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Piers Schmidt

Founder, Luxury Branding

With a 30+ year career advising blue-chip and mid-cap clients in the C-suite and described by Management Today as “one of the consultancy world’s thinkers”, Piers Schmidt is a highly regarded luxury brand consultant and hospitality expert.

A graduate of Cambridge University, Piers began his career with Charles Barker and Interbrand, where he led the rebranding of Barclays Bank, Selfridges and British Airways and created the oneworld brand for the airline’s global alliance with American Airlines.

In 1998, Piers co-founded a strategic marketing boutique, which he and his partners sold to NASDAQ-quoted US Interactive four years later.

In 2002, Piers founded Luxury Branding, a highly-regarded luxury consultancy that developed the Kerzner International corporate brand and masterminded the conceptualisation and $16m roll-out of One&Only Resorts. Soon after, Giorgio Armani tasked Piers to translate his eponymous brand into hospitality. Next, the Brunei Investment agency engaged Piers to create a soft brand for its growing portfolio of trophy hotel assets presented under the Dorchester Collection.

Since then, Piers has led brand creation and transformation programmes for AfrAsia Bank, Annassurra, Belmond, Boutique Group, Constance Hotels & Resorts, Celebrity Cruises, Cirque du Soleil, Cottonmill, Globacom, Lionstone Development, LUX* Resorts & Hotels, Paramount Hotels & Resorts, Seeff, Sunlife, Taj Hotels and Villa Resorts.

He is currently masterminding a transformation of the Corinthia Hotels brand as the group prepares for a period of unprecedented growth featuring new openings in New York, Rome, Brussels, Bucharest, Riyadh, Doha, the Maldives and Malta.

In 2021, Piers Schmidt joined the Group Advisory Board of Red Sea Global, the visionary developer behind THE RED SEA and AMAALA, two of Saudi Arabia’s most exciting gigacprojects rooted in the principles of regenerative tourism.

Piers is a regular commentator in the media and has appeared as a speaker and panellist on platforms in Europe, the Middle East, Africa and the US. He is an adjunct professor at Ecole hôtelière de Lausanne (EHL), the prestigious Swiss hospitality management school, where he teaches a regular course for the MBA programme and has also lectured at Cornell.