Luxury is ethereal but we all feel it when we’re experiencing it.

It is by shaping, refining and expressing this wondrous and elusive thing
that we create the world’s most hospitable brands.

Using critical thinking, commercial rigour and creative brilliance,
to unfurl luxury’s exquisite qualities for those in its orbit.

Advisory / Case Study


Luxury Branding was engaged to reboot the poorly-received rebranding of Orient Express Hotels to Belmond with signature programming to invest the new name with meaning.

Advisory / Opinion

Lazy Language and
Alphabet Soup

It was Dennis Potter who observed that “the trouble with words is that you never know whose mouths they have been in.” But caveat emptor if those words have sprung from the jaws of a property developer and their agents!

Advisory / Opinion

Woven In

Not that there is nothing anything wrong with a wellness model that evidently pleases most people most of the time but change is afoot and it’s being driven by the changing demands of the luxury travelling consumer.

Advisory / Opinion

Public Spaces: Fighting Fire with Fire

Retail to airlines are hiring at senior levels to transfer hospitality ‘technology’ into their operations. However, the flow of know-how has been largely one-way and these previously parallel sectors are beginning to converge on hospitality.

Advisory / Opinion

Public Spaces: Battle Ground of the Brands

How many people noticed Nordstrom’s announcement that on October 3 2017, the first Nordstrom Local will debut in Melrose Place, Los Angeles? This may not sound like much of an event but look closer at what Nordstrom have planned.

Agency / Opinion

The Name Game,
Part 1

Once upon a time, naming a brand was easy. You simply adopted your own family name, which also served to distinguish private enterprise from public. Discover how and why brand naming has since evolved in this two part article on the name game.


Luxury Branding is the leading consultancy that generates sustainable brand value within competitive premium segments of the tourism, travel, hospitality and real estate sectors.

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With its unique blend of ‘calculated creativity’,
Luxury Branding empowers ambitious organisations to define and express how they are special, different and better: special for their affluent customers; different and better than their competitors.

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Luxury Branding Founder, Piers Schmidt, and Ian R Douglas, Managing Director of Phoenix Global,
are the Co-Founders of Kingham Leigh, a dynamic partnership formed to design and develop innovative hospitality projects in Europe and beyond.

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About Us

Founded in 2002, Luxury Branding has conceived and operationalised distinctive brands for some of the luxury industry’s most distinguished players. For two decades, the firm has enabled visionary leaders to launch and maintain attractive and winning propositions.

Meet the Team