Date of Award

2026

Document Type

Dissertation

Degree Name

Master of Arts (MA)

Department

Luxury Business

Abstract

In the 21st century, the idea of luxury is becoming less about wealth and exclusivity and more about health, rich experiences, and awareness. This practice-based dissertation examines current customers' interpretations of luxury within café settings and identifies the characteristics that foster a feeling of premium, meaningful experience in the hospitality industry.

A mixed-methods method was utilised. Quantitative data was gathered through an online survey of consumers within target market, and qualitative insights were produced through prior experience, and observational study around London cafés. Secondary sources pertaining to luxury, wellness tourism, and hospitality trends were employed to contextualise the industry and support the findings.

The results reveal that consumers are seeking a peaceful and elegant atmosphere, real and health-conscious eating habits, personalised service, and sustainable sourcing. Participants evidently favour locations that blend socialising, self care, and pleasing design. These elements have a greater effect on how people perceive a café's luxury status than traditional indicators like price or exclusivity.

The study results help shape the design and business model for Tranquille House, a planned high-end café that incorporates health, sustainability, and sensory branding into every interaction with a client. This research adds to the field of luxury business studies and gives hospitality firms an applicable framework on how to adapt in with modern luxury concepts like mindfulness and experience.

Comments

A practice-based dissertation.

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