Luxury has never been defined by price alone. It’s shaped in the mind – by story, memory, and the subtle choreography of interactions that determine how a brand makes someone feel. JOURNEYS, the latest paper from luxury consultancy Matter Of Form, explores this truth through insights drawn from conversations with over 30 leaders across hospitality, travel, and tourism, including Accor, Mandarin Oriental, Jumeirah, Soneva, Design Hotels, and Regent Seven Seas.

What emerges is a clear message: modern luxury isn’t a funnel, it’s a sequence. A tapestry of moments that build belief over time. When brands optimise every touchpoint purely for speed or conversion, they flatten and fracture their own value. When they design with intention, connecting spirit and experience, emotion and function, they create the conditions for loyalty that lasts.

From early signals in the journey to the role of ritual, sensory design, innovation loops, and the evolving expectations of the contemporary traveller, JOURNEYS offers a grounded, practical framework for brands ready to move beyond familiar tropes and towards richer, more resonant connection.

The luxury audience has changed. Their expectations have changed. Their definition of value has changed. JOURNEYS was written to encourage brands to rise and meet that shift.

Download your copy now: https://journeys.matterofform.com/