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Product Innovation


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


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.


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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