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CASE STUDY

Luxury Market Analysis and Persona Development for Wynn Ras Al Khaimah's New Resort

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.

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Use Case

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.

Industry

Hospitality and Luxury Services

Region

United Arab Emirates

Product

Quantitative Research, Customer Personas

The Challenge

Analyzing the UAE Luxury Market

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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.

The Solution

Developing Detailed Customer Personas through Comprehensive Market Research

persona

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:

  • Luxury Industry and Lifestyle Survey: Focused on general luxury spending habits with over 300 respondents.
  • Entertainment, Leisure, and F&B Survey: Concentrated on specific preferences within entertainment, leisure, and F&B sectors with another 300 respondents.

 

8 Persona Development: Using the data collected, we developed detailed customer personas by analyzing:

  • Behavioral patterns and spending habits
  • Preferences and expectations
  • Qualitative data from open-ended responses
  • Employing advanced statistical analyses and data visualization techniques

The Results

Informing Strategic Decisions for a New Luxury Resort Development

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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:

  • Over 1,000-room Hotel: Designed to cater to the luxury accommodation preferences identified.
  • High-end Shopping Mall: Aligned with the shopping habits of the luxury spenders.
  • Meeting and Convention Facility: To attract business travelers and corporate events.
  • Spa and Wellness Centers: Developed to meet the health and wellness expectations of luxury clients.
  • More than 10 Restaurants and Lounges: Offering diverse, high-end dining options.
  • Gaming Area and Additional Amenities: Based on entertainment preferences highlighted in the study.

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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