Described by the respected UK business magazine Management Today as “one of the consultancy world’s thinkers”, Piers Schmidt is one of the world’s most experienced brand consultants. He is known particularly as a respected and recognised leader for masterminding the brand-led transformation of organisations in the luxury hospitality and high-touch service industries.
Piers’ aptitude, attitude and experience are ideally suited to advising the owners of luxury brands and to helping them create tomorrow’s luxury experiences. He has keen creative acumen and a sharp eye for commercial detail and applies these twin assets, along with the wisdom gained during a long career in luxury, to guide clients to lasting success.
Educated at Cambridge University and a former professional classical musician, Piers Schmidt’s career began with global Public Relations firm, Charles Barker. He went on to build a strong foundation in brand working with Newell & Sorrell (Interbrand) in the early 1990s. It was while there that Piers led the rebranding of British Airways, devised the brand concept for Go, the no-frills airline, and created the name and identity for oneworld, BA’s global alliance with American Airlines.
In 1998 Piers co-founded The Fourth Room, the first ‘pure play’ brand consultancy in the UK. Four years later, he orchestrated its sale to US Interactive, a NASDAQ-quoted e-services firm.
Piers Schmidt founded Luxury Branding in 2002 and it quickly became the destination for leaders seeking to create extraordinary destinations and experiences.
Annassurra, Armani Hotels & Resorts, Belmond, C Resorts (Constance Hotels & Resorts), Celebrity Cruises, Cottonmill, Dorchester Collection, Kerzner International, One&Only, LUX* Resorts and Hotels, Paramount Hotels & Resorts, PIF, Quintessentially and Taj – these and many others have sought the advice and ideas of Piers and his team.
Piers is currently masterminding brand-led transformations for Villa Hotels & Resorts, a large Maldivian resort group and Sun Resorts, a leading Mauritian resort operator.
Piers Schmidt is an adjunct professor on the MBA programme at Ecole hôtelière de Lausanne, where he has also given well received lectures in the school’s Distinguished Speaker Series.
In 2019, with Ian R Douglas, Piers Schmidt co-founded Kingham Leigh, a new venture that is creating and developing innovative hotels across Southern Europe based on its proprietary ‘Alberghi Vini e Cultura’ platform and theme.
In 2021, Piers Schmidt joined the global Advisory Board of The Red Sea Development Company, which is driving development of The Red Sea Project, a luxury, regenerative tourism destination that will set new standards in sustainable development and position Saudi Arabia on the global tourism map.