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Learn how creating detailed customer profiles informed the design and services of Wynn Ras Al Khaimah’s new luxury resort, matching the expectations of UAE’s upscale market.
Build detailed profiles of luxury buyers in the UAE to shape the development and marketing strategies for Wynn Ras Al Khaimah's upcoming resort, ensuring it meets the tastes and needs of sophisticated customers.
Hospitality and Luxury Services
United Arab Emirates
Quantitative Research, Customer Personas
Wynn Resorts, in collaboration with Marjan and RAK Hospitality, was set to develop a multibillion-dollar integrated resort in Ras Al Khaimah by 2026. To optimize their understanding of the local luxury market and tailor their marketing strategies effectively, they engaged Standard Insights services to analyze and develop detailed customer personas of potential customers.
The primary challenge was to accurately identify and understand the complex profiles, behaviors, preferences, and expectations of luxury spenders in the UAE, a diverse and competitive market. The company needed detailed insights to inform their development and marketing strategy for the new resort, ensuring alignment with the preferences of high-value customers in various luxury sectors, including hospitality, entertainment, leisure, and F&B.
We conducted a comprehensive study using online surveys, divided into two batches to ensure deep insights across the specified industries:
Data Collection: We conducted extensive online surveys targeting different aspects of luxury consumption, divided into two main categories:
8 Persona Development: Using the data collected, we developed detailed customer personas by analyzing:
Our comprehensive study provided Wynn Ras Al Khaimah with actionable insights necessary for the strategic planning and development of their new luxury resort. The customer personas developed from our research facilitated a deep understanding of the diverse luxury market in the UAE, enabling Wynn Resorts to tailor their services effectively. These insights directly influenced the decision to incorporate specific features in the resort, including:
Additionally, this project enabled Wynn Resorts to strategically position their offerings, ensuring they meet the expectations of high-value customers and enhance the overall guest experience, anticipating a successful launch and long-term popularity of the resort.
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