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Luxmury Questionnaire

Scotland Luxury Lifestyle and Behavioural Insight Questionnaire

Your responses are anonymous and used only in an aggregated form to generate high-level insight and intelligence outputs.

Location (Select all that apply)

Scotland: Scottish resident Scotland: Scottish-based business owner Scotland: Both resident and business owner UK (outside Scotland): UK resident UK (outside Scotland): UK business owner UK (outside Scotland): Both resident and business owner International: International resident International: International business owner International: Both resident and business owner

Where are you mainly based at the moment?

How are you currently connected to Scotland’s luxury lifestyle or property scene? (Select all that apply)

I live in Scotland I own property in Scotland I am considering buying a property in Scotland I frequently visit Scotland for leisure I frequently visit Scotland for business I am involved in a Scottish luxury business or brand I am exploring Scotland for investment (property, land, business) I am exploring Scotland for lifestyle (wellness, retreats, seasonal stays) I have family or heritage links to Scotland I am only researching / curious at this stage Other

Which of the following best describes your role and profile? (Select all that apply)

High-net-worth individual (HNW) Ultra-high-net-worth individual (UHNW) Senior professional / executive Entrepreneur / business owner Family office / wealth representative Luxury sector professional (e.g., hospitality, fashion, travel, property) Advisor (e.g., legal, tax, banking, wealth management) Prefer not to say Other

What are your main motivations for considering Scotland right now? (Select up to 3)

Space and privacy Unspoiled nature and wilderness Heritage, history and architecture A change of lifestyle / new chapter Outdoor recreation and wellness (golf, hiking, skiing, cold-water, etc.) Family, education or personal ties Investment and wealth diversification Sustainable or regenerative living / natural capital opportunities Ancestry or emotional connection Business opportunities or expansion A calmer, slower pace of life Other

When evaluating a location or opportunity in Scotland, how important are the following factors? Please rate each from 1 to 10, where 1 = Not important at all, 10 = Extremely important.

Space and privacy

1 2 3 4 5 6 7 8 9 10

Natural scenery and landscape

1 2 3 4 5 6 7 8 9 10

Heritage and historical significance

1 2 3 4 5 6 7 8 9 10

A sense of community and belonging

1 2 3 4 5 6 7 8 9 10

Whisky, gastronomy and food culture

1 2 3 4 5 6 7 8 9 10

Cultural offerings (arts, architecture, music, festivals)

1 2 3 4 5 6 7 8 9 10

Outdoor lifestyle options (golf, skiing, hiking, water)

1 2 3 4 5 6 7 8 9 10

Wellness and “slow living” potential

1 2 3 4 5 6 7 8 9 10

Sustainability and environmental responsibility

1 2 3 4 5 6 7 8 9 10

Accessibility and ease of travel

1 2 3 4 5 6 7 8 9 10

In three words, what does “Scottish luxury” mean to you personally? You can be instinctive here – there are no right or wrong answers.

Is there a deeper personal or emotional reason behind your interest in Scotland?

In three words, how would you describe your ideal luxury lifestyle? This can be in Scotland or anywhere.

Which activities or experiences are most important to your lifestyle? (Select all that apply)

Golf Surfing or coastal activities Cold-water swimming Skiing or snow sports Trekking / hiking Sailing or fishing Nature therapy / outdoor wellness retreats Whisky, wine and culinary experiences Art, design and creative culture Regenerative or environmental projects Heritage restoration or stewardship None of the above Other

What type of Scottish setting appeals most to you? (Select up to 3)

Secluded rural countryside Coastal (beach or waterfront) Highland or mountain region Village or small community Estate or heritage property setting Near a town or city (easy access to amenities) Island life (e.g., Hebrides, Orkney, Shetland) Undecided / Not sure Other

How strongly do you see Scotland as a luxury destination today? Please rate from 1 to 10, where 1 = “Not a luxury destination at all” and 10 = “Absolutely a luxury destination.”

1 2 3 4 5 6 7 8 9 10

In a sentence or two, what makes you choose that number?

Which Scottish regions do you know, love or feel are overlooked?

Shetland Islands

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Orkney Islands

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Western Isles (Outer Hebrides)

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Highlands

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

North East (Aberdeen, Aberdeenshire, Moray)

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Cairngorms / Deeside

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Perthshire

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Dundee & Angus

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Fife / St Andrews

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Greater Glasgow area

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Edinburgh & Lothians

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Central Belt (Stirling, Falkirk, etc.)

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Argyll & Bute

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Inner Hebridean Islands (Skye, Mull, Islay, etc.)

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Scottish Borders

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Dumfries & Galloway

I know this region well I’m personally interested in this region I feel this region is underrated or overlooked as a luxury destination Not sure

Why do the regions you selected matter to you?

What concerns or hesitations do you have about Scotland as a luxury destination or investment location? (Select all that apply)

Weather and climate Remoteness or distance from major hubs Limited amenities or services in certain areas Transport or access difficulties Heritage property upkeep and running costs Tax, legal or regulatory complexity Economic or political uncertainty Property liquidity or resale potential Perceived lack of “luxury infrastructure” (e.g., retail, dining, services) Cultural or religious considerations Not sure which regions would suit me best Negative perceptions from peers or advisors I don’t currently have any concerns Other

Has anything almost made you hesitate, delay or walk away from Scotland?

What are you currently considering doing in or with Scotland?

Visiting regularly (leisure) Visiting regularly (business) Seasonal or extended stays (spending part of the year in Scotland) Purchasing a holiday home Purchasing a second home Relocating and purchasing a primary residence Undertaking a heritage property restoration Purchasing or managing a rural estate Investing in forestry or land Investing in natural capital or regenerative project Launching a business venture in Scotland Investing in a Scottish business Expanding a luxury brand into Scotland Planning to leave or relocate away from Scotland Divesting or reducing current investments in Scotland I’m only exploring, with no specific plans yet Other

Looking ahead 3–5 years, Do you expect to spend more time in Scotland, about the same, or less?

More About the same less

Looking ahead 3–5 years, Do you expect to invest more, stay similar, or reduce your involvement?

Invest more Stay similar Reduce your involvement

In three words, what would make Scotland even more attractive for you or your peers?

How do you prefer to discover new luxury experiences, properties or investment opportunities? (Select all that apply)

Personal referrals or introductions Through a trusted advisor (e.g., banker, solicitor, family office) Recommendations from friends or peers Private email invitations or introductions Curated email newsletters Social media content (e.g., Instagram, LinkedIn, YouTube) Online news sites or specialist blogs Luxury magazines or editorial features Broadsheet or business press articles TV or radio programmes Airport or city/outdoor advertising Private events or exclusive launch gatherings Via a personal assistant or concierge service In-person networking or members’ clubs I tend not to seek out new luxury opportunities Other

When you do engage with luxury content, what feels most helpful to you? (Select all that apply)

High-quality, cinematic videos Lifestyle stories or mini-documentaries Testimonials or case studies from people I trust or relate to Expert interviews or educational content Data-driven insights, reports or market intelligence Virtual/video walkthroughs of properties or experiences Behind-the-scenes content (craft, heritage, making-of) Short-form videos (reels, TikToks, shorts) In-depth editorials or long-form articles Exclusive, invitation-only events or previews I prefer in-person conversations to content Other

How important is privacy to you when receiving information or introductions about luxury opportunities? Please rate from 1 to 10, where 1 = “Privacy is not a major concern” and 10 = “Privacy is absolutely essential.”

1 2 3 4 5 6 7 8 9 10

Is there’s a way you prefer to be approached (or not approached)?

Would you like to receive exclusive, anonymised insights or updates from Luxmury in the future?

Yes — I’d like to receive occasional, carefully curated updates. No — I prefer not to receive updates.

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