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Product Innovation
Challenge
Scorpios asked us what the future of luxury travel is and how should they 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 developed in preparation of the next holiday season.