Finding High-Net-Worth and Ultra-High-Net-Worth Individuals for a Luxury Hotel Chain

Jul 3

Request

A high-end hotel chain was doing brand positioning research and requested that Zintro help find their target audience. They wanted to speak with high-net-worth individuals (HNWIs) and ultra-high-net-worth individuals (UHNWIs) about which hotels they prefer to stay in and why. Specifically, they wanted to speak with individuals that stay in hotels for more than 30 nights per year. Their goal? To gain an understanding of their brand’s perception and how it compares to other luxury accommodations. They requested 16 in-depth interviews (IDIs) with individuals with $30M+ in investible assets, as well as 100 survey respondents with $10M+ in investible assets.

Solution

Zintro recruited HNWIs and UHNWIs using a combination of its preexisting panel and custom recruitment team. While this audience is notoriously hard to screen, Zintro has completed many projects with this audience, including topics like private plane usage, luxury travel, and financial management selections. Zintro is also able to pull from B2B audiences, including CEOs, CFOs, and investors, and use them for consumer purposes.

Results

Zintro presented 18 UHNWIs to the client to choose from, and 16 were selected for 60-minute interviews. For the quantitative component of the project, Zintro recruited all 100 of the requested HNWIs using a qualitative approach rather than a traditional panel. This included screening and selecting individuals to participate in the survey. One thing in particular that the client appreciated was the added verification of seeing the LinkedIn profiles of respondents.

By the Numbers