global macro trends (contextual trends) that impact wealthy individuals as well as changing consumer needs and aspirations in luxury travel.
Through a workshop with the team, we prioritised trends and updated the offer and revised the strategic target customer.

Impact

We worked closely together with the Chief Creative Officer and the creative team to map the implications of the trends and develop new concepts to update the value proposition. The concepts are now being further refined in preparation of the holiday season.

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