Aspire ‘Leaders of Luxury’

16 November 2021

On 16 November 2021, Piers Schmidt joined Jo Rzymowska, Vice President & Managing Director, EMEA, of Luxury Branding client Celebrity Cruises, Filip Boyen and Claire Peake on a panel to discuss the impact of Covid on the luxury sector.

Moderated by Lucy Huxley, Editor-in-Chief of Travel Weekly, Piers Schmidt joined an engaging and insightful panel discussion during the Leaders of Luxury conference, which took place at the Andaz London Liverpool Street.

Leaders of Luxury is the flagship event of Aspire, the luxury travel club from Travel Weekly and brings together 250 owners, CEOs, COOs, MDs, director of sales and director of marketing level employees from the luxury travel industry for a day-long conference aiming to inspire and educate. The event is invitation-only with the Aspire editorial team handpicking the audience.

The conference focused on the key themes and topics of luxury travel, addressing opportunities and challenges the industry faces. During their well received session, Jo, Piers, Filip and Claire debated the definition of a ‘new luxury’ that is expected to emerge in a post pandemic world.

Piers identified the rise of ‘conscious immaterialism’ as travellers seek meaningful time and experiences over material things. Jo emphasised the central role of brand purpose in driving the success of Celebrity in coming through the crisis bigger and better. As Jo is fond of saying, “Celebrity’s comeback will be stronger than the setback!”


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.1

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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.2

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Piers Schmidt and Ian R Douglas of Phoenix Global are the co-founders of Kingham Leigh.
This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.3

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