Brand Extension

2 August 2022

Luxury Branding is experienced at translating consumer brands into the hospitality sector. Piers Schmidt was interviewed recently by Laura Powell for her piece on consumer brand extension for Hospitality Insights.

At Luxury Branding, we have worked on a number of stimulating projects that have explored the diversification potential of global consumer brands into the hospitality sector. These include Armani, Calm, Cirque du Soleil, and Paramount. To date, two of these concepts (Armani Hotels & Resorts and Paramount Hotels & Resorts) have come to market successfully.

We are currently in discussion with a world-renowned interior designer about the translation of their brand of style into a proprietary style of hotels and resorts and we were approached recently by a global brand licensing house. They represent an impressive portfolio of brands, ranging from big names in fashion and beauty, entertainment and gaming, sport and fitness, events, trademarks, as well as a surprising stable of media titles, all keen to make the same move.

Evidently, there is significant interest from a growing number of brands to enter into partnerships within the fields of hospitality, events and experiential, especially in the Middle East where there seems to be real appetite and opportunity for these projects. We find it fascinating that in their rush to embrace the experience economy, many household names are apparently so keen to enter to their customer base the offer of board and lodgings as a supplement or value add to their current and core activities.

On this front, the announcements keep coming and a recent spate of putative new entrants into the hotel area were surveyed insightfully by veteran travel and wellness journalist and consultant Laura Powell in her recent piece ‘Consumer Brands Flood into Hospitality’ (published August 2, 2022) for Hospitality Insights.

Luxury Branding Founder, Piers Schmidt, is quoted in Laura’s piece.


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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