Although luxury may be ethereal, you know it when you feel it.
We mould this wondrous thing, shaping its elusive qualities
to fashion the world’s most hospitable luxury brands.

With a blend of strategic rigour, creative flair and commercial acumen
we devise outstanding service and extraordinary experiences.


Luxury Branding Announces NXGN: Pioneering Services to Engage the Next Generation of Luxury Consumers

Luxury Branding proudly introduces NXGN, a suite of four specialist services designed to help luxury brands in the experience economy forge meaningful and enduring connections with this distinctive cohort.


Luxury Hotel Brands: Too Small For Their Boots?

On 21 March 2024, Piers Schmidt gave the keynote at Global Hospitality Talk, the leading networking conference for the hospitality leadership and design community. Piers' well received address identified the discrepancy in brand value between hotel brands and those in other luxury sectors and proposed steps the industry needs to take to grow their stature. This article is a condensed version of the presentation.

Advisory / Case Study

Villa Resorts

As its next generation takes the helm, over four years between 2019-2023, Luxury Branding has guided an ambitious brand-led transformation of the family-owned Maldivian resort group Villa Resorts.

Advisory / Case Study

Boutique Group

In partnership with Boston Consulting Group, Luxury Branding was engaged by the Public Investment Fund (PIF) of Saudi Arabia to develop the brand for Boutique Group.

Advisory / Case Study

Celebrity Cruises

Celebrity Cruises President and CEO, Lisa Lutoff-Perlo, engaged Luxury Branding to facilitate course correction in the brand positioning of an award-winning cruise line.

Advisory / Case Study


Luxury Branding was appointed by Mauritian hotel group, Sun Resorts, to reimagine its philosophy and culture across all areas of the guest experience and inject new life into the 45-year-old brand.


Luxury Branding is a strategic advisor specialising in generating sustainable brand value. Its principal experience is in the ultra-competitive premium segments of the tourism, travel, hospitality and residential real estate sectors.

Read More


With a unique blend of ‘calculated creativity’,
Luxury Branding helps ambitious organisations to define and express how they are special, different, and better: special for their affluent customers, different and better than the competition.

Read More


Luxury Branding introduces NXGN, a suite of four specialist services designed to facilitate luxury brands in the experience economy to forge meaningful and enduring connections with this distinctive cohort.

Read More

About Us

Founded in 2002, Luxury Branding has conceived and operationalised distinctive brands for some of the luxury industry’s most distinguished players. The firm has successfully enabled visionary leaders to imagine or reinvent mould-breaking propositions for two decades.

Meet the Team