This document describes a luxury villa rental company called Le Collectionist. It provides high-quality private villas around the world with the same level of service as luxury hotels. The target customer is described as a married CEO in London earning £96k-£140k annually who enjoys luxury products and wants to escape daily pressures on holidays. Le Collectionist aims to simplify customers' lives on holidays and provide a personalized experience through easy-to-use websites and high-quality service.

2. A collection of exquisite places

3. We propose a selection of luxury
villas in idyllic places worldwide with
high services through a true
experience
Our values are both
privacy and excellence
We exist to reproduce the same
quality of service than in luxury hotel,
but in private luxury villas worldwide.
I am special for my availability to
simplify your daily-life during
holidays, and give you pleasure
thanks to luxury products gifts
We both love spending
incredible moment
without tasks that could
bother us, we need to
escape from daily
pressure and feel carefree
People says that I am a
dream becoming true
Transforming the experience
of spending luxury holidays

4. AGE : 43 years old
OCCUPATION: Married with 1 or 2
children
STATUS: CEO
LOCATION: London
SALARIES: 96k £ - 140k £
PERSONALITY
Exigent
Extrovert
Hurried
DIGITAL USE
HE LIKES :
Luxurious product, dining at the
restaurant, having the latest
smartphone, doing sports such as
running or cycle.
Elegant
GOALS :
● Doing profitable investment
● Finding the perfect solution
for his partners and family
● Escape daily life pressure
● Make the most of his
holidays
NEEDS :
● website easy-to-use
● A personalized experience
● High quality of service“ I am looking for the best private place to
enjoy holidays with my family without the
mundane tasks of day to day life “
Hard working

5. THE STARTER PACK

6. I want a private place to
spend my holidays...
… but I want the same quality of
service that I have in Luxury hotel
1 2

7. USER JOURNEY
I want a
villa
I go on Google, I make a research, and I Click
on Le Collectionist Link1
I need to
be
impressed
The first thing the client has to see is a serie of
large-sized and high-quality pictures. Or, the
client has to click to see more pictures.
However, he certainly prefers to swipe or do
nothing : the pictures could change
automatically
2

8. I wonder
what I
want
In the past, we used to choose our holidays on
destination. However, since moving worldwide
has become a routine, we are most interested on
living new experiences. So, instead of highlight
the numerous possibilities of destinations, Le
Collectionist should create categories of
experience. Like Spotify is changing the rules by
creating playlist according to our feelings, Le
Collectionist should identify its villa regards to
their personality and what they propose. For
instance, Le Collectionist could distinguish the
category “Family moment” from “Romantic
atmosphere” from “Fun with friends”
It depends of who
I am going with
3
I wonder
which villa
is made for
me
To select a villa, the consumer need to
project himself inside the property. However,
to do this, he need see the interior first. For
the moment, all the pictures on the cover
are facades. With that kind of external point
of view, the consumer feels intrusive
4

9. I start
thinking of
pragmatics
issues
I am
comparing
villas
After being seduced, the client start thinking of
pragmatics issues : how many rooms, bathroom
etc. It’s already enough annoying to think of that,
the brand has to make it the more pleasant as
possible, by using icons for instance. For now, gap
between the idyllic pictures and the information in
too important in terms of experience
Choosing the best villa require times. The client
will never choose a villa at first sight, and each
research will be interfered, so that the client
need to find immediately what he loved. So, Le
Collectionist should create a category called
“Your favorites villas” where the client could find
each villa he has loved, by putting a “J’aime”
5
6

10. I think of
what I could
do there
When clients were interested by luxury hotel, they
wanted a famous name worldwide so that they
could enjoy the city their are visiting without any
troubles. Hotel is a symbol of quality of tourism.
Villa, by its privacy, cant afford to lose that
dimension. Le Collection should highlights the
history of the cities, by revealing some appealing
details and proposing what the client could do
there, as part of the experience. Indeed, Le
Collectionist should get inspired by the Louis
Vuitton Guide.
7
I share
what I’ve
found
The customer never goes alone on vacation, so
he needs a button to share what he has found
with its friends or family.
8

11. I am
leaving
The last impression before leaving the villa (and
the website) is the most important. Otherwise,
the consumer won’t come back. So that, Le
Collectionist should points out its partnerships
with top of brand products
9

12. MY FAVOURITE

13. RELAXATION BY THE SEA BREATH OF FRESH AIR
FAMILY MEETING PRIVATE PARADISE

14. I SHARE WITH MY FRIENDS