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Luxury
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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