T H E LU X U RY CO N S U M E RTHE EVOLUTION OF

Waldorf Astoria analyzed proprietary research, market

competition and trends addressing luxury hotel brands and

luxury accommodations to define the consumer mindset.

Based on this research and examining 12,500+ global

conversations across social media in 2017, the brand is now

defining their target consumer as The Discerning Traveler.

They expect unparalleled hospitality and seek unforgettable

service against a beautiful backdrop. While they value tradition

and heritage, they expect fresh expressions of modern luxury

that encourages mindfulness - being present in the moment.

OUR RESEARCH

R E S E A R C H H I G H L I G H T S

THE DISCERNING TRAVELER

THE CHANGING LUXURY

LANDSCAPE

The luxury market is expected to exhibit a 3 to 4% compound annual

growth rate from 2017 to 2020 with new players entering. 01

01 – BAIN (2017) | 02 – WEALTH X (2017) | 03 – LUXURY SOCIETY (2016)

O U R I N S I G H T SConsumers are seeking a sense of place to savor every moment in a world of classic luxury and iconic environments.

They want to be present and escape a world full of constant interruptions, extended work hours and social obligations.

LUXURY CONSUMERS WANT

A S E N S E O F P L AC E

TO B E P R E S E N T

I CO N I C LO C AT I O N S A N D T R AV E L

I N T U I T I V E A N D A N T I C I PATO RY S E RV I C E

N E W E X P R E S S I O N S O F LU X U RY

LUXURY BRANDS MUST

C R E AT E D E S I R E

O F F E R R A R I T Y

D E L I V E R P E R S O N A L I Z AT I O N

P R E S E N T E X P E R I E N C E S

S H A R E E M OT I V E S TO R I E S

T H E I M P L I C AT I O N S

Live Unforgettable is the alchemy of our anticipatory True Waldorf Service, our iconic

environments and our guest’s desire to live in the moment. When these three elements combine

at a Waldorf Astoria, every moment becomes unforgettable. These are moments that uniquely

blend the timeless with the timely, the humorous with the bold, or the expected with the unexpected.

For this is what it means to live in the moment. This is what it means to Live Unforgettable.

L I V E U N FOR G E T TA B L EP R E S E N T I N G

YOUNGER LUXURY

CONSUMERS

By 2025, Millennials and Generation Z will account for  45% of the global personal

luxury goods market. 01

INCREASING FEMALE

AFFLUENCE

Women have been underrepresented but are slowly gaining ground. 02

EXPERIENTIALLUXURY

This key segment is investing more in meaningful life

experiences as opposed to luxury products. 03

THE RELEVANCE CHALLENGE

The luxury landscape has changed and so

have consumer demands. Heritage brands

are facing a unique relevance challenge.

Traditional luxury brands

are labeled “old world”

Luxury brands must honor their heritage, but

still attract the next generation of consumers

A BOLD NEW CAMPAIGN

We looked at the landscape, we evaluated

the relevance challenge and adapted to create

something unexpected for Waldorf Astoria.

Bold and humorous

Resonates with all generations, globally

Challenges the traditional luxury scenes

Aspirational, yet relatable