Ohri Luxury Index™ (OLI)

Ohri Luxury Index provides insights into consumer preferences, market performance, and economic indicators related to the luxury industry. It's important to note that the definition of luxury can vary depending on cultural and personal perspectives. What may be considered a luxury item or experience to one person might not be the same for another. Therefore, Ohri Luxury Index creates a luxury index that encompasses all major aspects and factors that determine luxury.

Ohri Luxury Index was among the Robb Report Thailand Best of the Best Awards 2023 winners.

Ohri Luxury Index is developed under Luxury Atelier Maison Happiness (LAMH) brand.

OHRI LUXURY INDEX™

Defining the Future of Luxury Through Emotion, Experience, and Excellence

The Ohri Luxury Index™ is a proprietary framework created by Deepak Ohri, globally recognized for transforming the landscape of luxury and hospitality. The index redefines how luxury is perceived and measured — not by price, design alone, or status, but by emotional connection, transformative experiences, and creative depth.

This framework offers a functional, evaluative system for brands across hospitality, fashion, travel, and lifestyle sectors to benchmark, improve, and lead in the luxury segment.

🔷 THE THREE PILLARS OF THE INDEX

1. Luxury of Thought

Represents creativity, personalization, and strategic depth.
Luxury is not what you sell; it’s how you imagine it, how deeply it connects to the customer’s values, and how well you anticipate their desires.

Measured by:

Brand storytelling and innovation
Personalization and guest insight
Alignment with values and future vision

2. Experiential Depth

Evaluates how immersive, multi-sensory, and meaningful the experience is.
It answers: Does this brand offer more than a transaction? Does it transform a moment into a memory?

Measured by:

Flow of the guest journey
Sensorial design (sight, scent, taste, sound, touch)
Surprises and continuity in the experience

3. Emotional Resonance

Measures how strongly the brand leaves a lasting emotional impact.
Luxury is not a moment of attention — it’s a feeling you remember.

Measured by:

Guest emotional feedback and sentiment
Story-driven content and design language
The ability to create pride, nostalgia, joy, or transformation

📏 SCORING SYSTEM: 0 to 100 SCALE

Score RangeInterpretation Brand Outlook

90–100 Transformative Luxury. Iconic brand. Sets global benchmarks. Creates legacy.

75–89 Elevated Experience. Emotionally connected and well-positioned in premium segments.

60–74 Standard Prestige. Delivers expected quality; needs deeper brand soul.

40–59 ransactional Luxury. Visibly upscale but emotionally flat; lacks resonance.

Below 40 Aspirational / Unfulfilled. Misses experiential and emotional depth; needs repositioning.

📈 STRATEGIC BRAND OUTCOMES BASED ON SCORE

Index RangeStrategic Recommendations

90–100 Expand emotional storytelling. Launch global campaigns. Mentor emerging talent.

75–89 Deepen personalization. Build sensory layers. Enhance emotional intelligence in service.

60–74 Reimagine touchpoints. Refine design. Introduce storytelling-driven brand culture.

40–59 Reduce over-reliance on image. Re-center on values. Add meaningful guest connections.

Below 40Conduct full brand reset. Realign to emotion-first, experience-led luxury.

PHILOSOPHY BEHIND THE INDEX

“Luxury is not what you touch, it is what touches you.” – Deepak Ohri

This Index is rooted in the belief that luxury is about how people feel.
A luxury brand today must create meaning. The Ohri Luxury Index™ is not just a mirror — it’s a roadmap.
It helps brands see where they stand and rise to where they belong.